Bespoke mobile apps for e-commerce: costs and benefits

A mobile app does not necessarily have to take traffic away from an online shop. A well-designed, bespoke mobile app for e-commerce can complement the web version, where customers discover the product range, and make it easier for them to make further purchases and engage with the brand.

This is a valid concern: developing another sales channel only makes sense if it meets customers’ needs. Find out the differences between a mobile app and an online shop, and discover when it’s worth choosing an app and when it’s better to develop your existing solution.

You’ll also find out what influences the scope of implementation and how the app can support shopping and customer loyalty. We’ll look at features that make shopping easier and ways to avoid duplicating channels, without promising rapid growth.

Key findings

• Allocate roles to each channel: use the online shop to showcase your range, and the app for convenient shopping and engaging with returning customers.
• Treat push notifications as a helpful tool, not as spam. Send them only with the user’s consent and when they offer genuine value.
• When planning the scope of your app, start with the shopping, payment and account features. These are what determine the convenience of the entire ordering process.
• Before implementation, identify the problem the app is intended to solve for your shop. Tailor its features to customer behaviour and sales objectives.

Table of Contents

• E-commerce mobile app vs web app: how to avoid traffic cannibalisation?
• How do you plan a mobile app for a shop?
• Why do you need a mobile app for your e-commerce shop?
• The benefits of a mobile app for sales and customer loyalty
• Internet Stars: E-commerce conversion

E-commerce mobile app vs web app: how to avoid traffic cannibalisation?

The risk of cannibalisation arises when an app duplicates the online shop but does not give the customer an additional reason to use it. Separate the roles of the channels: the browser helps customers discover the product range, whilst the app makes it easier to return to the shop, manage orders and get in touch after a purchase. Example: a customer finds a product via the search function and later returns to their saved list in the app.

What risks and pitfalls should be taken into account when implementing an e-commerce application? The most common include copying a shop’s features without improving the user experience, intrusive notifications and collecting data without a clear purpose. In accordance with the principle of data minimisation, the app should only process the personal data that is necessary for a specific purpose.

App fatigue is a real barrier: 30 per cent of respondents in Poland are reluctant to install yet another app on their smartphone. A further 30% cite an overload of notifications as a turn-off, whilst 29% mention pop-up adverts within apps. Therefore, the app should offer a clear benefit – such as a quicker re-order process – rather than simply duplicating every feature of the website.

Push notifications can help build customer relationships and support marketing efforts if they respond to customer behaviour. A reminder about product availability or a promotion tailored to a saved category has a specific context. Market data shows that open rates for push notifications are three times higher than for emails, whilst interaction rates are eight times higher. This speaks to the relevance of the messages, not to increasing their frequency.

Distinguish between marketing notifications and system notifications. The former inform users about offers, whilst the latter relate to account activity, orders or deliveries. In the case of an abandoned basket, the app can remind users of their unfinished purchase, whilst the order confirmation should remain a clear transactional message. For an online shop, Web Push requires website and server support, as well as the user’s consent. On an iPhone, web notifications work for web apps added to the home screen in iOS 16.4 or later.

How do you plan a mobile app for a shop?

The scope of the project depends on the purchasing functions, integration, the systems involved and the payment processing method. Start by considering your customers’ needs and your shop’s processes. This will make it easier to determine what the app should streamline and what can remain on the online platform.

Shopping features and account management

The shopping app guides the user from product selection, through the shopping basket and payment, to order details. The account can store purchase history, saved products and details needed for future orders. This reduces the need to repeat tasks and makes it easier to resume interrupted shopping sessions.

Use personalisation where it helps customers make choices, for example by showing products from the category they are viewing. Tailor features to customer behaviour, rather than adding features without a specific purpose.

A bespoke app versus a ready-made solution

A ready-made solution offers the features provided by the platform in question, whilst a bespoke application can be tailored to the processes of a specific shop. The differences include, amongst other things, the interface design, system integrations, account management and the way the product range is presented. Choose a solution whose capabilities match the specific nature of your sales and the needs of your customers.

Describe the key customer journeys and the points at which customers encounter difficulties. This analysis will help to determine the scope of the initial roll-out and the app’s future development.

Application requirements and implementation timeframe

The app should process the data necessary for specific purposes and clearly display account and communication settings. For payments, plan for integration with the payment provider and how information on the transaction outcome will be communicated. Also take into account data protection and convenient management of settings.

A medium-sized e-commerce application usually takes 3–4 months to develop, whilst a large one takes 6–12 months. The timeline depends on the features, integrations and number of system versions. Decide what the initial roll-out will include, and plan subsequent ideas as further stages. A well-designed in-store shopping journey helps to organise work on the application from the outset.

Why do you need a mobile app for your e-commerce shop?

An app makes sense when it adds a specific function to an online shop, rather than simply replicating its layout. Tailor the solution to the volume of traffic, customer behaviour and the role of the browser in the shopping process.

The roles of an online shop and an app

An online shop helps customers find products and shop across different devices, whilst the app can make it easier for them to return and support regular customers. This division minimises duplication across channels. The shop remains accessible via a web browser, whilst the app can provide quicker access to purchases and phone features. Choose an app if customers are likely to use it regularly, rather than just installing it.

Choosing between an app, a PWA or a responsive online shop

A responsive shop adapts the website to the screen, a PWA offers selected app features, whilst a native app provides broader access to the device’s functions. For a small shop, a responsive website can be a good starting point. A PWA is a good choice when web-based features are key, whilst a native app is ideal when a brand requires a polished mobile experience. Wrapper displays the shop within the app using WebView, so changes to the shop are visible immediately.

When choosing a company to carry out the project, assess whether it is able to translate sales targets into a scope of functionality, design, integrations and an implementation plan. The process involves identifying requirements, designing shopping journeys, developing the application, integrating it with the online shop and carrying out testing.

The benefits of a mobile app for a shop

A mobile app can make shopping easier for returning customers, remind them of special offers and make better use of the phone’s features. That doesn’t mean every shop needs one. Among brands with 10–25 million annual visits, 59 per cent of companies have an app, whilst among brands with over 200 million visits, the figure stands at 93 per cent. The Chamber of Digital Economy reports that 70 per cent of internet users say their shopping baskets are at least as large as those in physical shops.

Integration of the app with the online shop

Integration links the app to the shop so that products, orders and the shopping experience work seamlessly together. With a wrapper, orders placed via the app are handled in exactly the same way as those placed via a web browser. In another solution, the scope of integration depends on the features: the account, product catalogue, shopping basket and order status all require an agreed data flow. Plan this at the project stage so that the customer can see up-to-date information across both channels.

The benefits of a mobile app for sales and customer loyalty

An online shop helps attract customers, whilst an app can make it easier for them to make future purchases. A customer discovers a product on Google, visits the shop and compares the different options in their browser. Once they’ve installed the app, they can return more quickly to their saved products and order history. This division of roles supports sales, rather than limiting the offering to a single channel.

The Buildfire report indicates that app users view, on average, four times as many products as those using a shop’s mobile website. According to the same report, they are less likely to abandon their basket and add twice as many products to it. Use these findings as a guide when designing the checkout process: minimise unnecessary steps, showcase useful products and make it easy for customers to return to an order they have started.

Messages sent after the app has been installed should address specific needs. A promotion relating to the category the user is viewing, information about a new collection or a reminder about a saved product provide the customer with clear context. Sending notifications too frequently can annoy recipients, so tailor the content to their activity and give them control over marketing notifications. For example, someone buying pet food should receive an offer from that category, rather than a random advert.

Loyalty is also built through convenient payment methods, a clear order history and rewards for repeat purchases. A loyalty scheme can reward repeat business, whilst personalisation helps to showcase offers tailored to the customer’s previous choices. Measure the results of your implementation through customer returns, repeat purchases and the use of promotional codes. Simply installing the app does not guarantee loyalty. Create a reason for customers to return, and develop it further based on their behaviour within the app. Plan an app designed to encourage customer returns around the shopping journey you wish to optimise.

According to a Buildfire report, a customer using a shop’s mobile app is 4–5 times less likely to abandon their basket than a customer using the shop’s mobile website. The cited analysis of the US market states that the average basket value in a mobile app is $102, which is $10 more than the average basket value in a mobile browser. These differences suggest that it is important to measure not only the number of installations, but also the value of orders and shopping basket abandonment rates, separately for the app and the website.

Returning users generate 52.8 per cent of traffic on websites and in apps, so it is worth assessing whether messages and features actually encourage them to return. A full-featured mobile app can send a reminder about an abandoned basket exactly two hours after it has been abandoned. It is worth linking such a message to the contents of the basket and enabling the customer to easily resume their purchase, rather than limiting it to a general encouragement. Test the timing and content of the message, and then check whether recipients complete their order and return.

Internet Stars: E-commerce conversion

Internet Stars helps boost e-commerce conversion rates when a shop is losing customers along the purchasing journey or is planning to develop an app. The company develops bespoke apps and online shops, and implements automation tailored to sales processes. It is worth considering this support if you want to integrate channels, simplify the shopping experience or make better use of your shop’s data.

The starting point is a business objective, such as shortening the journey from product selection to order placement, or making it easier for customers to return. On this basis, you can define the scope of changes to the shop, the app and the automation processes, rather than developing features that are disconnected from shoppers’ needs.

If you’re planning your next step in e-commerce development, get in touch with Internet Stars and tell us about your project.

Plan the next step for your shop

Before you begin the implementation, define what difference the customer should notice. This could be a quicker return to shopping, simpler order processing or better integration of sales channels. This objective will help determine whether a bespoke mobile app for e-commerce aligns with the shop’s development strategy and which features should be included in the first phase.

Don’t start with a long list of extras. Focus on the process that is currently making it difficult for the customer to make a purchase or return an item. The Internet Stars team develops bespoke applications and online shops, and implements automation, combining digital solutions with business objectives. This means that discussions about the project can focus on what will work better for your customers.

Get in touch with Internet Stars and tell us about your shop’s needs. A good design starts with the right question. Choose an approach that will make shopping easier for your customers and enable your business to grow its sales in a targeted way.

Frequently Asked Questions

What is the difference between the role of a website and that of a mobile app in e-commerce?

A website can attract people who are not yet familiar with your brand, whilst the app is primarily designed for customers who shop via their mobile phones. Ensure that both channels display up-to-date product information and availability. For example, a customer might find a product via the search function and then track their order via the app. Measure user behaviour separately on each channel.

Or perhaps a PWA would be enough?

A PWA may be sufficient if you want to make your shop available as a web application without developing a separate native solution. It works well for purchases made mainly in a browser and for web-based features. Before making your choice, consider whether you plan to use any mobile phone features that a PWA cannot support to the same extent. The most important thing is to match the technology to specific customer scenarios.

Why is it worth investing in mobile commerce?

Mobile shopping allows customers to browse the range and make purchases directly on their mobile phones. According to Gemius, 75 per cent of Poles say they shop online using a smartphone. Make sure the mobile experience is user-friendly, even for those who are new to your shop. Analyse at which stage users abandon their visit, and improve those areas rather than assuming that simply having an app will boost sales.

How should you measure the performance of an e-commerce application?

Check whether the app helps users progress from browsing to a paid order. In Google Analytics 4, the ‘purchase’ event should include, amongst other things, the transaction ID, value, currency and line items. This allows you to analyse purchases without confusing them with simply adding a product to the basket. Compare the results for new and returning users, and check which actions precede a purchase.

What features should a mobile app for an online shop have?

The choice of features depends on the product range and the way in which customers make decisions. A homeware shop may need extensive filters, whilst a cosmetics brand may require a clear comparison of ingredients and variants. In both cases, a search function, a list of saved products and access to order details are useful. Start with the tasks that customers perform most frequently, and then develop further scenarios.

How can I integrate the shop’s app with the e-commerce platform, payment systems and warehouse management system?

Determine which system stores data on products, orders and stock levels, and then design the data exchange with the application. The payment integration should pass on the transaction result and allow it to be linked to the correct order. Also include exceptional situations in your tests, such as a failed payment, order cancellation or a change in product availability. A clear division of responsibilities between systems helps to maintain data consistency.

An article by

Andrzej Klimek

Owner of Internet Stars since 2008