Myntra has decided to drop their app-only ‘long-term strategy’ and is rolling out a mobile website, which is currently under pilot testing.

The development comes after their app-only strategy backfired with a steep fall in traffic and sales.

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Snapshot of Myntra’s Google Play Store Reviews

It would be on the lines of a catalogue available on the mobile site and simultaneously it would put Myntra back on the Google search platform,” a source told TOI.

Myntra’s alexa ranking fell from 17 to an all-time low of 289 in India; it fell 713 positions from global ranking perspective [in just three months]. Customers too expressed dissatisfaction against the app within months as there was surge 1 star ratings.

They also fell to the competition from their rivals like Jabong and Snapdeal as many customers reported facing app crashes while purchasing from Myntra’s app.

Myntra’s parent Flipkart recently launched a ‘Lite’ version of it portal for mobile users. Their rival Snapdeal also came out with a similar strategy in November this year.

– Competitor, Voonik too ditched its app-only model and launched a desktop site.

2 Comments

  1. I don’t think we should consider Alexa stats. It is because Alexa stats just works for desktop and counts only people who are using browsers with Alexa installed. It does not measure apps traffic. So, for a company which works on app only model. Alexa is useless stats to consider.

    I am sure Flipkart saw improvement after launching mobile site. This could be a reason why Myntra is considering to follow the path.

  2. ditching the App model means rolling out a website, not just a mobile website.

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