In a recent move, Indian e-commerce company of fashion and casual lifestyle products Myntra has went ahead to wave off its mobile-only strategy and is all set to re-launch its desktop version next month.
Myntra, almost a year back, shut its desktop site and turned into an app-only store and this move was much criticised by the industry pundits on its viability. The company has now decided to restart its desktop version in order to tap the lost customers and drive growth.
Talking to a leading media house about the same, company’s CEO, Ananth Narayanan said that Myntra has been humble enough to realise and listen to its customers' needs and hence, it is re-launching the desktop version on June 1.
This will help the firm to bring back customers, help women shop more on different screens and suit its newly launched furnishing and jewellery categories, he added.
Industry experts see this as a right step which will help the ecommerce company to cut down on losses without making additional investment.
An ex- Myntra official sees it as an apt move amid such tough market conditions where funds are drying up. This will easily take care of around 10-15% sales growth and help Myntra stay away from the red line.
The Flipkart-owned company has significantly come up with this re-launch over the last few months. During the company's 'End of Reason' sale in January, users without the app could view a page related to the merchandise if a link was sent to them by an app user. However, no transactions were allowed then. The company re-launched its mobile website the following month.
A recent report published by ASSOCHAM said that shopping online through smartphones is proving to be a game changer and m-commerce could contribute up to 70% of the total revenues of the ecommerce players over the next couple of years.
Surely the desktop version will not be as appealing as the mobile app, but still it will purely be an eCommerce site where consumers can browse and buy products. As per Narayanan, the mobile app will still continue to dominate the channel and company will continue to nudge its potential customers to get its app. However, the company no longer wants to miss out acquiring those who don't want to download it.