Ecommerce companies are increasingly leaning towards smartphone applications. Most companies contend that majority of their business comes from their apps and not the website. Apart from Myntra (fashion), the others who are app-only include TinyOwl (food delivery), Faasos (food), Ola (cabs), and Grofers (grocery delivery).
Smartphone penetration and adaptation has a remarkably high rate in India, according to a study conducted by Wharton University of Pennsylvania.
Sreedhar Prasad, business consulting partner at KPMG says, “The pace of smartphone penetration and mobile Internet in India has led to an acceleration of the app model much faster than elsewhere.”
However, will app-only strategy translate to happily ever after for Indian ecommerce?
Browsing in an app offers the following benefits to users:
Find out how
At the same time, the following disadvantages could come in the way:
Experts are divided on the ideal solution. However, the majority feels that going app-only may not work. Kartik Hosanagar, a Wharton professor of operations feels that it could be ‘risky’.
Rishikesha Krishnan, director of the Indian Institute of Management Indore says, “My own suspicion is that a hybrid approach is better.”
It would be prudent if ecommerce companies exercise caution before taking drastic measures. However, one should also consider the area of operations before deciding if a website is needed at all.
Editor team is specialized in introducing the marketplace content targeting the Indian online sellers. They plan and coordinate to bring the appealing content for the small businesses on how to partner with the e-commerce sites like Amazon and Flipkart and strategies for improving their online business.
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