Back in May last year, Myntra followed the trend by shutting down its mobile website and going app-only. But less than a year later, the fashion online portal is doing a u-turn of sorts and is set to relaunch its mobile website. The move comes after the likes of Flipkart and Snapdeal launched ‘Lite’ versions of their website towards the end of last year.
“We are still focused on our mobile strategy and want to get the consumer experience right. They (consumers) will now have the option of buying on the mobile site but we will keep nudging the consumer to download the app,” Ambarish Kenghe, head of products at Myntra told ET. Kenghe further says that Myntra will continue with its app-only strategy and there are no plans of launching a desktop website.
Myntra’s move to relaunch its mobile website doesn’t exactly come as a surprise. Since the end of last year, there have been reports that following its parent company, Myntra too will eventually launch a lite version of its own portal.
Myntra’s plan to go app-only last year was based on the fact that nearly 70 percent of its revenue was coming from mobile. As per reports, since going app-only, its active monthly user base has nearly doubled to around eight million, and its annual gross sales touched $800 million — 70 percent growth since January 2015.
Despite this, many considered the app-only strategy as extreme. The criticism was around its restrictive nature. While Myntra doesn’t say so, one of the major reasons behind the u-turn could be Google’s new rules, wherein it doesn’t favor websites that make it mandatory for users to install their apps.