Cracking the mobile code – Is it good idea to jettison the website?

With the Big App Shopping sale in March this year, Flipkart bid adieu to its mobile website. Fashion major Myntra, which has already shut down its mobile website, is contemplating ditching the browser-based shopping altogether. Having an app is not just de rigueur now, e-commerce firms are actively pushing consumers to their apps and encouraging them to buy through them with attractive discounts and deals. From Amazon’s Appiness Day in November 2014 to Myntra’s Binge Weekend Sale and Snapdeal’s App Fest in February, it’s raining offers on mobile apps.

A large chunk of the e-retailers  say the shift to mobile app is aimed at creating focused marketing, thus reducing unnecessary expenses and providing best-in-class consumer experience. However, there are a number of considerations to take into account before committing investment to either a mobile website or an app.

Though apps are fast becoming the desired way for e-commerce players to interact with consumers, merchants do understand that it is neither easy nor advisable to force their customers to go down that route. According to a study conducted by ICM Research in the UK, a majority of the customers prefer to interact with retailers through their mobile websites and only download an app if they are incentivised to do so or if they are regular shoppers. However, the same consumers are far more likely to complete transactions through the retailers’ mobile app than through the mobile website. While this study was conducted in only one market, it clearly highlights a key trend: it is the consumer who wants the prerogative to decide how and when she wants to use her smartphone to shop.

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Via – Business Standard News

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