India’s top online fashion retailer, Myntra is no longer limited as an app-only website. It is re-launching its mobile site with an aim to bring back its lost customers. This strategic move comes after Flipkart selling its products only through a mobile app and completely shutting down its website. It created waves among the online retail start-ups and triggered debates whether the app-only strategy will boomerang or will it really work.
Myntra’s head of products, Ambarish Kenghe said that the company will stand by the mobile-only strategy and there are no plans to relaunch the Myntra’s desktop site. The users will have an option to buy from the website; however they will nudge them to download its app.
According to the experts, Myntra can now attract consumers who search for the brand online; however, they either feel reluctant to download the app or uninstall it to clear their phone’s memory.
On condition of anonymity ex-Myntra official said that the consumers who don’t have an app are diverted to a link to download it. This is not only a dead end for the consumers, but also missed opportunity for Myntra.
The e-tailer’s officials said that this fiscal the company might miss its target of achieving $1 billion annual GMV (Gross Merchandise Value) by a hair’s breadth and so plans to achieve it by March 2017.
Last year, in the month of May, Myntra moved to an app-only model for two reasons. The first being, 70% of its revenue came from mobile applications and secondly to target the mobile-first generation.
Abhishek Rajan, Mobile business head at Myntra had said that losing out on the desktop audience was the cost company was ready to bear.