A lot of chatter happened this week on apps and ecommerce. Myntra, which had decided to go app-only, executed its plan and on 15 May shutdown its website. Some of other major ecommerce players were asked what did they think of this move and if they too will take a similar road. The answer was a resounding NO from the likes of Snapdeal, Jabong and Amazon India.
So what exactly is going on here, with one player betting everything on an app-only approach, whereas others summarily rejecting this move in the near future? For starters, its a very bold move by Myntra in an industry which is still in its infancy and none of the players are yet to show sustainability in cash flow and profits. There are 2 major aspects why this move can be called a bold one. Every company has been going all guns blazing for the past couple of years for acquiring new customers and thereby increasing sales. No one wants to leave any stone unturned in customer acquisition, be it through websites, apps, social media interaction. You name it. Given this relentless push for customers, some have argued as to why force the customer to go to the app, and why not get them coming through website as well.
The 2nd reason is Myntra's product groups i.e. apparels. Shoppers do get a better experience on a larger screen of a laptop when buying clothes and other apparels. An image on a 5-inch or so smartphone will not give a laptop-type experience to shoppers especially while buying the above kind of items.
Let's analyze the above from an objective eye. The largest customer chunk for any established player in India is coming through its app, and not its website or mobile-site. Each of these companies has been doling out special offers on app since the beginning of last year and before. So, its safe to assume that every company wants its sales to go through its respective app. If that's the case, a hue and cry over closure of Myntra's website is on a very weak footing. If every company is betting high on apps-based shopping, there is no place for halfhearted efforts. One has to see the larger picture and go all-in and that's why, Myntra's move is not just a small change in strategy, its a move towards the future. More so, its a move towards creating the future, just as what its parent Flipkart did when it pioneered ecommerce in India in 2007. And we already have examples of services which are app-based solely, rather than having a website (eg, Uber, although one can argue its a completely different model and industry).
The 2nd point as has been mentioned above about small-screen shopping of apparels can also be looked more objectively. We all agree that ecommerce is here to stay. However when it had all started a few years ago, people used to argue that shoppers need to have a 'touch and feel' experience before buying and ecommerce seriously lacks in this. Fast-forward to today, and there is hardly anything which people are not buying through ecommerce. Similar analogy can be drawn for the above argument as well. Small screen or not, mobile and wearables are the future and merely talking about it won't cut the ice. We need companies like Myntra who believe in walking the talk. And those who still want to stick to argument of no-small-screen, they should take a look at Apple Watch and some other companies who are already developing apps for smart-watches.
Skeptics will always be there, but as I said Myntra's move is bold and a very smart one towards building a new future. And I haven't said a word about leveraging customer data and personalizing the experience. There will be hiccups along the way for sure. Myntra will probably need to provide an app-experience which is more than just 'browsing-selecting-paying'. But kudos to Myntra and I believe this move is a potential game changer and I won't be surprised if other players too join the bandwagon.
Please feel free to pitch in with your comments.
So what exactly is going on here, with one player betting everything on an app-only approach, whereas others summarily rejecting this move in the near future? For starters, its a very bold move by Myntra in an industry which is still in its infancy and none of the players are yet to show sustainability in cash flow and profits. There are 2 major aspects why this move can be called a bold one. Every company has been going all guns blazing for the past couple of years for acquiring new customers and thereby increasing sales. No one wants to leave any stone unturned in customer acquisition, be it through websites, apps, social media interaction. You name it. Given this relentless push for customers, some have argued as to why force the customer to go to the app, and why not get them coming through website as well.
The 2nd reason is Myntra's product groups i.e. apparels. Shoppers do get a better experience on a larger screen of a laptop when buying clothes and other apparels. An image on a 5-inch or so smartphone will not give a laptop-type experience to shoppers especially while buying the above kind of items.
Let's analyze the above from an objective eye. The largest customer chunk for any established player in India is coming through its app, and not its website or mobile-site. Each of these companies has been doling out special offers on app since the beginning of last year and before. So, its safe to assume that every company wants its sales to go through its respective app. If that's the case, a hue and cry over closure of Myntra's website is on a very weak footing. If every company is betting high on apps-based shopping, there is no place for halfhearted efforts. One has to see the larger picture and go all-in and that's why, Myntra's move is not just a small change in strategy, its a move towards the future. More so, its a move towards creating the future, just as what its parent Flipkart did when it pioneered ecommerce in India in 2007. And we already have examples of services which are app-based solely, rather than having a website (eg, Uber, although one can argue its a completely different model and industry).
The 2nd point as has been mentioned above about small-screen shopping of apparels can also be looked more objectively. We all agree that ecommerce is here to stay. However when it had all started a few years ago, people used to argue that shoppers need to have a 'touch and feel' experience before buying and ecommerce seriously lacks in this. Fast-forward to today, and there is hardly anything which people are not buying through ecommerce. Similar analogy can be drawn for the above argument as well. Small screen or not, mobile and wearables are the future and merely talking about it won't cut the ice. We need companies like Myntra who believe in walking the talk. And those who still want to stick to argument of no-small-screen, they should take a look at Apple Watch and some other companies who are already developing apps for smart-watches.
Skeptics will always be there, but as I said Myntra's move is bold and a very smart one towards building a new future. And I haven't said a word about leveraging customer data and personalizing the experience. There will be hiccups along the way for sure. Myntra will probably need to provide an app-experience which is more than just 'browsing-selecting-paying'. But kudos to Myntra and I believe this move is a potential game changer and I won't be surprised if other players too join the bandwagon.
Please feel free to pitch in with your comments.
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