Grofers abandons app-only strategy & starts selling through desktop website

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Grofers is now available on desktop! The online grocery delivery firm ditched its app-only approach when it launched its desktop website.

On Thursday, Grofers sent out a message to customers directing them towards their desktop website. The message promised offers on purchases, cash backs and a wide variety.

“Launching Grofers website on desktop – Grofers.com. Best offers, wide assortment and home delivery of your groceries. Extra 15 % cash-back on everything. Log on now,” read the message sent out.

Lose faith in the app-only method or was it something else?

When asked if it would stay app-only back in 2015, Grofers’ co-founder, Albinder Dhindsa said, “Yes, we are app-only. We don’t even have web developers; so I don’t think we can do anything about it.”

Looks like the grocery company found itself some developers to do something about it!

Dhindsa further stated, “We have never built a website. We have never had that intent. It’s also about understanding what our use case is—our use case is actually so frequent and people want mobility in these use cases. We are not sitting down and doing the purchase once every two months—these are not big purchases, these are not purchases decisions but these are automatic purchases.”

Grofers was not the only ecommerce company to change its mind about its app only approach. Myntra relaunched its desktop website only a few months ago. The fashion etailer’s CEO, Ananth Narayanan said desktop users did not decrease over time. Also, consumers were requesting Myntra to bring back its desktop website.

Grofers’ losses

The online grocery market scaled downed operations recently and began focusing on profitable cities. Grofers makes losses of Rs. 7.2 crore. But the company feels things will start looking up for it as they are fixing problems costing it money.

Even though the online grocery industry seems to be in trouble, the company is striving for profits. It says orders have dropped, however, its GMV continues to remain the same. Also, its costs have dropped drastically.

Grofers receives the highest funding in its category of grocery delivery startups. By th end of last year, the grocery firm raised $120 million as investment funding. SoftBank, Apoletto Managers, Tiger Global Management and Sequoia Capital all showed support to the company by participating in this round of funding.

But the question still remains, ‘Can it pull off profitability soon?’

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