The hyperlink which we’ve given for Myntra may not work on your desktop from May 1 as the online fashion retailer is looking to pivot to an app-only model and close its desktop website. The Economic Times reports citing sources said that the desktop website was supposed to be phased out during the year but has advanced its plans. Flipkart, which acquired Myntra in July 2014, may soon follow suit if the experiment goes well.Online fashion retailer Myntra will shut its website from May 1, in what is a definitive step towards becoming only a mobile app-based retailer, sources close to the development told TOI. This will be the first such instance of an e-commerce player transforming into a mobile-only entity as internet usage over smartphones surges in India.
TOI first reported in its February 7 edition that Myntra may look to phase out its web presence sometime during this year. However, the decision to shutter the site has been advanced, said sources, who did not want to be named. Flipkart, which acquired Myntra a year ago, may also follow suit if the experiment goes down well with the fashion e-tailer.
Both Flipkart and Myntra have already closed down their mobile websites directing visitors to their respective apps. Mukesh Bansal, Myntra co-founder and head of commerce at Flipkart, did not respond to TOI’s query on the closure of the e-tailer’s site 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, sources said.Myntra co-founder Mukesh Bansal said in February that it is “100 percent focused on mobile and [is] making all our investments on the platform going forward.”The move might pay off for Myntra in India, where online shopper penetration is set to increase from 9 percent in 2013 to 36 percent by 202, primarily led by mobile users, according to a recent Morgan Stanley report.Myntra launched on Android in May last year, around the around the time it wasacquired for $300 million by online retailer Flipkart. The company’s iPhone applaunched last September.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.
Both Flipkart and Myntra, as well as some of the other e-commerce majors, have been pushing offers exclusively on their apps with the aim of getting consumers on to the platform. Most leading Indian e-commerce players have seen mobile contribute to greater than 50-60% of transactions today from under 5% a year ago as smartphone penetration has risen exponentially.