Myntra which became the first web-based-e-commerce organization for going app-only has chose to step back. Currently, the mobile site of Myntra allows consumers to browse the catalogue, reported MediaNama.
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It is well known fact that Flipkart who is the parent of Myntra also recently again introduced a mobile web version i.e. Flipkart Lite.
After Flipkart acquired Myntra last year, they completely redesigned their customer acquisition policy, and chose to first ditch their mobile website in the month of March this year, and then made a decision to shut down their desktop website in May.
Myntra, the online fashion portal that went app-only this May, has relaunched its mobile site but without the ability to make purchases, for which customers still need the app. Popular categories like Shirts, Shoes, Dresses Saris, Bags are live on the mobile website and according to sources Myntra will add to the catalogues in these sections.
As the Myntra’s app-only strategy has failed to reach numerous customers, the company moved back to its web version on the mobile site with even more open approach than Flipkart.
Myntra’s decision to bring back the mobile site comes just weeks after Flipkart returned to the mobile web with its new website.
KPMG executive Mohit Bahl said that the loyal users of Myntra would already have the app installed, however the new users must install the app first to even browse the catalog. As per sources the organization is not giving purchases through this mobile site. Yes, smartphones are the future and we are pacing towards a full-fledged mobile world. It might preferably create a super-lite mobile app which would be capable enough to deliver easy payments without any vents. With this new mobile site, Flipkart was aiming to woo more users, although it now works only on the latest Chrome and Opera mobile browsers. Snapdeal also claimed that a significant lump of traffic comes from the mobile site via a browser.
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There’s more than one reason why a mobile site makes more sense rather than going app-only. Was app-only strategy supportable at the initial point?
