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Myntra transitions to 'mobile app only'
May '15
Mukesh Bansal (left) and Sachin Bansal
Mukesh Bansal (left) and Sachin Bansal
Marking the end of desktop and browser based shopping, Myntra – one of India’s leading e-commerce platforms for fashion and lifestyle products – has announced the company’s transition to a ‘mobile app only’ platform from 15 May, 2015.
Myntra took this step towards creating a differentiated shopping experience for its consumers, which will be individualised and engaging, as mobile-based commerce is emerging as the next biggest opportunity, according to a company release.
The number of smartphones is projected to rapidly increase from 120-140 million in 2014 to 600-700 million in 2020. This will provide the base for creation of an inclusive market unprecedented in the history of fashion shopping.
According to a recent study, 90 per cent of smartphone users in India use apps, which is close to 158 million as of today. The country ranks second only to the US in the usage of shopping apps. This shows that mobile apps are taking utilitarian role in users’ life by being the default mode of accessing and consuming Internet services. 
“We are already seeing the development of mobile-based commerce, which will be the most powerful, personalised, intuitive and inclusive market. It’s a great step that Myntra has taken towards creating a differentiated experience that will generate customer pull and make it a one stop solution for all fashion needs,” said Sachin Bansal, co-founder and CEO of Flipkart, which owns Myntra.
According to Mukesh Bansal, CEO Myntra and head of commerce Flipkart, “Fashion is a very personal experience. We believe that only mobile can truly deliver this experience as it captures user’s lifestyle and context in manner that no other medium does.”
By going App Only, Myntra plans to take the next step by bringing a whole new experience to its users through a rich set of features that would enable discovery and consumption of fashion products, content and services – personalised to individual’s need, taste and choice.
More than 9 million users have downloaded the Myntra App so far. The company is targeting another 5 million app downloads in next 3-4 months with customer engagement increasing multi-fold over the quarter. (RKS)

Fibre2fashion News Desk - India

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