By Nikhil Pahwa and Shashidhar KJ Fashion e-tailer Myntra will be relaunching its desktop website on June 1, a little over a year after it shut it down in May last year, reports Mint. Myntra expects a 15-20% jump in sales in the current financial year, but that's a percentage figure that is immaterial if it doesn't also indicate how much going mobile only and app only impacted Myntra: How much traffic did the company lose? How did first going mobile only, and then going app only impact transactions? What was the impact on profitability (or loss)? Did going mobile only reduce customer acquisition costs for Myntra? What was the impact on marketshare? "Short term marketshare is something we don’t factor into our decisions. You really can’t be competition driven. It’s about how deeply we understand consumers." - Mukesh Bansal, May 13th, 2015 How did being app only impact frequency of usage? At the time Myntra justified the move saying that it generates more than 90% of its traffic and 70% of its orders from its mobile app. The move comes shortly after chief products officer Punit Soni's exit from Flipkart who was largely responsible for driving Flipkart towards the app only model. Both Myntra and Flipkart relaunched their mobile websites in November 2015. Our Take "When cars came for the first time, the questions were being asked that horses are so much better. I’m seeing similar arguments, because consumers are using mobile." - Sachin Bansal, May 13th, 2015. Oh well. Still not sure…
