It’s somewhat surprising that Mumbai’s Online Fashion Retailer Myntra is planning to shut down their official website from May 1. As they found out that 80% of the sales and traffic comes from App, they decided to make their company only App-Based. This’ll be the first time we will see an e-commerce player transforming into a app-only entity as usage of smartphone is exponentially increasing day by day.
For the fact that, Myntra and Flipkart had already brought down their mobile websites and directing their visitors to download their respective apps.
Currently, Myntra draws as much as 80% of its traffic and 70% of sales from its mobile app. Flipkart, too, registers more than 60% of sales through its app.
In a recent interview with Times Of India, it was mentioned by Sachin Bansal, co-founder of Flipkart, said that desktops weren’t giving the same return on investments anymore compared to a few years ago. Bansal said Flipkart would keep an eye out for more acquisitions in the mobile space,going forward.
It is also expected in India that Online shopper penetration ( as a percentage of internet users ) will increase from 9% in 2013 to 36% in 2020, which is primarily led by mobile users according to Morgan Stanley report.
According to a report, it would also decrease the advertisement costs for the company ( primarily Search engine optimization ) , as once customers start to download the app, they tend to stick on to the app , unlike browsing on to other websites, if it were website. The traffic which comes, would directly come to Myntra instead of deviating to the other websites, is what the plan of Myntra is, right now.
Reports also said that, The Internet & Mobile Association of India estimates the total internet users amounted to over 300 million in December 2014, 60% of which the traffic is coming from mobiles.
The company confirmed this move by telling NDTV Gadgets that it will ” focus on mobile, and will soon be mobile only”, but spokesperson refused to comment on whether this would happen as soon as May1, as claimed in sections of media.
“Mobile apps are the best platform for Myntra today,” says Kompalli, “as they allow you to integrate with contacts, calendar, and camera, which can be used to improve the user’s experience in a number of ways.”
Kopalli reports that the site is currently experiencing 4 million monthly active users, 90% of which are from app accounts.
It is also a doubt that after Myntra’s act, and analytics of the same act, Flipkart would also make this move and shut down their website turning App-only. It looks like Flipkart is using Myntra for testing out new innovations and determine what works and what doesn’t.
It’s been a fact that many other Indian companies are shutting down their mobile websites, some of them are MakeMyTrip and ola.
After this move, Myntra should also throw some updates for all the smartphone users, adding up many features which were unavailable in mobile app, that are present in the website.