With a variety of enterprise and consumer apps crowding the markets, the mobile phone has evolved to be more than just a means of communication. As of May 2015 Android users were able to choose between 1.5 million apps., whereas Apple’s App Store remained the second-largest app store with 1.4 million available apps. (Statistica) A Mobile app is therefore a powerful platform for businesses to reach out to their potential customers. However, is mobile app traffic already high enough for it to be the only accessible platform for businesses to utilize? India’s e-commerce giant Flipkart certainly thinks so. Flipkart has recently disclosed its intentions of going mobile app only by September this year. Myntra, which was acquired earlier by Flipkart has gone app only as well. So why such a bold move? With 975 million mobile phone connections in India and its internet penetration at 140% in urban areas, it’s no wonder Flipkart’s mobile traffic is already in access of 75%. By pushing for people to start installing the mobile app, Flipkart will be able to generate personalized feeds for each consumer based on their individual preferences. This allows Flipkart to deliver more organic transactions and a richer buying experience. With mobile traffic increasing 10 fold over an eighteen month period, the statistics appear to support such a move.