Flipkart to Go Myntra's App-Only Way From September

The company's Chief Product Officer Punit Soni told employees at a town hall meeting last week that Flipkart will operate only with a mobile app from September, a spokesperson for the country's largest online retailer said.

Fashion e-tailer Myntra was acquired by Flipkart last year.

"India is gradually transitioning from a mobile first to a mobile only country. At Flipkart, we have been following a mobile first approach and 70-75 percent of our total traffic is already coming from our mobile app. We are constantly experimenting with various aspects of our service to create the best shopping experience for our users on our app," Flipkart said in a statement.

The online retailer expects more and more people making purchases through smartphones and mobile Internet, which have seen an exponential growth.

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However, for now, the company continues to offer both desktop as well as mobile option for its customers, the company said. "We continue to offer both desktop as well as mobile option for our customers."

Flipkart has 30,000 sellers and over 45 million registered customers. Launched in October 2007, Flipkart currently clocks over 10 million page visits daily, reaching 1,000 plus cities, and delivers 8 million shipments per month.

However, some Industry experts have expressed their reservations on the move of Flipkart to go app only strategy. Founder CEO of Freecharge Kunal Shah questioned the app-only strategy in his Facebook status update, but without naming Flipkart.

"Based on research, most Indians have only 19-20 apps on their Android smartphones. Out of this 15-odd apps are the ones that can't be deleted. One hypothesis is users are low on memory and keep deleting apps and install them when needed. With such challenge, is "app only" is a good strategy? Maybe this explains high uninstall rates companies see?," Shah wrote on his Facebook page.