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Flipkart takes certain items app only; the writing’s on the wall?

It seems that Flipkart is accelerating its app only model; we've seen the signs but now it seems to have become a reality. The ecommerce giant, it appears, is making certain items on its platform available only on the app. The Flipkart website displays a message which states that “Some products on this page are available only on the Flipkart App. Open page in app”. (h/t: Shashikant Kore) An NDTV report from July quoted Flipkart's recently appointed chief product officer Punit Soni as stating that Flipkart would operate mobile app only from September. We’re not sure where the overall app only model is going, honestly. In May, Flipkart claimed that 95% of its traffic and 70% of its transactions were coming via mobile.  Mobile web shut down Early in March, Flipkart and Myntra shut down their mobile websites, redirecting users to the Google Play Store and iOS App Store to download the app. A part of its larger strategy to go app only, Myntra shut down its web-commerce completely and switched to the app only model sometime in May. Myntra was reportedly generating over 90% of its traffic and 70% of its orders from the mobile app. Is it too early? At Myntra's app only event in May, Sachin Bansal, co-Founder & CEO of Flipkart had declined to comment on the impact on margins for going app only, saying it was too early to conclude how the margins would settle. We’d pointed out at the time that it is probably too early given the fact that the…

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I'm a MediaNama alumna from 2015-16 (remember TinyOwl?) now back to cover e-services like food and grocery delivery, app based transport and policies, platforms and media in India.

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