An online shop or a mobile app: which to choose

In most cases, it’s best to start with an online shop featuring a responsive website that works on both mobile phones and computers. Opt for a mobile app when customers return regularly and their shopping experience could benefit from personalisation, notifications or features available within the app. A PWA can be an intermediate solution, combining browser access with selected app features.

Comparing an online shop and an app will help you assess which solution is best suited to your products, customers and growth plans. You’ll see how an online shop, a responsive website, a PWA and a mobile app differ, how they affect the shopping experience, and when it’s worth combining several channels. This will enable you to choose a solution tailored to your business’s needs, rather than creating yet another tool simply because it’s trendy.

Key findings

• Choose a sales channel that suits your customers, your offerings and your growth plans. Don’t choose an app simply because other companies are using it.
• A responsive website can be accessed via a browser; a PWA can combine selected features of a website and an app; and an app offers greater scope for personalisation.
• Make sure your customers can shop comfortably on their mobiles and computers. Navigation, speed of performance and the suitability of features all influence the customer experience.
• Assess sales performance across each channel before deciding whether to expand or merge them.

Table of Contents

• Direct comparisons of platforms – which one should you choose?
• A comparison of responsive websites, PWAs and mobile apps
• Control over the shop’s appearance and functionality
• Does a mobile app boost sales compared to an online shop?
• Internet Stars: Online shops

Direct comparisons of platforms – which one should you choose?

When comparing an online shop and a mobile app, start by looking at sales volume, product range and growth plans. An online shop allows you to sell via a web browser and expand your product range. An app can make it easier for customers who regularly buy similar products to return. If you run both channels, plan for their maintenance, updates and consistency across your offering.

Outline how customers make decisions. With a wide range of products – such as clothing in many sizes – the shop helps to organise categories and filters. For regular purchases, such as restocking cosmetics, the app can streamline the process of reordering. Also consider payment methods, order fulfilment and the integrations required for your current sales volume and future growth.

Base your second comparison of the online shop and the app on how each solution supports day-to-day sales. List the features you need today, and plan ideas for future development in subsequent stages. Choose a platform that meets your current needs and allows you to expand your offering without implementing features that your customers do not yet need.

What are the legal obligations for online shops and apps in Poland? For both channels, ensure that information about the seller, products, payments, terms and conditions of purchase, and data processing is clear. The form of sale itself does not exempt you from your obligations towards consumers.

How long does it take to launch an online shop or an app? It depends on the scope of features, the design, payment integrations and the preparation of the product range. A simple shop based on ready-made components requires a different approach to an app integrated with existing systems.

When making your choice, take into account the type of products, your target audience, your budget, your business objectives and your technological capabilities. Compare not only the set-up cost, but also the total cost of the e-commerce platform over a 2–3-year period. Running your own online shop can be more expensive to maintain and develop, especially if it requires regular updates and technical support.

The cost of launching a mobile app may be lower than the cost of setting up your own online shop, but this does not necessarily mean it will be cost-effective in the long term. Expenses may rise, particularly if ongoing promotion and maintenance are required. Weigh these up against your planned sales strategy and your customers’ needs, then assess which solution fits within your budget and supports your business objectives. This will help you avoid making a decision based solely on the initial cost.

A comparison of responsive websites, PWAs and mobile apps

A responsive website works in a browser and adapts its layout to the screen of a mobile phone, tablet or computer. Customers access it via a web address or a search result, without needing to install any software. This is a practical choice when products need to be accessible across different devices, and the company wants to direct customers straight from the search engine to its range. Test the shopping journey on a small screen, from product selection to payment.

A PWA combines a website with selected features typically associated with a mobile app. It can be added to the home screen, and a properly designed solution can make some content available without an internet connection. The scope of functionality depends on the implementation and the device’s capabilities. In a shop with a frequently visited range of products, a PWA can streamline the experience for returning customers, without the need to create a separate app for each platform.

The mobile app is downloaded onto a mobile phone or tablet. It can send notifications about promotions and new products, use GPS for local offers, and allow users to view saved offers offline. Such features require careful implementation. A notification that a product is back in stock makes sense when the customer has previously viewed that specific product, rather than the entire category.

• Responsive website: accessed via a web browser, with the layout adapting to the screen.
• PWA: a page showcasing selected app features, depending on the implementation.
• Application: a separate mobile environment with phone features such as GPS and notifications.

What features does the app offer that the online shop does not? The app can utilise the phone’s features, such as GPS, and send notifications tailored to the customer’s behaviour. A browser-based shop provides access to the product range without the need to download an app, whilst the availability of similar features depends on the technology used.

Choose a solution that suits your customers’ shopping habits. If easy access via a search engine is your top priority, start with a responsive website. When developing dedicated mobile features, consider designing an app and an online shop.

Control over the shop’s appearance and functionality

Having your own online shop allows you to decide on the design, the layout of the categories and the shopping experience. You can highlight bestsellers on the homepage, reorder filters or simplify the order form. Such decisions help you build a recognisable brand, rather than having to adapt your offering to the design imposed by an external platform.

Plan your shop layout, starting with the elements visible to customers whilst they’re shopping. For clothing, these will include sizes, colour filters and photos of the different variants. In a food shop, ingredients, weight and clear delivery information may be important. The layout should support the presentation of the products, rather than simply reflecting the owner’s personal taste.

• Appearance: ensure that colours, typography and images are consistent with the brand identity.
• Features: add filters or variants required for a specific product range.
• Shopping: shorten the path from the product page to payment.

Make changes based on customer behaviour. If users frequently open the ‘size’ filter, place it higher up than less frequently used options. When they abandon their basket after selecting a delivery method, display the available options earlier. Test one change at a time – for example, simplifying a form – to make it easier to assess its impact.

Platforms with ready-made templates may limit your ability to customise certain elements. A bespoke shop offers greater flexibility, but every additional feature must be designed, implemented and subsequently maintained. Before adding a product configurator, check whether customers actually need it whilst shopping, or whether a clear selection of variants is sufficient.

Control doesn’t mean building everything from scratch. It’s about making a conscious choice about what should set your shop apart, whilst retaining simple solutions where they work. A single shop can combine a recognisable look with a user-friendly experience. Start with the most important flow: product selection, the shopping basket, payment and order confirmation.

Does a mobile app boost sales compared to an online shop?

The app itself does not automatically boost sales. It can make shopping easier for returning customers by shortening the path to the product and tailoring messages to their needs. A browser-based shop still helps to reach people who are just getting to know the brand. The outcome depends on the product range, the convenience of shopping and the way in which customers find their way to a particular channel.

Find out where the app can genuinely improve the shopping journey. For regular orders, such as pet food, a reminder to reorder can be useful. For a one-off purchase of furniture, photos, dimensions and delivery information provided by the shop may be more important. Tailor the features to the situation in which the customer is making their decision.

Personalisation makes sense when it responds to specific behaviour. You can show a customer products they’ve viewed previously or send a notification about a new collection. You should also plan the frequency of such messages. Messages that are too general are easily ignored, and an online shop should remain a convenient channel for people who do not install the app.

• Compare channels: track the number of orders, basket value and customer retention separately for the app and the online shop.
• Find the sticking point: check whether customers are abandoning their purchases during login, payment or delivery selection.
• Make a change: improve one element – for example, the recorded delivery details – and see how people react.

Compare similar time periods and traffic sources. A campaign promoting the app may attract a different audience to a search engine driving traffic to the shop. Separate new purchases from repeat purchases to check whether the app helps maintain customer relationships or simply takes orders away from the existing channel.

Consider developing an app if its features encourage frequent purchases and make it easier for customers to return. Plan a mobile app for your shop, basing its scope on customer behaviour and sales objectives.

The importance of the mobile channel is also evident in market data: for many online shops, the share of revenue from mobile exceeded half in 2020. This is a sign that apps should not be judged solely on the basis of the number of installations. With a desktop conversion rate of 3 per cent, the example given for the minimum mobile conversion rate is 1.5 per cent. It is worth comparing the results across channels, bearing in mind that differences may stem from varying purchase intent and the stage of the relationship with the brand.

Personalisation in a mobile app can boost customer engagement and loyalty, but its effectiveness depends on the relevance of the content and the usefulness of the features. Despite the growing importance of mobile phones, many companies – including retailers with annual turnover exceeding 100 million zlotys – continue to underestimate the significance of mobile. It is therefore worth basing the decision to invest on the behaviour of your own customers: check whether the app generates additional orders and makes it easier for customers to return, rather than assuming that mobile access alone is sufficient.

Internet Stars: Online shops

Internet Stars develops online shops and apps tailored to businesses looking to grow their digital sales. Get in touch with the team if you’re deciding between launching a new shop, expanding an existing sales channel or creating an app for returning customers.

The starting point is your sales targets and the way in which customers use your offering. On this basis, you can determine the scope of your shop or app, and use automation to streamline selected processes. If you wish to develop your team’s skills, training courses are also available.

Have you already decided on a direction, but aren’t sure how to translate it into specific functions and an implementation plan? Tell Internet Stars about your shop, your customers and your goals. Get in touch with Internet Stars to discuss a solution tailored to your e-commerce business.

Turn your choice of technology into an action plan

Comparing an online shop with an app provides a starting point, but the next step is to decide what you want to change in your business. Choose one objective, such as making it easier for customers to make repeat purchases or reducing the amount of manual order processing. Note down how you’ll measure progress and which data will help you assess the results. A plan like this helps you organise your decisions before you start developing new features.

Also decide who within the company will be responsible for making decisions and providing updates on day-to-day operations. The Internet Stars team’s experience helps to translate business objectives into a scope of work and the subsequent stages of implementation. Start with the task that has the greatest impact on customer service. Then develop your plan based on the lessons learnt from the implementation.

Have you already set your goal and want to decide on your next step? Talk to Internet Stars. Embark on your e-commerce journey with a clear plan and a readiness to take action.

Frequently Asked Questions

Your own online shop vs a mobile app – which platform is right for you?

Choose a web shop if you want customers to be able to easily browse your range and make purchases without having to install any additional software. An app is better suited to a brand that users regularly return to for further orders. For example, a homeware shop can grow its sales via a web browser, whilst an app makes sense when customers frequently restock the same products.

A responsive website, a PWA or a mobile app?

A responsive website is a good choice if you want your online shop to work in a browser on different screen sizes. Consider a PWA if you want to offer selected features without having to build a separate app from the outset. Opt for a native app if you plan to make the most of the phone’s capabilities and regularly expand its features. Also consider who will be responsible for maintaining each channel.

How does an online shop differ from a mobile app?

The online shop is accessible via a web browser, whilst the app is installed on the user’s device. The way in which customers are reached also differs: the shop’s address can be shared in a message, whereas the app must be downloaded separately. For example, a new customer might open a product page from a search engine, whilst a regular user might launch the installed app.

When is it a good idea to develop a mobile app for an online shop?

Consider developing an app when customers return frequently and their shopping involves repetitive tasks. These might include reordering the same products, saving preferences or tracking favourite categories. Before you start, determine which task the app will simplify and how you will check whether it is performing that task. If it does not offer greater convenience than the mobile website, focus on developing your existing shop first.

What are the advantages and disadvantages of an online shop and an app?

The shop makes it easy to access its range via a web browser and allows customers to be directed straight to products. However, it requires fine-tuning of the display on different screen sizes, as well as ongoing maintenance. An app can provide regular users with convenient access to selected features, but it requires installation and separate development. Compare both channels in terms of the shopping experience, rather than simply the number of features available.

An article by

Andrzej Klimek

Owner of Internet Stars since 2008