Mobile app development for ecommerce: do you need an app, and how to build one
Most online shopping now happens on mobile devices, but that does not mean every store needs an app. A fast, mobile-friendly website serves most customers well. An app makes sense when you have a loyal base of repeat customers who shop often, because it gives you a permanent spot on their home screen and a direct channel through push notifications.
This guide covers when an app is worth it, the main build options, features that matter and how to get people using it.
Do you need an app?
An app is more likely to pay off if:
- A large share of your revenue comes from repeat customers.
- Customers buy frequently, such as fashion, beauty, groceries or consumables.
- You run regular drops, launches or loyalty programmes.
- You have the budget and team to keep the app updated.
If most of your customers buy once or twice a year, investing in a faster mobile website will usually deliver more.
Mobile web first
Whatever you decide, your mobile website must be excellent. Focus on fast loading, large tap targets, simple navigation, good search and a short checkout with mobile wallets such as Apple Pay and Google Pay. A progressive web app (PWA) can add app-like features, such as home screen installation and offline browsing, without app store distribution.
Build options
- App builders and platform apps: tools that turn your existing store into an app, often connected to Shopify or WooCommerce. Fast and affordable, with less flexibility.
- Cross-platform development: frameworks such as React Native and Flutter build iOS and Android apps from one codebase, balancing cost and customisation.
- Native development: separate apps built specifically for iOS and Android, offering the best performance and access to device features at the highest cost.
Features that matter
- Fast browsing, search and filtering.
- Saved payment details and one-tap checkout.
- Wish lists, order history and easy reorders.
- Personalised recommendations.
- Push notifications for orders, drops, back-in-stock and offers, used sparingly.
- Loyalty programme integration.
Getting customers to download and keep using it
Promote the app on your website, in emails and in packaging, and give a clear reason to download it, such as early access, app-only offers or loyalty rewards. Keep notifications relevant and infrequent so users do not switch them off or delete the app.
Measuring success
Track downloads, active users, retention after 30 and 90 days, conversion rate, average order value and revenue from the app compared with the mobile website.
An app is one part of your technology stack. See Ecommerce Platform Development for the platform behind it and Email & SMS Marketing for coordinating notifications with other channels.
Part of: Ecommerce Technology