Today's world completely revolves around smartphones and the users are constantly on the look out for a better and cakewalk experience while using an application on the smart phone. Keeping this factor in mind, Myntra in May this year announced that it would go app-only and became the first ever e-commerce firm to undertake such a move in India.
The change of course is being attributed to the fact that from the moment Myntra decided to go app-only it started losing traffic and its overall sale ratio too got down to the minimal. According to experts, Myntra's move to offer a mobile catalogue is primarily to attract new customers as most of them search for a product on Google first and go to the sites based on top search results.
Taking hints from Myntra two other e-commerce websites, namely Flipkart and Snapdeal re-introduced the mobile web versions of Flipkart Lite and Snap-Lite that generates over 70% of its sales from mobile devices. Flipkart worked with Chrome and Opera to build this Flipkart Lite site, and plans to do the same with Firefox. Also, during the launch of Snap-Lite, Snapdeal officials had said that out of its total mobile traffic a significant chunk comes from the mobile site used via a browser.
According to sources Myntra's mobile website version is still being rolled out to users in parts and the users still would have to make the final purchase on the app and the reports also state that the firm is not enabling purchases via this mobile site. A source also revealed that "It would be on the lines of a catalogue available on the mobile site and simultaneously it would put Myntra back on the Google search platform,". As per Mohit Bahl of KPMG India "shrinking dedicated space for separate mobile apps is also a reason for the tweak in Myntra's strategy."