App-only plan backfires for Myntra etc

Myntra - dropping app-onlyFashion retailer Myntra, which became the first web-based e-commerce firm to go app-only , has taken a step back. It is rolling out a mobile website, which is currently in pilot stage. The move may have been fuelled by its app-only strategy backfiring and the retailer losing traffic and sales post the development.

Myntra’s parent, Flipkart, also recently re-introduced a mobile web version, Flipkart Lite, which tries to offer an app-like experien ce. Another e-commerce major, Snapdeal, which generates over 70% of its sales from mobile devices, too, has come up with Snap-Lite, a modified mobile web site.

Source: TimesOfIndia
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