“You Have To Be Where Your Consumers Are”

“For Myntra, mobile is not just another channel; it is a different business model altogether,” says Shamik Sharma, Myntra’s Chief Technology Officer. “How you get consumers, engage with them, retain them, customize their experience is totally different with this model,” he added.

Shamik Sharma panel discussion

From L-R: Nitin Bawankule, Industry Director, Google India; Anurag Gupta, Founder & MD, DGM; Arun Das, Regional Head, Enterprises, Tata Teleservices; Shamik Sharma, Chief Technology Officer, Myntra.

At a recently held Annual eTailing India Summit in New Delhi, Shamik Sharma was part of a panel discussion on ‘Mobility: Are Mobile Apps the Future of eCommerce?’. The panel discussed a variety of questions related to business strategies and consumer experience in the mobile space, as well as the hold of mobile within the e-commerce domain.

The other panel members included Nitin Bawankule, Industry Director, Google India and Arun Das, Regional Head, Enterprises, Tata Teleservices and the session was moderated by Anurag Gupta, Founder & MD, DGM.

The topic of the panel discussion has been subject to plenty of debate over the past few months. Some of the statistics shared at the discussion clearly show that India is predominantly on mobile commerce. Mobile internet usage in India is around 220mn in 2015, a number which is expected to jump to 562mn by 2017.

As Shamik mentioned during the discussion, for Myntra there wasn’t much of a debate. In June 2014, Myntra was barely getting any revenue from mobile. But with the increasing penetration of smart phones and internet usage on mobile, and a focused mobile strategy, 60 to 70 percent of Myntra’s revenue was coming from mobile by the end of December 2014. Seeing the incredible pace of growth a few months into 2015, the writing was on the wall – Myntra had to go mobile.

Panel discussion Q&A

“You have to be where your consumers are,” said Shamik. He however drew attention to the fact that Myntra’s decision to go app only was taken because it made good sense to drive the business of fashion through it, within the e-commerce space. “If mobile browsers could give consumers an experience as rich as an application does, we would have been happy to remain on mobile web as well,” he said.

Talking of consumer engagement for web vs. app, Nitin Bawankule described what he calls the “toothbrush test”. Depending upon the business model and the frequency with which a consumer uses a product or a service, businesses have to decide – if the app or web will deliver the best customer experience.

Some of the differentiators between the two interfaces are multi-touch options, storing and customizing of data, bookmarking consumer preferences, sending notifications and native capabilities of the phone such as GPS, gyroscope, camera etc. The mobile app experience in case of fashion comes across as a far richer and valuable one since it benefits from all these features.

Having the firm belief that the app would be the best way to go forward, Myntra did not want to divide its attention in developing both platforms. There were going to be no halfway measures on either platform. It just made perfect sense to invest fully in a business model where consumers are present.

Related Articles

Dealing with Coronavirus – Behind the scenes at Myntra

Here are the precautions we are taking at Myntra to safeguard our employees, partners and customers against COVID-19.

‘Rowdy Wear’ by Actor Vijay Deverakonda Debuts on Myntra

Myntra is bringing back the fresh appeal of the 90’s aesthetics with the launch of Rowdy Wear. Owned by the famous....

The Quintessential Love Story Brought to Life by House of Pataudi

True love ages like fine wine and the couple that portrays this the best is Mrs. & Mr. Shah from Indore. For them,....

‘Insiders’ to Glam Up with Myntra Masterclasses!

It is time for Myntra Insiders to rejoice! Stepping out feeling like a celebrity is now a thing that all of them can....

Myntra Launches Actor Mahesh Babu’s Apparel Brand ‘The Humbl Co.’

The launch of Mahesh Babu’s brand ‘The Humbl Co.’ on Myntra will make it accessible to a wide audience across India.

Making Heads Turn? Be Unskippable, à la Myntra

Start with a classic attire of your choice – a skirt, a pant suit, a bodycon dress or whatever takes your fancy. Add....

Cut A Stylish Figure This No Shave November

No Shave November or Movember is here and we can see manly beards being displayed in all their glory. The Movember....

A Glimpse of The Future of Fashion at Myntra Tech Threads

In an evening full of fun, fashion, technology, culture and all things colorful, Myntra’s annual brand summit, Tech....

Tanumita Ghosh Crowned as the First Myntra Fashion Superstar

After eight weeks of creative chaos and hilarious, out-of-the box challenges, the curtains have finally closed on the....

Men Stock Up on Fragrances While Women Buy Lipsticks on Myntra This Festive Season

Out of the million reasons why everyone loves the festive season, going on shopping sprees and looking your absolute....