The Flipkart-owned online fashion retailer Myntra announced on Tuesday that it will shut down its website and go “app only” from May 15 onwards. The company decided to take this step after it saw that close to 95% of the internet traffic and 70% of sales at present are via mobile devices.
Sachin Bansal, co-founder & CEO, Flipkart, said with the tremendous growth of smart phones in India, consumers are shifting fast to smart phones for commerce and information consumption in a big way. Smart phones with apps are becoming utilities that consumers access constantly for their various needs on a daily basis, Bansal said.
Myntra plans to provide its users a set of features that would enable discovery and consumption of fashion products, content and services—personalised to individual’s need, taste and choice.
“Fashion is a very personal experience. We believe that only mobile can truly deliver this experience as it captures user’s lifestyle and context in a manner that no other medium does. Think of all the hardware and software features that one can leverage like camera, contact, location etc. to understand the user’s context and deliver the experience that is deeply personalised” said Mukesh Bansal, CEO, Myntra & head of commerce, Flipkart.
Mukesh added that Flipkart too will become app-only in a year or two.
Myntra was acquired by Flipkart for $300 million last year and both have already shutdown their mobile websites and redirect its customers to respective apps.
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