Ever since online fashion retailer Myntra went ‘app only’ in May, there have been talks whether other e-commerce players, including its parent company Flipkart , would follow suit. However, major players in the market — Snapdeal , Amazon , Paytm and Flipkart — are currently wary of going ‘app only’. While for consumers on-the-go, shopping through hand-held devices is a major benefit, the screen size of mobile phones and the app storage space acts as a negative. Also, going ‘app only’ ignores a particular segment of consumers who shop online, because of which companies are taking a cautious approach of not shutting their desktop version. “We have not decided whether we should go app only or not. But we are thinking seriously about how to win on mobiles. M-commerce will be a huge focus area for us,” Mukesh Bansal, head of commerce at Flipkart, told FE. Talking about Myntra, he said: “Initially the revenue dropped by 15% after we went app only, but recovered at a later stage.” ...