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Myntra to reportedly scrap app-only strategy; to relaunch mobile site

Shortly after Flipkart launched its web app for select browsers, reports suggests its Myntra e-commerce platform will soon do away with app-only strategy, and relaunch its mobile site. According to re

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Shortly after Flipkart launched its web app for select browsers, reports suggests its Myntra e-commerce platform will soon do away with app-only strategy, and relaunch its mobile site. According to reports, the site is in pilot stage and is likely to be on the lines of Flipkart Lite.

“We are growing strong on the app front. However, all efforts will be pointing towards making the user download the app,” Business Insider quotes a Myntra official as saying. “We want to keep it contained for our users. There is a New Year sale happening and we will keep evolving. Things will become more mature.”

The development comes shortly after Flipkart tied up with Google to launch Flipkart Lite, which has been optimized for slower networks, and aims to deliver equivalent experience on mobile browser that you get on an app. Flipkart Lite has been developed with deep integrations of Chrome tools that helped add features such as dedicated home page icon and push notifications.

ALSO READ: Flipkart Lite: Everything you need to know

One of the main reasons behind the change in stance is Google’s stricter rules for the sites that prompt users to install apps rather showing content. For Google, it perhaps sees the damage to its search service with more third party services going app only. This is most likely why Google is experimenting with features such as app stream, which allow Google search to furnish results from apps that are not installed on users’ smartphones.

Another possible reason could be that rival sites such as Amazon and Snapdeal haven’t gone ahead with Flipkart’s app only model. With a lot of users still accessing these services on mobile browsers, Flipkart might have been losing share in that segment.

It’s worth pointing out here that Snapdeal had quickly responded to Flipkart with its own Lite service. According to reports, a few other app only service providers such as LocalOye are looking to launch lite versions as well.

There’s no doubting that growth of smartphones have helped flourish app-only services. However, still a large number of users are accessing Internet via low-end smartphones, and may not necessarily accommodate all kinds of apps on their phones. Flipkart Lite and Snapdeal’s lite websites look to have found a temporary fix.

Do you think Myntra is making right decision by relaunching mobile site? Was app-only strategy sustainable at the first place? Let us know in the comments section below.

  • Published Date: December 1, 2015 10:58 AM IST
  • Updated Date: December 1, 2015 11:03 AM IST