While it had already been rumoured that Flipkart-owned online fashion retailer Myntra will be shutting down its web platform, another report from TOI has now further corroborated that finding. The report further says that the online retailer is planning a major branding campaign to launch as a mobile-only platform.
The company launched its mobile app last year and has seen huge rise in the app’s usage on all platforms – Android, iOS and Windows. This also seems to be a good move for the company itself, as it draws about 80% of its traffic and 70% of sales from its mobile app.
Previously, Mukesh Bansal, founder of Myntra, said that they are making Myntra 100% mobile-focused and will invest in mobile platform development. Now, to further fuel that mobile-only focus, Myntra is also planing a 360-degree advertising and marketing campaign to announce its app-only presence. The campaign is expected to be announced in coming weeks.
India is world’s 2nd largest market and a research report from Morgan Stanley expects online shoppers in India to increase to 36% by 2020 compared to 9% in 2013. It is also claimed that by 2020, most of the users will be shopping via mobile app.
Currently, Flipkart draws 70% of its traffic from mobile, Snapdeal draws 65% traffic through mobile while Shopclues and PayTM claims to receive 40% and 33% orders respectively via their mobile app.
Recently, Flipkart and Myntra announced taking down of their mobile website. Whenever a user visits their mobile website, it will redirect to their mobile app.