Online fashion retailer Myntra, which is a subsidiary of Flipkart, generates over 90% of its traffic and 70% of its orders from its mobile app. Hence, sticking to the plans it had revealed earlier, it is planning to shut down its website from May 15 to become mobile-app only shopping platform.
Update: Myntra is going mobile app only on May 15, 2015. The company announced the news via a letter posted on its website for its customers.
The company had launched its mobile app in May 2014, and is available on almost all mobile platforms – Android, iOS and Windows. It will be the first eCommerce company which is moving completely towards mobile-only platform.
As per a TOI report, there is a 360-degree advertising and marketing campaign being planned by Myntra to announce its app-only presence going forward, which will be unveiled in the coming weeks. Myntra’s Co-Founder Mukesh Bansal had recently said that they are (Myntra) 100% focused on mobile and making all their investments on the platform going forward.
Last month, both Myntra and Flipkart had shut down their mobile websites, and users are thereby directed to Google’s Play Store and iOS’ app store to download the application.
As per a Morgan Stanley report, online shopper penetration (as a percentage of internet users) in India is expected to increase from 9% in 2013 to 36% in 2020, primarily led by mobile users. India will have 500 million Internet users by 2018 from 200 million currently, and majority of these users will access the internet on their smartphones according to a report ‘Mobile Internet in India 2014.’
A We Are Social’s report claims, 72% of Indian population use mobile to search for a website while only 27% use desktop/laptop.
Flipkart and another eCommerce marketplace cum payment service Paytm, have even launched apps for wearables. Is desktop really becoming obsolete? Or are the players gunning towards an omni-channel approach to find the consumers where they are? It will be interesting to see if this mobile only approach really works well for Myntra.