Why Your E-Commerce Business Needs a Mobile App

Why Your E-Commerce Business Needs a Mobile App

Over the past few years, mobile traffic has surpassed desktop traffic for many retailers. But somehow desktop was still the dominant source of revenue for most of them. That trend seems to have changed. The latest findings by Criteo, a personalized retargeting company, shows that retailers with shopping apps are now witnessing the majority of e-commerce sales coming from mobile devices.
According to Criteo’s Global Commerce Review Q4, US retailers with both mobile sites and apps are getting over 40% of their online sales from mobile. Also, mobile apps generate conversion rates that are nearly 3X greater than that of mobile web. The big difference here could be the user experience, which is significantly better in apps than many mobile websites.
Companies like Amazon and ASOS have enjoyed enormous success with their mobile apps. Amazon’s app ranks among the top ten mobile apps in the US. And, ASOS sees 50% more transactions on its app than on its mobile site, as revealed by ASOS Chairman Brian McBride at the Global eCommerce Summit in Barcelona in 2016.
So what does that tell you about your customers? They probably have one or more apps on their phones already, and it’s likely they are aware of the ease and convenience of shopping via mobile apps. They are also expecting the same level of flawless user experience when buying from you.
What This Means for Your Business
Mobile apps are faster, more convenient, provide better buying experiences and often come with benefits/rewards. These were some of the reasons listed by shoppers in a survey for choosing mobile apps over web.
And, perhaps this is why they are spending 80% more time using apps than browsing the internet on their phones. This opens up incredible opportunities for you, as a business owner, to engage your buyers in more ways than you could ever imagine. Whether it’s to help your customers find new products, discover great deals, hop into a nearby store or enable them to place an order in advance to beat queues—a mobile app allows you to delight your customer using smart, innovative strategies.
UK supermarket giant, Sainsbury’s, for example, has introduced a mobile app that will let shoppers pay through their smartphones and skip long queues in store checkouts. Starbucks did something similar and experienced a 20% increase in in-store orders placed through their mobile app.
Plus, with their ability to tap into user data, apps offer a unique advantage when it comes to winning over buyers: Personalization. With better insights about customers’ needs, wants, and preferences, apps can help you deliver highly relevant offers and discounts to shoppers based on their past purchases.
Mobile apps make shopping a lucrative experience, in terms of both, the actual shopping experience as well as the feeling of being rewarded by having access to great prices, amazing deals, and loyalty programs. This may also be a reason why customers using apps tend to buy more than web customers. Study shows that app adopters buy 21% more than non-adopters.
So if your business doesn’t have a mobile app, it’s time to consider having one. That’s for sure. But it’s not enough to have any mobile app. Surveys show that more than 60% of users expect an app to load within as little as four seconds. No wonder, apps that take forever to load or crash frequently find their way out from the user’s device. Not just that. Slow apps can negatively impact in-person spending too.
Add to it the fact that hundreds of mobile apps are being launched every day. You’d want to make sure that your app doesn’t get lost in the crowd among the sea of apps. To this end, you not only need a well-designed mobile app that delivers stellar experiences, but also need to create compelling marketing campaigns around your app to keep your users coming back to it.
If you understand the goals you’re trying to meet with your app and have the right strategies in place, getting a mobile app can be a transformative move for your business.

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Why Your E-Commerce Business Needs a Mobile App
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Why Your E-Commerce Business Needs a Mobile App
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Over the past few years, mobile traffic has surpassed desktop traffic for many retailers. But somehow desktop was still the dominant source of revenue for most of them.
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