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Online Fashion Retailer Myntra Reopens Mobile Website

Update On :17 February 2016

Online Fashion Retailer Myntra Reopens Mobile Website

Online fashion retailer Myntra will reopen its mobile website on Tuesday, as it seeks to avoid missing out on customers, especially first-time web users, who don’t use the company’s mobile app.

The move comes nearly a year after it shut its mobile site. Myntra, which is owned by Flipkart, has gradually moved towards relaunching its mobile site over the past few months. Last month, during the company’s annual End of Reason sale, it allowed users to browse its entire catalogue on its mobile site.

“During the sale, we got reasonable data that many people were using the mobile site and now, we are reopening it for good,” said Ambarish Kenghe, head of products at Myntra. “But this is not a revenue-related decision. We want to give customers an additional reason to use Myntra. This move will eventually result in more app installs.”

Myntra, which shut its mobile website in March 2015, closed its desktop website in May 2015 and became an app-only online store, in an attempt to dominate mobile commerce. The majority of online retail, though not nearly all, is expected to happen through smartphones by 2020. To prepare the organization for this, Myntra became an app-only platform.

The app-only move was criticized by many analysts and investors as restrictive, extreme and simply unnecessary, especially in light of intense competition from Jabong, Amazon India and Snapdeal.

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