Myntra set to become ‘mobile-only’ by 2015

Sangeetha Chengappa Bengaluru | Updated on January 24, 2018 Published on December 23, 2014

Prasad Kompalli, Head of Sales & Marketing, Myntra

Targets next generation, smaller towns to rev up sales

Fashion and lifestyle e-tailer, Myntra, is all set to become a ‘mobile-only company’ by May 2015 as mobile traffic to its site continues to soar.

The company, which was acquired by Flipkart earlier this year, rakes in 52 per cent of its revenue from mobile traffic at present, compared with 13 per cent this January.

“Growth in mobile commerce continues to beat our expectations month-on-month, and we will close this financial year ending March 31, 2015 with 75 per cent of our revenue coming from mobile. Of this, 60 per cent of mobile traffic will come through our Myntra app and the rest through the mobile web browser. This is because navigation is faster and more intuitive on the Myntra mobile app compared to the mobile web browser which is slower,” Prasad Kompalli, Head of Sales & Marketing, Myntra, told BusinessLine.

Pointing out that 55 per cent of new customers visiting Myntra everyday are through mobile devices, Kompalli said, by May/June, Myntra will transform into a mobile-only company. Myntra targets shoppers in the 18-27 year age profile, many of who live in Tier-II and -III towns.

“While shoppers in Tier-I cities visit Myntra website using laptops, desktops, tablets and smartphones, mobile is the only device available to many of our customers from Tier-II and -III towns, which contribute to 50 per cent of our revenue and is growing at a faster clip,” added Kompalli.

It is a similar story at parent company Flipkart, which receives over 50 per cent traffic to its site via mobile compared with 10 per cent a year ago.

To reach out to a wider audience of shoppers around the country, Flipkart announced ‘Flipkart Big App Shopping Days’, which ran between December 8 and 12. The sale received more than 2 million downloads with 70 per cent of the transactions through the Flipkart mobile app.

“This has been a great learning for us, to be able to leverage technology and our supply chain capabilities to engage, delight and deliver a seamless experience to our customers. With increase in Internet penetration, adoption of smartphones and lower data costs, we are confident that mobile commerce will grow tremendously in the next 6-12 months,” said Mausam Bhatt, Senior Director, Mobile Marketing, Flipkart.

According to a study by Technopak, there are nearly 73 million smartphone users in India compared with 51 million PC/Notebook users and the number of smartphones is slated to grow to 440 million by 2020.

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Published on December 23, 2014
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