After months of speculations, India's biggest online fashion retailer, Myntra has finally announced that it will shut its website and will go app-only on May 15.
"This May 15th, 2015, Myntra is taking the first step towards the future of fashion shopping --- we move on from the desktop to being exclusively available on the app" the company informed in an e-mail statement to its customers on Saturday.
The e-tailer in its mail also said that it plans on creating a more personalised shopping experience for its user by switching to mobile apps.
"We believe fashion is a very personal experience. Your sense of style, the brands you wear, the trends you choose to follow are unique to you. What inspires you to look good changes and evolves every day. The best fashion experience is truly personalised and engaging one that is only possible through the device that is closest to you. A device that understands you -- your mobile," the company said.
Myntra which was acquired by Flipkart last year already gets about 70 per cent of its revenue from mobile apps, and it accounts for about 90 per cent of the e-tailer's traffic.
Last month NDTV had reported that Myntra plans to go app-only in near future, however then the company had refused to give any timeline. (Read: Myntra to Go App-Only. Will Flipkart, Snapdeal Follow Suit?)
Myntra also recently acquired city-based mobile app development platform company Native5. (Read: Myntra Acquires Mobile App Development Platform Native5)
The acquisition will strengthen and expand Myntra's mobile technology team which is focused on driving transformational change in the online shopping space, the company had said in a release.