E-commerce website Myntra, which opted for the app-only model last year has finally made a comeback with its desktop website.
The Flipkart-owned company had embraced the app-only model and shut down its desktop and mobile websites in May 2015. However, it later brought back its mobile website for some sections with the option to purchase still limited to application.
The fashion portal had moved to an app-only model in May last year for two main reasons — 70% of its revenue was coming from mobile apps and the country’s mobile-first generation was its target audience.
Even after 70 percent of Internet users in India accessing the Web through their mobile phones, the app-only model doesn’t seem to be working for e-commerce players as the consumers prefer to see and buy stuff on a bigger screen than on a mobile phone. While some e-tailers shifted their focus to mobile apps, most have decided to switch back to the website model to get more and more users on board.
Myntra had announced last month that it has clocked $800 million (roughly Rs. 5,455 crores) in annualised GMV (gross merchandise volume). The company hopes to achieve a $1 billion (roughly Rs. 6,800 crores) GMV run rate by FY 2016-2017. The company has eight million monthly active users, and ships over 50,000 products daily, according to its last update.
