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Myntra's app-only strategy backfires, to relaunch its desktop site next month

Myntra shutdown its mobile and desktop websites last year to go app-only. But it looks like the move didn’t pay off as the company relaunched the mobile site in February, and now it plans to bring back its desktop website.

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Last year fashion portal Myntra had shut down its website to become the first app-based retailer in India. However, the app-only strategy seems to have failed to yield desired results, as the company now planning to relaunch its desktop site on June 1, TOI reports. With the return of the desktop site, Flipkart-owned Myntra expects anywhere between 15 to 20 percent sales in the financial year.

Encouraged by the growth of mobile Internet in India, Myntra closed down its mobile and desktop site and went completely app-only. However, app-only strategy didn’t go down well with users and the company witnessed both, drop in sales and traffic. Despite the exclusive discounts on app-exclusive platforms, a lot of customers didn’t really buy the idea of browsing products at single app, and make a purchasing decision.

The move of going app-only was also criticized by investors and analysts as bold, but an ill-thought move that could distance away the shoppers. Also, with competitors such as Amazon India, Snapdeal and Jabong trying to woe shoppers to their platforms, Myntra evidently made a wrong decision by risking an important channel that draws most of its revenue.

Flipkart too closed down its mobile site and offered only two platforms – app and desktop website. It was to follow the suit and become app-only, but seeing that the move didn’t go well with Myntra, the company scrapped its plans. Later on, Flipkart reintroduced its mobile site with a complete design overhaul. Following the footsteps of its parent company, Myntra too relaunched its mobile site in February, earlier this year.

“It was a bold experiment, but all such moves are not right and we accept that. There is a segment of Indian consumers which is looking to make purchases over desktops and we wanted to give them the choice,” Myntra CEO, Ananth Narayanan, told the publication. He also mentioned that due to the company’s decision of going app-only, Myntra app now offer better user experience and has superior engagement features too.

  • Published Date: May 3, 2016 9:03 PM IST
  • Updated Date: May 3, 2016 9:03 PM IST