Barely two months after fashion e-tailor Myntra made headlines by announcing to go app-only, parent company Flipkart looks set to follow the same route. In response to a report cited in the TOI which stated that company’s chief product officer Punit Soni addressed a town hall meeting last week and announced Flipkart’s plans to operate only as a mobile app from September, the ecommerce giant hasn’t ruled out the chances.
A company spokesperson stated, “India is gradually transitioning from a mobile first to a mobile only country. At Flipkart, we have been following a mobile first approach and 70-75% of our total traffic is already coming from our mobile app. We are constantly experimenting with various aspects of our service to create the best shopping experience for our users on our app. Meanwhile, we continue to offer both desktop as well as mobile option for our customers.”
The announcement is not much of a surprise given its unit’s Myntra’s decision to go the app-only way two months ago. Though the move had received mixed reactions, Myntra was convinced that mobile only was the way forward for the future of ecommerce in India.
Mukesh Bansal, CEO of Myntra and head of commerce for Flipkart, while announcing the move, had stated, “Fashion is a personal experience. We believe that only mobile can truly deliver this experience as it captures the user’s lifestyle and context in a manner that no other medium does. Think of all the hardware and software features that one can leverage, like the camera, contacts, location etc. to understand the user’s context and deliver the experience that is deeply personalized.”
At the time of shutting down its desktop site, Myntra had stated that 95% of internet traffic comes through mobile and 70% sales are generated through smartphones. Initially, the fashion unit lost about 10% of its sales when it switched to the app model. However in the succeeding months, Myntra says more than 9 Mn users have downloaded the app so far. In the next three to four months, it is aiming for another 5 Mn app downloads.