I don't understand the point in shutting down the website. There's a large audience in India which browses for products on e-commerce website while casually browsing other stuff. Taking the service entirely to an app based platform isolates a lot of such customers.

Another point is that the there is a section of audience which doesn't necessarily use smart phones, or won't use smart phones for making such purchases, who now won't access myntra.

Indian e-commerce space is evolving, and with so many players in the field, the ultimate user would explore all the other options before committing to a purchase (unless they are extremely loyal to myntra), and now it seems to me that with the platform restricted to mobile/tab application, myntra has made a huge mistake.

But it would be interesting to see how this pans out.