Fashion etailer, Myntra took the leap of faith to go app-only on the 15th of May this year. Shortly after we heard that the app crashed during its first app sale and we wondered if the mobile website would be brought back. Last month, Myntra updated its app (Myntra V2) with enhanced features, which we assumed would be the end of the app v/s web argument. Then its owners, Flipkart, relaunched its mobile website with the help of Google, having shut it down last year. Yet again we ask Myntra, are you relaunching your mobile website?
Some features made available
It is now reported that Myntra is using its mobile website to create traffic across certain categories such as sarees and shirts. Furthermore, the website homepage is still linking to the app, which is another clue. As of now payments can still only be made on the app and the company has not come out to put the record straight so we will just have to watch this space.
Victory for Voonik
While we are kept guessing for a little while longer about the status of Myntra, others have made their views crystal clear. Take online fashion etailer Voonik for instance, who is enjoying success with its app -only strategy but is now creating a desktop version also to attract a larger market.
- Voonik has clocked up 3.5 million app downloads
- Is currently achieving 5,000 sales a day
- After desktop launch aims to generate 20,000 daily orders by January
“While other e-commerce companies are switching to an app-only strategy, we at Voonik think we are moving closer to our user base by providing them access to a personalised store across multiple platforms. We have the highest conversion rate in the industry for our app and we expect to get the highest conversion on desktop,” the company said.
Re-inventing the wheel?
While the Diwali sales saw good traction for online marketplaces using apps, issues such as poor mobile connectivity, ease for price comparing and low smartphone memory still seem to be hindering etailer’s apps.
As the old saying goes ‘you do not have to re-invent the wheel’, especially rings true for the ecommerce industry where we see one etailer bring out an innovation, only for another to replicate the strategy within 48 hours. On the subject of app-only strategy though, it seems to be a sticky topic where as the debate rages on there are still not many takers to put all the eggs in one basket, no matter how many smartphones are being sold in the country.