On Monday when I tried to open Myntra website on my laptop, I was in for a big surprise. In bold letters it said,

DOWNLOAD THE MYNTRA APP NOW
Your choice. Your taste. Your style.
All on your most personal device.

Obviously, I hadn’t followed up on the news and was oblivious to the fact that Myntra had shut down its website on 15th May 2015 and became an App only platform. It is rumored that Flipkart the parent company of Myntra would also follow suit in almost a year. Buoyed by the fact that almost 95% of the traffic at Myntra takes the mobile route and mobile commerce contributes to 70% of their sales, Myntra is all set for the metamorphosis. Recent proliferation of smartphones and tablets (especially in tier II and III cities) and greater access to the internet via broadband, 3G, 4G etc helped build the foundation of an ever growing online consumer base in India.
According to a recent Morgan Stanley report, eCommerce penetration in India is set to grow from 9% in 2013 to 36% by 2020 and most of it being contributed by mobile users. Indeed, I remember, one of my friends was busy adding items to the shopping on a popular eCommerce site on his iPhone coz he would get X% discount more for shopping via the mobile app. Agreed, most of us are deal hunters and we swim with the current but who wouldn’t like a bit of a personalization. With eCommerce companies with a serious eCommerce mobile strategy, encouraging customers to download and use the mobile app, it certainly means that app only culture is in the offing. Only Myntra is the first eCommerce company in the world to implement this bold step.
Needless to say, shopping is a personal experience and Myntra is trying to cash in on this. However, personalizing this experience to a level that it is only available on your personal device could actually make or mar the profits of the company. Not all users are of the same composition. While some would feel irritated of the constant notifications indicated by a beeping handheld device, there would be others who would feel neglected with very few notifications. It all depends upon Myntra now to hold and keep its customers on its mobile because we all know that an app can be deleted with greater ease than what was required to download it. Also, there is a fine line that separates engagement from intrusion.
I have shopped on Myntra a good number of times in the past and I was happy with the experience. I may even download the app for now. But whether I will shop only from Myntra is a matter of “choice”. This is because I cannot change my shopping habit. I love to browse through various eCommerce sites when I look forward to buy something, compare prices, add items to the cart and depending upon the urgency, proceed to check out which could be from a handheld device in case I did not complete the action on my desktop.
What would be the repercussions of app only platform for eCommerce application developers. Well more work possibly; demand for flawless work undoubtedly, greater attention to incorporate better UI/UX into the app definitely and increasingly better career opportunities for mobile app developers. In fact if this step leads to success, Myntra will have a first mover advantage for sure but there will be many other eCommerce sites and boutique online shops that will follow suit with varying degrees of success.
I keep my fingers crossed. At this point of time I am left to wonder how relevant that small icon on my mobile phone would be in the times to come. Only time will tell…