ONLINE STORE APPLICATION: WHEN DOES THIS DECISION MAKE SENSE?
With the advancement of digitalization, many retailers are wondering: is it worth investing in an e-commerce app? The answer depends on several factors, including the target audience profile, the volume of traffic, and the brand's growth strategy. An app can be a powerful tool to increase customer retention and improve the shopping experience, provided it is well-planned.
In this article, we'll explore the pros and cons of having your own app , presenting market data, practical tips, and insights to help you make a strategic decision.
WHY CONSIDER AN E-COMMERCE APP?
Today, most e-commerce access happens via mobile phone. According to Nuvemshop , in 2023, more than 80% of online purchases in Brazil were made through mobile devices . In this scenario, having an app can offer significant advantages.
Benefits of an app for e-commerce
- Personalized Experience: With an app, you can use customer behavior data to create personalized recommendations.
- Speed and practicality: Apps generally load faster than mobile sites, which reduces cart abandonment.
- Notifications push: You can communicate with the customer directly, as well as encourage new purchases or rescue abandoned carts.
- Loyalty: Consumers who install the app tend to return to the store more frequently, increasing LTV (customer lifetime value).
Furthermore, according to Eitri , a partner company of e-Plus in the creation of e-commerce apps , stores that invest in apps register an average increase of 40% in conversion rate and a 25% increase in average order value.
NOT EVERYTHING IS BLOODY: PAY ATTENTION TO THE CHALLENGES
Despite the benefits, creating an app requires investment and strategy . According to the same Eitri survey , only 2 out of 10 apps actually manage to acquire active users.
Key challenges include:
- Development and maintenance cost: apps require a robust technical structure and frequent updates.
- User Acquisition: Convincing someone to install yet another app on their cell phone is a difficult task.
- Competition with your own responsive website: in many cases, if the screen trade of your store is already fast and efficient, the app may end up not being so relevant.
Therefore, before investing, it is essential to assess the behavior of your customer base and the current state of your business.
WHEN IS IT WORTH CREATING AN APP FOR AN ONLINE STORE?
There are some scenarios in which investing in an e-commerce app makes more sense:
1- High repurchase rate
If your product has a high purchase frequency (such as cosmetics, food, beverages, or fashion), an app can help retain customers and speed up orders . Additionally, it facilitates quick access to favorite products.
2- Loyal and engaged audience
Brands with engaged communities, such as subscription clubs or specific niches, have a greater chance of success with apps. This is because the app strengthens the bond with the brand and offers an exclusive experience.
If your store also has a physical location, the app can integrate different channels, offering exclusive benefits, loyalty programs or in-store pickup.
4- Interest in advanced marketing
With the app, you can implement hyper-personalization strategies and segmented push notifications , taking your relationship with the consumer to another level.
ALTERNATIVES FOR THOSE WHO CANNOT INVEST YET
If you're not quite ready for an app yet, don't worry. There are other ways to optimize the mobile experience in e-commerce :
- First, optimize your responsive site
- Implement Progressive Web Apps (PWAs)
- Invest in marketing automation and CRM mobile-friendly
- Use resources from AI personalization on the website itself
The good news is that, with the evolution of technologies like VTEX IO , it's possible to build scalable apps in less time and at a lower cost, especially with specialized partners like Eitri , which develops customized solutions for e-commerce.
CONCLUSION: THE APP IS A DIFFERENTIATOR, BUT NOT A RULE
Investing in an e-commerce app can be an excellent strategy, as long as it aligns with your customer behavior, business objectives, and your level of digital maturity.
If you are looking for scalability, loyalty and personalization, this option is definitely worth considering. On the other hand, if your focus is on improving mobile performance, there are viable alternatives that can also deliver good results.
Want to learn more about solutions to improve your e-commerce performance? Explore other articles here on the e-Plus blog!
