As has been known for quite some time now, Myntra, the Flipkart-owned Fashion-only online retailer has now started sending out e-mails to its customers, that the store would be going app-only starting May 15th, thus shutting down its web services.

This move however isn’t surprising. A series of developments and numerous reports had always indicated towards an eventual mobile-only push. Earlier in March, the company had shut down its mobile website. The mobile website redirects users to a landing page of its app.

Then, Myntra recently acquired Native5, a Bangalore based mobile application development company which had developed a cloud platform to create mobile apps for smartphones and tablets. Reports had indicated that its Native5’s team which Myntra was interested in, and not the entire platform per say, probably to roll out its mobile-only platform in a more aggressive manner.

While customers aren;t really all-go for Myntra’s app-only move, the fashion retailer has however justified going to app-only model by stating that is receives about 92% of its traffic comes from mobile devices.

In a statement about going app-only, it stated:

We believe fashion is a very personal experience. Your sense of style, the brands you wear, the trends you choose to follow are unique to you. What inspires you to Look Good changes and evolves every day. The best fashion experience therefore, is a truly personalised and engaging one that is only possible through the device that is closest to you. A device that understands you – your mobile.

The upcoming version of its mobile app is expected to come with features like recommending specific “handpicked” products that suit the consumer’s style and informing consumers about the latest collections and offers based on their search & purchase history. It will also provide tips to style buys, fashion inspiration for every occasion, the latest celeb looks, DIY hacks and much more.

Moreover, in a bid to provide a more personalised shopping experience to its users, Myntra will collect browsing history and numerous other details via its app, in order to generate a better recommendations’ list for when you visit the app again.


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