Fashion e-tailer Myntra is set to shut its website from May 1, reports the Times of India. Earlier this month, we had reported that in a bid to move towards becoming a mobile app-only shopping platform, e-commerce firm Flipkart and its unit Myntra both have closed down their mobile websites directing visitors to their respective apps.
Flipkart, which acquired Myntra a year ago, may also follow suit if the experiment goes down well with the fashion e-tailer. 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, report the Times of India, citing sources.
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.
Bansal was quoted in a previous report as saying, “we are (Myntra) 100% focused on mobile and making all our investments on the platform going forward”. In a Times of India report, Sachin Bansal, co-founder of Flipkart, had said that desktops weren’t giving the same return on investments anymore compared to a few years ago. Bansal said Flipkart would keep an eye out for more acquisitions in the mobile space.
According to a recent Morgan Stanley report, online shopper penetration in India is expected to increase from 9% in 2013 to 36% in 2020, primarily led by mobile users. With mobile usage increasing, advertisement costs are declining as traffic is increasing either directly to the website or through a mobile app. This is also increasing customer stickiness as once an app has been downloaded, customers generally visit that website before visiting any other site, the report added.
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.