[prateek_mir]

I don't understand the point in shutting down the website. There's a large audience in India which browses for products on e-commerce website while casually browsing other stuff. Taking the service entirely to an app based platform isolates a lot of such customers.

Another point is that the there is a section of audience which doesn't necessarily use smart phones, or won't use smart phones for making such purchases, who now won't access myntra.

Indian e-commerce space is evolving, and with so many players in the field, the ultimate user would explore all the other options before committing to a purchase (unless they are extremely loyal to myntra), and now it seems to me that with the platform restricted to mobile/tab application, myntra has made a huge mistake.

But it would be interesting to see how this pans out.

[drzaiusapelord]

>I don't understand the point in shutting down the website.

Pretty sure this is some marketing gimmick to get them in the news and get people exposed to the brand who haven't been before (hey, it worked!). The fashion industry is fairly terrible on all fronts. They'll go back after this gimmick is over.

Didn't Taco Bell do this recently? They temporarily shutdown their websites and launched the app. It got them a lot of attention and press.

[nine_k]

I can suppose that keeping the web site up to date costs significant resources, while channeling only a small percent of sales.

Not having web presence at all is strange, though. Possibly they'll shut down the e-commerce web site, just leaving a static site with contacts and the links to the mobile apps.

[prateek_mir]

I am not well versed with the costs of keeping such a site up, but a scaled down version can be always be maintained using S/IaaS solutions.

[general_failure]

I think the data belies your assumptions (see achow's post)

[prateek_mir]

We'll, my assumptions are based on what I have observed personally, and that is, a lot of students and college going kids living in hostels use conventional browser based web-apps.

Everyone wants to compare prices before making any purchase, and with this, what you'll have is on one hand a bunch of websites that one can view in a browser tab, and on the other, a dedicated app which one has to put extra effort to navigate to.