Myntra revives mobile site

17 Feb '16

2 min read

Online fashion retailer Myntra has reportedly decided to bring its mobile site back after flirting briefly with the app-only strategy. That means consumers will now be able to buy products on Myntra through its app as well as through the mobile site.

Myntra had closed its mobile site around 9 months ago , convinced that it needed to focus solely on the app because most of its consumers were reportedly coming to the site using a smartphone.

Myntra's decision to resurrect the mobile site comes a few months after its parent company Flipkart, again started selling goods through its mobile site. For Myntra and Flipkart, shutting down the mobile site didn't yield the desired results.

But even as it has revived the mobile site, Myntra says that it doesn't have any plan to revive the desktop site. Consumers will have to use an app or the browser on a smartphone to buy products from Myntra.

"We are still focused on our mobile strategy and want to get the consumer experience right," Ambarish Kenghe, head of products at Myntra, told The Times of India. “They (consumers) will now have the option of buying on the mobile site but we will keep nudging the consumer to download the app."

Myntra said that customers who do not have the app will automatically be redirected to a link to download the mobile app. (SH)

Fibre2Fashion News Desk – India

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