Myntra, the Flipkart-owned online fashion retailer is now on a move to replicate its parent — by relaunching its mobile website. Earlier this year, the company decided to shut down its mobile and desktop website in order to go app-only.

The change was spotted by folks at MediaNama. While you won’t be greeted if you visit its mobile website right now, but parts of the website are already live. Website’s catalague for several categories including Shirts and Sarees is already live.

It seems that the content is still being populated and once all the products have been populated, the company may officially announced the re-launch of its new mobile website.

Currently, only catalog is available and if you wish to buy any product, you will have to go to its mobile application as purchasing is still not supported on the mobile website. But, we believe that once the website gets officially launched, the company will also integrate payment gateway in the mobile website itself — as was previously the case.

Myntra was the first online retailer to opt for an app-only approach. Following that, its parent company, Flipkart also tried a similar stunt, but it didn’t turn out as expected by the company. Thus, earlier this month, Flipkart relaunched its mobile website.

The company has justified going to app-only model by stating that is receives about 92% of its traffic comes from mobile devices.

Now, it seems that Myntra has realized what it has been missing due to its app-only approach. While there are several advantages if the customers are using company’s mobile application as they can provide more personalized recommendation and offers that you are likely to be attracted to, it doesn’t make sense to restrict your business’ reach when you can attract many more users if you are open to all available modes.

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