App-only : Strategy or Stint?

The Indian e-shopping diaspora seems to see a paradigm shift with the declaration of Myntra, the largest online fashion retailer, going App only. India and rest of the world definitely expected this and in fact the mobile app shopping will take a gigantic leap was well predicted by renowned Tech pundits. This approach obviously helps the company to save on the infrastructure and bandwidth, but was it really a right move and not a decision in haste?

According to The Economic Times Myntra has seen a dip of 10% sales since it has shut its website and turned into app-only.
The below given image depicts how Myntra’s ranks declined from top 10 to 26.

The question is “Will now the rest of the e-commerce websites follow suit”?
Lets have a look at some of the viewpoints which makes it for a viable No!

Mentality based shopping:

Understanding the mentality of consumers depends on a very nuanced model. A person while shopping during different hours goes through different moods and their behavioural pattern is defined by their necessity as well as impulsive or compulsive shopping decisions.

From noted experiences of various shoppers it has been seen that while they are commuting in the train or bus they usually like to check the availability of certain products and save them in their wishlist for later. However, they buy the product only after browsing on devices like PC or tablet where they are comfortable to make the payment.
We can not force a consumer to opt for apps only. The luxury of being able to purchase anything anytime is what it first started as. So why change it now!

Desktop still shows higher traffic:

According to Google Analytics it shows that desktop is still leading the traffic generated between
different devices. PCs are most often starting point for complex activities like shopping, paying bills,etc. They still stand as the most popular device with 91% population owning it and doing the maximum activities through it.

Conversion Rates:

The current data shows the variations in the shopping and conversion rates in various devices. It clearly shows that Smartphone add-to-cart and conversion rates are much lower than that for desktop.
Though smartphones and tablets are speeding up in the conversion rates, but it is vital to keep all the options open for the customers.

Multi-screen channels:

Smartphones have been the backbone of our daily media attention. They have the highest number of user interactions per day and is the starting point for most of the multi-screen activities. Though it is seen that about 67% of the people start browsing for products on the smartphone, but for paying or buying the product they switch to PC/Laptops.

So other than focusing only on a single screen,the companies should focus on enriching multi-screen experiences.

Consumer shopping dynamics is changing at a fast pace and before jumping into a strategy a retrospection is required on the needs of the consumer. Although Myntra might have gone to a sales dip initially, we know Luck favours the Bold.

So some initial hiccups are accepted. Keeping the user preference in mind, optimisation across all devices is the need of the moment.

What is your take in this issue? Are you fine with App-only?

Let us know your thoughts. Tweet to us here.

Image credits- Hallaminternet, Monetate,Smartinsights


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