Myntras App Only Strategy

The online fashion retailer Myntra decided to shut its website from May 15, 2015 and continue operations exclusively on its mobile app. In an email to its customers, announcing the move, Myntra said that fashion shopping being a very personal experience, varies with individuals. The kind of style, trend and brands that one follows is unique. Hence, for delivering the best value proposition to the customer can be through personalization which can be offered on a device like the mobile phone that knows the most about the customer. [1]This move was justified by Prasad Kompalli, the head of Ecommerce platform of Myntra, who said that the app platform accounts for 90 percent of the traffic and 70 percent of the orders on Myntra. He added that only an app can give a personalized and seamless shopping experience to the customer and Myntra would introduce further innovations in the app to provide the best shopping experience to the customer.Flipkart is also planning to shut its desktop website. It has already shut down its mobile website. When users log in to the website, they are redirected to a link from where they can download the Flipkart mobile app. A Flipkart spokesperson said that the company believes that an app can provide flexibility to the customer and it is designed to work in low bandwidth connections too. Ecommerce in India