The following article is based on my own interpretation of the said events. Any material borrowed from published and unpublished sources has been appropriately referenced. I will bear the sole responsibility for anything that is found to have been copied or misappropriated or misrepresented in the following post.
Amit Singh Bhadauriya, MBA 2014-16, Vinod Gupta School of Management, IIT Kharagpur
If you love to shop from e-commerce websites and has visited Myntra’s website. Then you must have noticed a green border at the top of the Myntra’s website which displays that that are giving extra 5% off if you will shop through their mobile app. This is because that the biggest clothing e-store in India, which has been acquired by Flipkart last year, has decided to shut down its website on May 1. And it will only sell its product through its mobile app.
About 80% of the traffic and 60% sales of Myntra is through mobile app and this traffic is increasing day by day. Myntra co-founder Mukesh Bansal said in February that it is “100 percent focused on mobile and [is] making all our investments on the platform going forward. There has been a rapid growth in mobile platform because fashion shopping is quite impulsive”
At one side Myntra seems to be totally dedicated to move their traffic to mobile app and is confident that by the end of the year about 90% of the sales will be through mobile app. But at the other hand, customer has mixed feeling. There are still many people outside who prefer desktop experience better than mobile. It may be because of its big screen and ease of operation. And taking such a big decision of switching totally from normal website to mobile may hurt Myntra’s business and can be a gain for other competitors like Jabong, Snapdeal etc. Even if sales through mobile is quite high and increasing, I still would have suggested them to wait for some more time or keep selling from both the platform, normal website as well as mobile app.