There was a lot of noise in the world of digital media when Myntra, a fashion related e-com portal decided to go app only ditching its mobile and desktop site. The reason cited for the same was that more than 80% of the visiting traffic on Myntra is via the mobile application, where 70% of the transactions took place. It was an easy decision as it is definitely more cost effective to maintain one platform rather than multiple. However, it looks like the app only move has hit the revenues hard and perhaps due to the inability of the app to acquire new users, Myntra has decided to go back and relaunch its mobile site.
The move is a little half-hearted so far as you still need to be redirected to the mobile app of Myntra to purchase the product after you have viewed it on the mobile site. Also, not all the categories have been launched on the mobile site and as a result, you are constantly looking to juggle between the site and the app. Seeing Myntra, its parent company, Flipkart too had decided to go app only, but put the decision on hold earlier this year. Since then Flipkart has gone on to launch its Lite Mobile site and now Myntra has followed the lead.
Will we see a Myntra desktop site too, soon come up? Is this the first clear indication that the average Indian customer is still more likely to visit a desktop site rather than an application? We shall find out soon enough.