Following in the footsteps of its parent Flipkart, now, Myntra is also planning to re-launch its mobile site some eight months after it went app only. It was on 15th May that Myntra had shut down its mobile and desktop site as it was generating more than 90% of its traffic and 70% of sales through its mobile app.
Myntra did not disclose much about the move while speaking to Inc42 but stated,
The mobile website will be more like product list page to enable browsing for people who don’t have the app, but the purchase will still be routed through the app only.
The move had generated a lot of debate as to – will the app only strategy work? Myntra was confident it would as India ranks 2nd in consumers accessing the internet for online shopping through mobile devices. The penetration of mobile phones is expected to reach 45% with 520 Mn users by 2020, and this was one of the strong reasons for Myntra to go only mobile only. Similar plans were announced by parent Flipkart to in September, citing that over 70-75% of its total traffic was already coming from our mobile app.
But later, the ecommerce giant put a brake on its app only plans. Flipkart stated that it wants to assess how it will impact sales in big-ticket categories such as large appliances and furniture. “Major sellers who retail white goods, electronics and large appliances are not convinced about the move.”
Forward three months ahead to November, and it seems that Flipkart has had a complete change of heart in context of its app only strategy. The ecommerce giant re-launched its mobile site by the name ‘Flipkart Lite’ and thus no longer forcing its users to install its app; they will however be redirected to its new mobile web app.