MUMBAI: Having already closed down its mobile website, online fashion retailer Myntra is reported to be planning to shut down its desktop website from as early as May 1 as it seeks to turn itself into an app-only mobile retailer.

Unnamed sources also told the Times of India that the company intends to promote its app-only approach with a "360-degree" advertising and marketing campaign.

As more than 80% of visitors to its site come via the app in the first place, the company no longer sees much benefit maintaining a dual desktop and app presence.

Interestingly, Indian ecommerce giant Flipkart, which acquired Myntra last year for an estimated Rs 2,000 crore, is thought to be planning a similar move, having also shut down its mobile website soon after Myntra.

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"We are constantly experimenting with various aspects of our service to create the best shopping options and experience for our users. This initiative happens to be one such experiment," Flipkart said in a statement.

Firmer evidence came from a spokesperson at Myntra, who told NDTV that the company's focus is on mobile and that it "will soon be mobile only".

In addition, Prasad Kompalli, Myntra's chief strategy officer, explained that mobile apps work best for the company, which derives 70% of its sales from the platform.

"Mobile apps are the best platform for Myntra today," he said. "They allow you to integrate with contacts, calendar and camera, which can be used to improve the user's experience in a number of ways."

According to a recent report from Morgan Stanley, the global financial services firm, online shopper penetration in India – as a percentage of internet users – is expected to increase from 9% in 2013 to 36% in 2020, driven mostly by mobile users.

Data sourced from Times of India, NDTV; additional content by Warc staff