The world today is filled with screens, and the most dynamic of them all is the one we carry in our pockets.
With this is mind, marketeers and e-commerce websites are now ready for the next big leap. Myntra, the popular shopping online destination for all our clothing needs, pulled down its busy website and went ‘App-Only’ on May 15,2015.
But why can’t the website and the app co-exist?
Flipkart has already announced that they are also aiming to go ‘App-Only’ by the end of 2015. Myntra was acquired by Flipkart in 2014, so is Flipkart test marketing the App Only platform with its new acquisition?
One might say they are. But Flipkart has a different take.
Mobile commerce in India is growing at a rate faster than desktops. Earlier mobile apps were used more to browse – the final purchase would still happen through the desktops. Today an increasing number of shoppers are completing the entire purchase cycle through their mobile apps. With a significant rise in the number of mobile internet users in the country, m-commerce is poised to become the preferred mode of shopping online.
—Mausam Bhatt, Sr. Director (Mobile & Digital), Flipkart
What’s the Catch?
Why just an APP? Is there something more to it than what we see. Sure shopping on an app is convenient and on the go. M-commerce sure is growing but are we going to become the victims of capitalism unknowingly?
How does going ‘App Only’ benefit the e-commerce companies?
— The bounce rate is low. As soon as a user is committed to the app for buying products the browsing can be endless. It’s like playing Candy Crush Saga.
— The E-commerce platform is getting the all important consumer insight from you. By the end of the App Only revolution they will know your likes and dislikes and will push you products on your mobile phone using push notifications.
— A user is left with no comparison on price and availability. For instance on a desktop browser you have the luxury to open new tabs and search for similar products on other e-commerce sites. When in an app it’s just tedious to exit and browse for the same product on another app or website.
— The App will also utilise a lot of your data to market their own products for your to buy. They will also be able to make accurate predictions about your buying patterns and push you a product or service at that time.
It’s ‘App’ For You
Though all this is not that bad, an App-Only platform also has more advantages.
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— You get to shop on the go, from anywhere and anytime.
— The categories are personalised, so you don’t waste time on browsing stuff that you don’t need.
— Sharing a product information to your friends is more convenient.
— There are always better deals on the App, Myntra is giving 50% discounts on products if you buy it on an app.
So, Myntra has started the App revolution for all you shopping needs and Flipkart will follow. But, why are their competitors silent?
Amazon, Jabong and Snapdeal all have a running website and an App as well. Maybe they are just waiting for the competition to test the waters first.
Amazon is the largest e-commerce platform in the world, so no matter how few the desktop users are, they would not like to loose on them.
Filpkart though thinks that M-commerce is the way forward.
We, at Flipkart, are active on both the desktop and mobile format, however, we are witnessing a drastic change when it comes to consumers shopping on the app. Today, over 75% of our traffic comes via the mobile app. The huge downloads of our mobile apps also goes to show how well the Flipkart app has been received. M-commerce is going to usher the next wave for online shopping in this country.
—Mausam Bhatt, Sr. Director (Mobile & Digital), Flipkart
Myntra’s App on the Google Play Store has already amassed almost 10 million downloads, the company targets another five million app downloads in the next three months.
We all love apps, there is no denying that, but then again we all like a little old school desktop browsing too.
And frankly, no matter how small the user base is, it does not cost much to keep both a website and an App running.
What do you think about e-commerce companies taking the ‘App Only’ route. Share you thoughts and join the debate in our comments section below.
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