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Online fashion and lifestyle portal, Myntra has achieved its annual target of generating 90% of its customer traffic through the mobile platform. The company said that over 50% of the mobile traffic comes from Tier II & III cities.

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Myntra had planned to shut its website in view of the exponential growth of mobile internet in the country. As per reports, India ranks 2nd in consumers accessing the internet for online shopping through mobile devices. With over 150 Mn smartphone users in 2014 penetration of mobile phones is expected to reach 45% with 520 Mn users by 2020.

Prasad Kompalli, Head, ecommerce Platform, Myntra, said, “Mobile for us is more than just another channel. We believe our value proposition is best delivered and experienced through our mobile app. This medium allows us to redefine fashion shopping by offering deep personalised experiences in discovery, content consumption and transactions. In India, mobile is fast becoming the default device for accessing internet across geographies and demographies. This is why, in a short span, we are witnessing such a surge in business from mobile platform.”

Launched in May 2014, Myntra’s mobile app has been ranked No. 1 among fashion shopping apps in India with a positive rating of 4.0 on the android app store. It claims to have over 6Mn installations and draws 85% of traffic by Android, iOS and Windows platforms.

In the same warfront, ecommerce major Flipkart draws 70% of the total traffic through mobile, Snapdeal accounts for 65% whereas Shopclues draws 40% and Paytm claims 33% of all the orders are received through mobile phones.

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