If you always have a tab open tracking sales at your favourite store, you might soon have to close that window for good. In a bid to keep us eternally glued to our little black screens, Myntra has announced plans to become an app-only store and Flipkart, which acquired the garment retailer last year, will follow suit by 2016. Myntra, which stocks the pret and high street lines of designers like Ritu Kumar, JJ Valaya, Rajesh Pratap Singh and Masaba Gupta as well as international brands like Desigual and Steve Madden, gets a lot of traffic from small Indian towns and most of that is through smartphones and tablets. Mobile phones already account for 11 percent of e-commerce sales, and their share will jump to 25 percent by 2017, predicted a study done by Assocham and PwC. Myntra, for one, is counting on it.
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