The importance of mobile apps in the e-commerce business

March 14, 2019 by
Nico Hoeijmans

Digital Markting

Companies actively invest in technology and are integrating more digital features into their online webshop. Mobile apps have enabled companies to meet the demands of a customer in the smartphone-driven online market. Not only has the e-commerce ecosystem been transformed by the evolution of mobile apps, a more customer-friendly shopping experience has developed as well. Mobile apps are an important solution to capturing customers.

Research done by Statista shows that the most fast-growing mobile app category consumers’ spent time on in 2017 is ‘shopping’. Shopping apps generated the highest profits, with an increase of 54% over the year in usage sessions. A mobile app provides you with analytical reports, elaborating on shopping decisions and user information. This gives you a better view on the customers’ preferences and helps to refine marketing strategies.

However, the security of data and online payment information are a major concern. Mobile apps must minimise cyber-attack risks and have to be very secure. Having multi-layer security features can help to build customer trust. Apps can also help to decrease the shopping-cart abandonment rates. Reports published by Baymard show that the average abandonment rate is 68%, while for mobile apps this rate is 28%.

 

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