It is so easy to just throw in some vague ideas without any substantial data behind it. A more logical and researched answer to this article is - https://medium.com/@sumanthr/why-private-flipkart-doesn-t-ne...
What really matters is the bottomline. As Buffett would say, it's only when the tide goes out (or in this case, when the funding tap runs dry), do you discover who's been swimming naked. Having said that as a consumer, less competition means less deals. So, I do hope all the shopping sites have their swimming trunks on :)
This is inaccurate. Flipkart itself was moved to app-only on mobile. The move did not go well, and 6 months they created some sort of a compromised web-app kind of thing that lags and annoys the user.
So it was not just myntra where "app-only" was attempted. On a personal note, as I have mentioned in another comment, this single instance apathy towards the consumer means that I always visit Amazon first, and Flipkart second.