Myntra’s new app to woo customers with new features

App-only fashion platform, Myntra is ready to unveil a new version next month that will be more social and provide mall shopping experience on mobile devices. The new app, called Myntra V2 (short for version 2), will be social in nature and display a different app to each user based upon their previous app visits, likes on Facebook and other social media plugins such as Google+.

The 300-member tech-team at Myntra is busy developing user-friendly features and other features such as image search and chat plugin Ping into the newer version. The current Myntra app lets its shoppers develop their own looks and share them with others.

The company says it has witnessed about 20 million downloads of its app in India and claims to be the largest seller of fashion apparel online with an annual gross merchandise value of goods sold at 500 million dollars (over Rs 3,200 crores).

As a desktop web platform, Myntra had witnessed a sharp sales growth after Flipkart acquired it May 2014. Backed by cash-rich parent, Myntra succeeded in using the opportunity to invest in marketing efforts and discount strategies to woo consumers. It almost emerged as the lead player in the fashion space but decided to, what experts call an unfortunate move to become an app-only format completely shutting its desktop site.