Myntra is shutting down its desktop website and moving to an app-only model on May 15. The company has started sending emails to its customers informing them of this move.
Myntra had previously shut down its mobile website in March this year along with its parent Flipkart which is also expected to move to an app-only model later this year. Last week, Myntra had also hired Bengaluru-based mobile application development platform Native5 which had developed a cloud platform to create and distribute mobile apps across smart phones, tablets, and desktops.
By going app-only, Myntra will also be able to collect more data about its consumers, thereby enabling them to deliver personalized shopping experiences to them. While Myntra is yet to disclose what these personalized features might be, the company website is currently teasing an upcoming version of its mobile app which would include features like recommending specific “handpicked” products that suit the consumer’s style and informing consumers about the latest collections and offers from their favourite brands likely based on their search & purchase history.