Myntra to go app-only from May 15

Startling the eCommerce business community around the globe, fashion portal Myntra — owned by India’s largest eCommerce firm Flipkart — on Tuesday decided to ditch all other channels (website, mobile site) and go app-only from May 15 to reach out to customers.

Announcing the plan, Myntra CEO and head of commerce at Flipkart,  Mukesh Bansal, said customer shopping experience is at the cusp of change in India.

“Consumer behaviour underwent dramatic changes with the advent of smartphone penetration. Currently, about 95 per cent of Myntra’s traffic is being channeled through mobile. Mobile accounts for 70 per cent of its total revenues,” he said.

He also said that fashion has become a very personal experience and only an app can play a major role.

“Only a Mobile app can truly deliver this experience. It captures the user’s lifestyle and context in a manner that no other medium does. Myntra is targeting an additional five million app downloads in the next three-four months to add to its current nine million app users,” he said.

Myntra, the fashion-only online retailer, said the company will invest heavily on technology to tackle the enormous traffic flow and provide personalised experience. Mukesh said the company will hit $1 billion in gross merchandise volume (GMV) by 2016.