It’s no secret: mCommerce, or sales through mobile devices, is on the rise.
87% of people access the internet via smartphone, with an average daily connection time of 3 h 23 min. 6 out of 10 smartphone users make purchases on their device, and 9 out of 10 have used their smartphone at some stage of the purchase process (comparing prices, reading reviews…)
With mobile shopping on the rise, the following question arises:
Should online stores have a mobile app, a mobile-friendly website or both?
Having an online store that adapts to every device (responsive design) is essential today. Not only to increase sales but also to rank better in search engines (Google’s new algorithm rewards mobile-friendly websites, ranking them above those that aren’t).
So online stores definitely DO need a mobile-friendly website.
What does the data say about apps?
Users spend 89% of their smartphone time in apps, compared with 11% browsing websites.
According to a study of mobile shoppers, 39% prefer the app versus 30% who prefer the browser, while the remaining 30% have no preference. Among users who shop online on a tablet, 52% prefer the browser while 35% choose the app and 13% have no preference.
Average app retention on smartphones declines over the months, so achieving a high user loyalty rate is important.
The main reasons users delete an app are:
Companies such as Amazon, eBay, Zalando, El Corte Inglés and Fnac, among others, have moved into apps to increase sales and build customer loyalty.
Not all of us have the budget or sales volume of these companies to build powerful apps with large daily downloads, so before launching an app for our business we should weigh up the pros and cons.
What does having an app for an online store involve?
- The cost of developing the app
- The cost of promoting the app on social media and app platforms.
- Building apps for every available platform (iOS, Android…)
- Building a “lightweight” app. Smartphones don’t have unlimited GB, and an app that takes up a lot of space will quickly be deleted.
- Integration with mobile payment systems.
- Investing a large share of the brand’s marketing in the app: users only download apps from brands they know.
The rise of apps
The app revolution in sectors such as gaming, social media and travel management is booming. What’s behind this growth?
Greater loyalty and a better shopping experience
When you visit the website on your smartphone, it suggests downloading the app, whose interface is better suited to mobile shopping.
Loyalty channels go digital, with customers accessing their user account through the app to view and manage their points, purchases…
Instant push notifications
By sending notifications about brand news, including special sales and promotions, you create a direct marketing channel.
Remember that notifications must contain relevant information; otherwise users may block them or even delete the app.
Keep in mind that the second most common reason an app gets deleted is intrusive advertising.
Wearables and the Internet of Things
Wearables (smartwatches, Google Glass) run exclusively on apps, which is why more and more brands are developing apps so as not to lose market share in this fast-growing segment.
The Internet of Things covers all electronic devices connected to another device, whether a smartphone, PC, tablet…
New mobile payment platforms
Apple Pay launched last fall, and today 2 out of every 3 dollars paid via mobile go through Apple Pay.
Samsung has unveiled its own payment gateway, Samsung Pay, which is being tested in beta in several countries.
PayPal is the most widely used payment method among Spanish consumers: 74% of smartphone purchases were paid with PayPal.
Mobile payment platforms are more secure, and more and more users prefer this method.
Standing out from the competition
Today, having an app on the market sets the big brands apart, and only those that, after thorough market research, can be confident of downloads and higher sales and customer loyalty take the risk.
That said, don’t run before you can walk.
- Build a responsive website with good content, structure and design.
- Carry out market research (data analysis, surveys…) to see whether your current customers would download the app.
- Find a trusted company to build the app for both smartphone and tablet.
Our advice is that, for now, you don’t need a mobile app, but you should keep an eye on how eCommerce evolves, as it’s only a matter of time before mobile shopping apps take off.
