Myntra Will Shutdown Its Website From May 15 & Shifting To App Only

Online fashion retailer Myntra will shutdown its website from May 15, shifting to an exclusive mobile app-based model.

As we reported earlier, this will be the first such instance of an e-commerce player transforming into a mobile-only entity as internet usage on smartphones witnesses a surge in India.

Myntra informed users about the move through print ads published in national dailies and via e-mail.

The e-mail communication mentions that the online fashion experience is a personalised one and is ‘only possible through the device that is closest to the user.’

The company believes that the mobile app will bring in more innovations, such as adapting to a viewer’s location or previous purchases and cameras to shop for outfits seen on passers by.

Both Flipkart and Myntra have already shutdown their mobile websites directing visitors to respective apps. Currently , Myntra draws as much as 80% of its traffic and 70% of sales from its mobile app.

According to a top executive of the company, Myntra, could turn profitable within a year or two as it cuts back on bargains, improves its mobile shopping app and pushes more of its own label garments. Myntra was bought by local e-commerce giant Flipkart for about $300 million last year, but operates independently.