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Myntra Ditches App Only Strategy; To Relaunch Desktop Site On June 1

Myntra Ditches App Only Strategy; To Relaunch Desktop Site On June 1

Just after a year of following the app only strategy, fashion and lifestyle ecommerce player, Myntra, has announced its plans to launch desktop website.

The fashion retailer will be re-launching its desktop site on June 1, 2016.

Myntra’s chief executive Ananth Narayanan said, “We found that while a majority of the growth is driven by mobile, the volume of users on desktop hasn’t decreased. According to our data, women customers, who are a key area of focus for us, in particular, want to have the option of shopping across channels.”

Myntra had shut its mobile website in March 2015 and its desktop website in May 2015, in an attempt to dominate mobile app commerce. While following the app only model Myntra was reported saying that before closing the website, 90% of its traffic and 70% of its sales came from the mobile platform. However, the ecommerce player had to re-launch its mobile website, in February 2016, in a bid to avoid missing out on customers.

Myntra expects 15-20% of its sales from its desktop site, in the current financial year, in order to revive the charisma of mobile shopping through website.

Myntra’s app only move had seen a mixed reaction from the industry onlookers.  Some believed that the app only strategy would lead to a boom in m-commerce with the high penetration of smartphones in the country. While, the others thought that it was a bold move taken by the company at an early stage.

Apart from Myntra, its parent company Flipkart, had also announced to go app only from September 2015.

Recently, Myntra has launched a number of new categories such as home furnishing and (fine) jewellery for customers.

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