In an interesting development, fashion portal Myntra is planning on shutting down its website and become the first app-based retailer in India. The website is downing the shutters on May 1 and Flipkart, who owns the fashion portal, may also follow suit soon. Also Read - iPhone SE gets cheaper on Flipkart only for today: Get over Rs 11,000 flat discountAlso Read - iPhone 12 for iPhone 11 launch price at Flipkart Big Saving Days sale, iPhone 12 Mini alse sees discount
Citing anonymous sources, Times of India reports that ‘there is a 360-degree advertising and marketing campaign being planned by Myntra to announce its app-only presence which will be unveiled in the coming weeks’. Also Read - Flipkart Big Saving Days sale begins for Plus members: Check top 5 deals on smartphones
This move comes as there is an increase in smartphone users in the country. Smartphone shipments have increased eight-fold in just three years with 80 million last year, from 10 million in 2011. The untapped rural areas are going to be the way forward in online retail, with most of the people gaining first Internet access through mobiles. Rural Internet users accounted for 31 percent of total Internet users in 2014, up from eight percent in 2009. A report by Morgan Stanley also indicates that Indian online shopper penetration will increase from nine percent in 2013 to 36 percent in 2020, and will be primarily led by mobile users.
This is also in line with earlier reports with Myntra planning to shut down website by the end of the year. However, it looks like the company has advanced its decision with the mobile revolution ushering rapidly.
Currently, Myntra draws as much as 80 percent of its traffic and 70 percent of sales from its mobile app. E-commerce companies have been pushing their customers to download their apps through exclusive offers and discounts on the mobile platform. Flipkart and Myntra both have shut down their mobile website already, and users have to compulsorily download the app to browse through both the platforms on their smartphone.