Myntra, India’s largest online fashion retailer went app-only in May by shutting down its website. App-only means that if a customer wants to buy something from Myntra, he/she has to first install the app on a mobile phone. Myntra had said that 95 percent of its internet traffic comes through mobile and 70 percent sales are generated through smartphones. This was why it had moved to its app-only strategy. Flipkart, Myntra’s parent company who acquired Myntra last year, is also planning to do the same this year.
Flipkart was launched in the year 2007 and today, it has around 4.5 crore registered users and has over one crore page visits daily. It serves over 1000 cities and delivers around 80 lakh items per month. For shopping through Flipkart at discounted rates, you can check for all the latest Flipkart offers and you can get Flipkart coupons at DiscountMantra – India’s best online offers and coupons store.
Flipkart says, "India is gradually transitioning from a mobile first to a mobile only country. We are constantly experimenting with various aspects of our service to create the best shopping experience for our users on our app." For now, Flipkart continues to offer both desktop as well as mobile options for its customers. But, it also says that they have been following a mobile first approach and 70-75% of their total traffic is already coming from the mobile app. Hence, it has decided to go app-only from September. The company's Chief Product Officer, Punit Soni has confirmed this statement at a "town hall" meeting last week.
Although there are major mobile shoppers in the country but, that doesn’t mean that the Indian audiences are ready to completely abandon website shopping. The app-only strategy has its advantages like allowing personalized shopping experiences for customers by understanding their location, preferences and purchase patterns, something that's not possible to do at the same extent through desktop websites. But, it also has other disadvantages like forcing the users to install the app which causes lots of space usage on mobiles and possibility of the mobiles running too slow. With inconsistencies in mobile Internet speed experienced in the country, there are chances of payment transactions to fail on such apps. Also, such apps are not supported by all mobile devices. Hence, the results of such strategies cannot be forecasted.
Myntra's move was also controversial regarding all the above mentioned points and many analysts weren't convinced by Myntra's app-only move. But Flipkart's decision to follow its footsteps indicates that the two companies are clear that it's a successful move that they have taken. Flipkart expects more people to make purchases through smartphones and mobile internet in the time to come.
If you are satisfied with the app-only strategy and want to shop for the best fashion online, you can avail Myntra deals from DiscountMantra. You can also subscribe to their newsletters to get the latest offers and coupons from various online stores delivered to your inbox.