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Indians are also deal seekers. They will compare prices of products, the quality and recommendation or reviews and delivery times for each from different sites. Comparison shopping is not possible on an app.

- Ratin Lahiri, CMO, Meru Cabs

an 'app only' strategy makes sense for established and big players. The newer ones will have to make their mark first before going down that road.

- Harshad Hardikar, COO, Indigo Consulting

One reason for going app only is that the brands are looking to curb browsing and window-shopping, which cannot happen so easily on an app. That said, an 'app only' model makes sense for a brand like BookMyShow or for flight ticket bookings. There is no product that has to be checked or touched. It is a ticket and is easier when you have it on your phone itself. But for apparel and electronics, I don't see how it will work.

- K Vaitheeswaram, E-Commerce Consultant and Founder, Indiaplaza
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