Fashion etailer Myntra seems to be in trouble again. The recent End of Reason sale that Myntra held had buyers pulling out their hair as a result of technical problems in the app. In this report, ET Retail says that an unexpectedly high number of visitors caused the technical glitches. It appears as though around noon of the second day of the sale, when Myntra had promised a 90% discount, the app witnessed a high percentage of customers.
Paradoxically, a high customer visit, which is an ideal situation, is causing the problems.
Since Myntra decided to close its website and go app-only, it has constantly been at the eye of a storm. IOS reported that the etailer had witnessed a drop in 10% in its sales shortly after it shut down its site. Rival fashion etailers capitalised on this, and maintained that they would never show such inconsideration to their customers, and force them to use a particular medium to shop.
Shortly after this, Myntra launched an ambitious sale. Sadly, customers had to deal with the app crashing. Subsequently, Myntra issued email apologies to all its customers for the problems in the app.
Shamik Sharma, chief product and technology officer of Myntra, said, “I would say by and large our technical systems worked very well, except for the 45 minute period on the second day.” He also maintained that no matter how well one prepares for a sale, the traffic always beats the estimated numbers.
Sharma said that the technical team is still figuring out the nuances of handling the app since the transition. “In the course of next couple of years, you should start seeing a more robust system in place,” he said.
He wasn’t too perturbed by the drop in sales immediately post turning app-only. According to him, it could have been worse. He says that over the last 30 days, Myntra’s revenue has been higher than during the 30 days before shutting down its website.
Could this be a sign of Myntra recovering its sheen? Shoppers can look forward to better services in the app in the next few years if Sharma’s words are to be taken in its face value.
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