App-only Myntra is going back to desktop version, hopes to gain back customers

Flipkart-owned Myntra went app-only a year back with an aim to accelerate growth and customers.

It had launched a mobile-only website also after its 'End of Reason' sale in January flopped as customers without the app couldn’t make any transaction.

"We have been humble enough to realise and listen to our customers' needs and hence, we are re-launching the desktop version on June 1. This will help us bring back customers, help women shop more on different screens and suit our newly launched furnishing and jewellery categories," said Ananth Narayanan, CEO of Myntra.

By going back to its desktop version, Myntra will gain back its customer, minimise losses.

"In such tough market conditions where funds are drying up, this will easily take care of around 10-15% sales growth and help them stay away from the red line," an ex-Myntra executive told ET.

As per reports, Myntra had missed its target of achieving $1billion annual gross merchandise value (GMV) last fiscal and achieved $800 million GMV run rate in January 2016.

Online shopping through smartphones is proving to be a game changer and can contribute up to 70% in next few years, an Assocham report stated.