Myntra’s ‘End of Reason Sale’ suffers technical glitches

As has been the case many times in the past, app-only format Myntra was not able to handle the unexpectedly high traffic during its 'End of Reason Sale' on July 18 and 19, for almost 45 minutes, leaving shoppers disappointed. Experts have been expressing concerns over online platforms’ inability to manage sale events.

The technical glitch occurred when Myntra was to run its 90 percent exclusive sale on the second day of its sale event. Customers were unable to log in and got the error message stating ‘Cannot get/deals/events?’. However, as per Shamik Sharma, Chief Product and Technology Officer at Myntra, such issues happen when visitor turnout exceeds beyond expectation and the company is working on strengthening its backend systems to avoid such problems in future.

He said that since Myntra changed to a mobile-app-only format recently in May, technical teams are studying the traffic patterns and working towards improving the user experience. The company hopes to better its services in the next couple of years. While the company saw sales decline by 10 percent in May, Sharma says that 30 percent of traffic was driven by desktops, so they feared 30 percent decline, which wasn’t the case. The company expects its loyal customers to return to the mobile format in next three to six months.