India’s largest fashion portal, Myntra, will re-launch its desktop website on June 1, 2016, officially ending its plan of turning into an app-only marketplace. It shut its mobile website in March 2015 and closed its desktop website in May 2015 in an attempt to dominate mobile app commerce but its app-only move was criticised by many analysts and investors and triggered a debate among online players on whether this move will work or not.
“It is part of the Myntra culture to try bold things. We tried to do this last year because we thought we can offer consumers a much better experience on the mobile. While that is still true that the mobile experience is far superior to the web, we have recognised that some consumers still want the option to shop on the web; we are humble enough to listen to our customers,” Myntra’s chief executive Ananth Narayanan said. “This will help bring back customers, help women shop more on different screens and suit our newly launched furnishing and jewellery categories,” he added.
The company said it expects 15-20% of its sales in the current financial year to come from the desktop website, highlighting the misstep it made last May. While Myntra continues to push its potential customers to get onto its app, it no longer wants to miss out acquiring those who don’t want to download it.