Flipkart’s U-turn on app strategy: launches mobile website to boost reach
Indiaâ€™s top e-commerce giant Flipkart has come out with mobile website after trying to prompt people to use its app for shopping and not its website. Its website thus far was inaccessible from smartphone, except through app.
The e-commerce site that claims value of its merchandise sold in the year 2016 will be as much as $10 billion gives many attractive discounts to people shopping through its app.
Now the company is going back to give its users a web experience that will give them limited access to the companyâ€™s website. The online retailer has announced the launch of Flipkart Lite, and company says it has been optimised for low-bandwidth and home screen access.
But the use of the website is limited as it functions only through Google Chrome – and is a return to the mobile Web for the company after it was shut in April as the first step in the company’s app-only model.
A company press release said that the browser-app hybrid experience can be easily added to the home screen, and has a fluid and dynamic user experience that feels like an app. It has easy navigation patter and product listings on the mobile Web experience trail with a notification box that says offers will be available exclusively on Flipkart’s app, with a link to it.
Reports suggest that Indiaâ€™s top online retailer launched the mobile website in association with Google. The retailer has successfully optimized it to make use of Google Chrome’s newly supported notifications feature, alongside home screen access. Re/code reports Flipkart had access to three new tools from Google’s Chrome team, including Service Workers, meant to aid development for poor Internet connections. People who didnâ€™t had its app installed on their smartphones will be able to access the Flipkart store without any issue.