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%.