India's Myntra to close website, go mobile only

India's online apparel retailer Myntra is going strictly mobile. The retailer plans to shutter its e-commerce site on May 1 and offer shoppers the opportunity to make purchases exclusively through an app.

This marks the first time a retailer in India has converted to a mobile-only commerce platform, according to the Times of India.

Flipkart, India's largest online retailer, acquired Myntra in July 2014 in a $330 million deal. At the time, the acquisition was viewed as means to create a dominant e-commerce entity in that market.

Today, almost 80 percent of Myntra's traffic and 70 percent of sales come from its mobile app, reported the Times. Mobile sales for parent company Flipkart are lower, but still sizeable: the app draws roughly 60 percent of all retail sales.

Mobile use is particularly strong in India, leading all digital channels, according to a recent report by Morgan Stanley. New startups have even begun to launch operations solely on mobile, targeting the more than 180 million mobile consumers in India, or 60 percent of the 300 million total internet users.

Then consider the heightened "stickiness" of the app experience, one that creates a more loyal and frequent shopper, and a mobile-only platform begins to make more sense.

"We are 100 percent focused on mobile and making all our investments on the platform going forward," said Myntra co-founder Mukesh Bansal in a statement.

For more:
-See this Times of India article
-See this National Retail Federation story

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