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Myntra reopens its mobile website

By Meenakshi Kumar

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From today, online fashion retailer Myntra reopens its mobile website, which is especially meant for first time web users who don’t use the mobile app. A year ago, the company had shut down its website. This move has been taken in the last few months. During its End of Reason sale last month, it allowed users to browse its entire catalogue on its mobile site.

By 2020, it is estimated that majority of online retail will happen through smartphones. With that in mind, Myntra had shut it mobile as well as desktop website and became an app-only e-tailer. However, this move was criticised by many analysts and investors as being too restrictive, extreme and unnecessary. Initially, in the first 2-3 months the sales dropped but returned to the same level soon after. The company claims that its user base has nearly doubled to roughly 8 million since becoming an app-only platform. Last month Myntra had annualised gross sales of USD800 million, a 70 per cent jump from January 2015 and now the company estimates that annualised gross sales are likely to return to USD600-650 million by March.

Ambarish Kenghe, Head of Products, Myntra, refutes the suggestion that the app-only strategy didn’t work. He asserts that relaunch of mobile site is not a change in their strategy and they continue to be focussed on their new app. He says that even on the mobile site they will keep ‘nudging the customers to the app’.

Myntra