India’s top online fashion retailer, Myntra brought back its mobile website to win over customers who were potentially lost when an app-only switch was made last year. The move comes three months after its parent company Flipkart launched its own mobile version called ‘Flipkart Lite’ in November, 2015.
Myntra which went ahead with an app-only model after seeing a bulk of its traffic from the Myntra app is claiming that the mobile website is only an extension of the app. In an official statement from Amarish Kenghe, Head of Products at Myntra, it is clear that the company has no plans to move away from the m-commerce model.
“The relaunch of the mobile site is not a change in our strategy. We continue to be heavily focused on our new app. The mobile site will be functional and the app offers a far superior experience. We will keep nudging users to install the Myntra app even on the mobile site” said Kenghe.
Myntra tested its mobile site during the ‘End of Season Sale’ last month. The testing allowed customers to access and browse the entire catalogue through the mobile site. This made first time Internet users get access to a wide range of fashionable products at Myntra. Realizing the potential of a mobile website, the Bangalore-based company has rolled out its mobile platform.
Considering the ambitious target of $1 billion in gross sales by March 2017, the 150 million+ active web users was too much to resist for Myntra. It still has to be seen if the company would bring back its desktop site any time soon!