BANGALORE: Within few months, the fashion retailer Myntra’s mobile app is to offer chat-based shopping assistant that will help customers to buy on the website with voiced interactions.  Mukesh Bansal, the co-founder of Myntra said, “During the last three months, 80 percent of company’s growth was through mobile. “We are totally realigning our firm to a mobile-first strategy." 

Quarter part of Myntra’s sales is done through mobile users, which is supposed to be increased to 40 percent by the end of this year.

Myntra is about to launch India’s first ever such service when apparently it is in advanced negotiation with e-tailer Flipkart. As per multiple sources, the conversation that paved the way to forge a business partnership among the two companies has now progressed to a feasible acquisition of Myntra by Flipkart. Mukesh Bansal refused to verify all these information. Flipkart also refused to remark on ‘market postulations’.

In the current financial year, Myntra expects the sale of 1, 800 crore and more than 6, 000 crore in the coming year.  Mukesh Bansal informed 30 percent of the entire investment has been reserved for mobile. For example, if Myntra has 200 crore sales budgets for this fiscal and out of this 60 crore will be kept aside for mobile marketing.

The company’s product and technology officer Shamik Sharma informed that Myntra plans to launch its iOS and Android app with chat-based shopping assistant in the coming few weeks. Apart from the rumor of Myntra-Flipkart deal, it is business for us as usual, “The entire employee’s focus is on the mobile transition,” added Sharma.

According to industry experts, the expansion of mobile shopping is a universal phenomenon. More than 35 percent of customers visiting the top 50 shopping sites were accessing them only through mobiles, reports an analytics firm comScore.

Other Indian online retail sites also expect high augmentation from mobile. Flipkart’s co-founder Sachin Bansal informed that “making a transition to mobile market will have great success in online trade.”

“Ecommerce firms must solve the challenges around user experience on mobile devices,” said Arvind Singhal, chairman of retail advisory firm Technopak.

“As the screen size is extremely small, the site cannot accommodate 50 products on its screen. They should make navigation easier and more prophetic,” Singhal added.

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