Myntra's app-only strategy doesn't seem to have worked well. The app-only strategy has failed and the company is all set to roll out a mobile site, reports The Times of India. Flipkart too recently launched a Flikart Lite, a mobile site. Flipkart too had decided to retract its app-only strategy.
SEE ALSO: Lava Iris X10 with 5",3G RAM and 2900 mAh battery launched for Rs. 11,500
Myntra closed down its Desktop site and moved to an App-only platform, making the Myntra app available on Android and Appstore. This meant that users are left with no choice but to use only the app to shop for fashion and fashion accessories. Myntra took the decision of app-only strategy after it claimed that it received huge traffic from mobile visitors and that most of the transactions happened on Mobile phones and very less on desktop.
Myntra expected that initially its numbers would drop by a small margin, but it seems that the strategy is not working.
Recently Flipkart was the first e-commerce player in India to release Flipkart-Lite, a mobile version of its website. This was followed by Snapdeal who shortly launched Snap lite, a lite mobile version of its website.
While it is true that several transaction happen on mobile, Indian shoppers are not necessarily going to shift to mobile in a day. The shift towards mobile devices is going to be more gradual. E-Commerce companies are being restrictive about customers who choose to shop from the Desktops. The biggest hurdle remains a fast internet connection and a lot of traffic to e-commerce websites still comes from google.
SEE ALSO: LG Class with 5" HD display, metallic body, 4G LTE will also be known as LG Zero
It is still unclear if the future of e-commerce will be app-only in the future. But for now, E-Commerce still gets huge traffic from mobile, if not all. It remains a hard decision for e-commerce companies to shift to app-only by doing away with the their desktop websites.