Myntra to relaunch website to win back customers

Nine months back, Myntra, India’s top online fashion retailer shut down its ecommerce website and went “app-only.” However, the Flipkart-owned company is now bringing back its mobile site so that the lost customers can be wooed again.

Clearly, the debate in the Indian e-commerce space about the profitability of an app-only strategy has a winning argument.

"We are still focused on our mobile strategy and want to get the consumer experience right," Ambarish Kenghe, head of products at Myntra told ET. "They (consumers) will now have the option of buying on the mobile site but we will keep nudging the consumer to download the app."

It is to be noted that the desktop website is still not functional and users can only visit the site using their mobiles.

With this move, Myntra will be able to attract consumers who want to buy from them but are reluctant to download apps because of their phone’s memory or the liberty to shop in a few clicks leading to unwanted expenditure.

"Mobile-only is a good strategy, but app-only was an extreme step of that," said a former Myntra official on condition of anonymity. "If it (impact of app-only move) wasn't significant, they wouldn't have shifted back. But the reflex action of the system is not bad. It is a learning for any other company that consumer-friendly decision is important," the person said.

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