When it makes sense
An app is a channel for your best customers, not for acquiring new ones. It makes sense when a significant share of your sales comes from repeat customers: fashion, cosmetics, food, pharmacy, pets or any category with frequent repeat purchases.
In those businesses, every visit that comes through the app is a visit you haven't had to pay for in advertising, and push notifications let you announce new arrivals, restocks or abandoned baskets instantly.
- Customers who buy several times a year.
- A catalogue with frequent new arrivals or products that get replenished.
- A loyalty programme or customer club.
- Expensive paid traffic you want to reduce for returning customers.
When it's not time yet
If most of your customers buy once and don't come back, an app will get few downloads and little use. In that case, the return lies first in the mobile site: speed, a simple checkout and a good email and SMS system to win customers back.
What it adds compared with the website
The app sits on the customer's phone screen, opens with a single tap, keeps them logged in and remembers their payment details. All of that reduces purchase friction. Push notifications arrive without depending on the inbox or an ad.
It also enables its own features: a digital customer card, product scanning in physical shops, stock alerts or exclusive content for app users.
How to build it without an endless project
A custom native app is a long project and expensive to maintain. The alternative for most ecommerce businesses is a native app connected to the shop, which syncs with the catalogue, prices and stock, and which the marketing team manages without coding. That's the approach of App4less, Webimpacto's app platform.
The app doesn't end with publication on Google Play and the App Store: you need to drive downloads (from the website, email and physical shops), plan notifications and measure sales and retention among app users.
Frequently asked questions
How long does it take to publish an ecommerce app?
With a platform connected to the shop, the timeline depends mainly on the design and on the Google Play and App Store review, much less than a custom build.
Does the app replace the mobile site?
No. The mobile site attracts and converts new customers; the app builds loyalty among those who already buy. The two complement each other.
How do I get downloads?
With banners on the mobile site, emails to customers, incentives on the first app purchase, presence in physical shops and download campaigns when the business justifies it.
Retention Manager at Webimpacto. Works with brands that sell online so their customers come back to buy again: apps, loyalty, conversion and repeat purchase measured in sales.