App-titude test

Online players are experimenting with app-only and app-first strategies to make the most of the rise of mobile internet. Is the trend sustainable?

When 99% of business orders are received through a mobile application, does it make sense for a company to be present in the website form as well? This debate has been raging ever since e-commerce fashion store Myntra, made public its decision to pull down its website and be accessible only through a mobile application. In fact, with Ola’s recent decision to conduct transactions only through its mobile application, a new trend is seen in the Indian e-commerce market — of maintaining a mobile-only presence.