Online fashion seller Myntra will shut its website from May 1, in what is a ultimate step towards becoming only a mobile app-based retailer, sources close to the development. This will be the first such instance of an e-commerce player transform into a mobile-only entity as internet usage over smartphones surges in India.
Myntra may look to phase out its web presence sometime during this year. However, the decision to shutter the site has been advanced, said sources, who did not want to be named. Flipkart, which acquired Myntra a year ago, may also follow suit if the experiment goes down well with the fashion e-tailer.
Both Flipkart and Myntra have already closed down their mobile websites directing visitors to their respective apps.There is a 360-degree advertising and marketing campaign being planned by Myntra to announce its app-only presence which will be unveiled in the coming weeks.
Currently , Myntra draws as much as 80% of its traffic and 70% of sales from its mobile app. Flipkart, too, registers more than 60% of sales through its app.