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Every e-commerce business wants more traffic, better engagement, and higher sales. However, one critical decision can influence all three: Should you focus on a web-based store or invest in a mobile app?
Mobile commerce is growing fast. As of August 2024, there are 8.93 million apps available across different app stores, highlighting the increasing demand for mobile experiences.
Still, many businesses continue to generate a large portion of their revenue from web-based e-commerce platforms, with industry leaders like Amazon, JD.com, and Alibaba shaping global online shopping trends.
So, how do businesses decide on the best approach? This guide will explore the benefits of both platforms, key factors to consider, and strategies to help you create a strong e-commerce presence that drives sales and customer engagement.
Web-Based E-commerce Platforms
A web-based e-commerce platform is often the first step for businesses entering the online market. It allows companies to sell products and services without requiring customers to download an app.
Many big-name brands have built their empires through web stores, including Amazon, Walmart, Best Buy, and eBay. Likewise, platforms like Shopify, WooCommerce, and BigCommerce make it easy for businesses to set up and manage their online stores.
Why Do Businesses Choose Web-Based E-commerce?
A web-based e-commerce app offers a cost-effective and scalable solution for businesses of all sizes. Here’s why many businesses prefer them:
- Higher Search Engine Visibility: Most online shoppers, whether they are in Australia or anywhere else in the world, start their journey on Google, Bing, or Yahoo. A well-optimised e-commerce website ranks on search engines, attracting organic traffic without relying on paid ads.
- Lower Development & Maintenance Costs: Websites are cheaper to build and maintain than mobile apps. Businesses can instantly update pricing, inventory, and promotions without requiring users to download new versions.
- Easier Customer Access: Web stores work across all devices, including desktops, tablets, and mobile browsers. This ensures a seamless shopping experience without platform restrictions.
- Simple Security & Compliance Management: Leading platforms like Shopify, BigCommerce, and Magento come with built-in SSL encryption, PCI compliance, and fraud detection tools, ensuring transactions remain safe.
- Faster Launch & Scalability: Businesses can launch in days or weeks and expand easily by integrating third-party tools, payment gateways, and automation features without major development work.
- Lower Customer Acquisition Costs: Web-based stores benefit from SEO, email marketing, and social media traffic, reducing reliance on expensive paid advertising campaigns.
Best Use Cases for Web-Based E-commerce
A web-based store is ideal for:
- Small businesses and startups looking for a low-cost entry into e-commerce.
- Companies that rely on Google search traffic to bring in new customers.
- B2B businesses that need an online catalog without requiring frequent engagement from customers.
- Retailers who sell one-time purchase products rather than subscription-based or loyalty-driven sales.
Mobile E-commerce Apps
Did you know consumer spending on mobile apps increased to 36.2 billion U.S. dollars during the second quarter of 2024, marking a 12% increase compared to the same period in 2023? As more consumers prefer shopping on their smartphones, mobile e-commerce apps are becoming a crucial investment for businesses.
In fact, reputed App Developers in Brisbane shared insights in their blog about some of the most popular mobile apps people rely on today. For businesses, it helps boost engagement and revenue. Let’s have a look at the perks of using mobile apps:
Why Businesses Choose Mobile E-commerce Apps?
A mobile e-commerce app offers enhanced user engagement, better retention, and a personalised shopping experience. Here’s why businesses are increasingly turning to mobile apps:
- Higher Customer Retention: Mobile apps keep users engaged with push notifications, in-app loyalty programs, and exclusive discounts, leading to higher repeat purchase rates compared to web stores.
- Faster and More Personalised Shopping: Mobile applications store user data and preferences, allowing for faster checkouts, AI-driven recommendations, and personalised product suggestions tailored to each customer’s habits.
- Offline Functionality: Unlike web stores, the new mobile apps allow users to browse products, add items to carts, and access wishlists even without an internet connection, improving convenience.
- Superior Performance & Speed: Mobile applications load faster than websites, reducing bounce rates and improving the shopping experience. Studies show that even a one-second delay in page load time can lead to a 7% drop in conversions. Mobile ecommerce apps help avoid this.
- Enhanced Security & Payment Integrations: Mobile apps support biometric authentication (face ID, fingerprint login), digital wallets (Apple Pay, Google Pay), and secure payment gateways, reducing fraud risks and providing customers with safer transactions.
- Greater Brand Loyalty: A mobile app lives on a customer’s phone, serving as a constant brand reminder. Unlike websites, which require users to open a browser and search for a store, an app is just one tap away, increasing customer interaction.
Best Use Cases for Mobile E-commerce Apps
A mobile e-commerce app is ideal for:
- Businesses with a strong existing customer base looking to increase loyalty and repeat sales.
- Brands that rely on personalisation and AI-driven product recommendations to improve user engagement.
- Retailers offering subscription-based products, loyalty programs, or app-exclusive discounts.
- Companies that target younger demographics who prefer mobile-first shopping experiences.
Web vs. Mobile: Key Factors to Consider
Choosing between a web-based store and a mobile app depends on various factors, including your budget, business goals, and target audience. Here’s a breakdown for you to make quick yet thoughtful decisions:
| Factor | Web-Based E-commerce | Mobile E-commerce App |
| Cost | Lower development & maintenance | Higher upfront costs, long-term ROI |
| User Experience | Good, but depends on optimization | Faster, smoother, and more interactive |
| Reach | Accessible to all internet users | Requires download but offers better retention |
| SEO & Traffic | Google ranking brings organic traffic | No direct SEO benefits; relies on marketing |
| Personalization | Limited, based on cookies & browsing history | High, with AI-driven recommendations |
| Good, but depends on optimisation | Email marketing & remarketing ads | Push notifications, in-app rewards, and loyalty programs |
If your goal is to increase accessibility and search traffic, a web-based platform is a better choice. But if you want higher engagement, better customer retention, and personalised shopping experiences, a mobile app is the way to go.
Hybrid Approach: Combining Web and Mobile for Maximum Growth
For many businesses, choosing between a web-based store and a mobile app isn’t an either-or decision. A hybrid approach (leveraging both platforms) allows them to reach a broader audience, improve engagement, and drive higher conversions. This ensures customers can shop how they prefer, whether it’s on a desktop browser or a mobile app.
How to Implement a Hybrid Strategy?
A hybrid strategy ensures businesses maximise their online presence by leveraging both web and mobile platforms. Here’s how to make it work effectively:
- Start with a Strong Web Store: Build an optimised e-commerce website that ranks on search engines and provides a seamless user experience across all devices.
- Analyse Customer Behaviour: Use analytics to track how customers interact with your website and identify if there’s enough demand for a mobile app.
- Develop a Mobile App for Loyal Customers: Work with developers to create a mobile app that enhances user engagement with push notifications, personalised offers, and in-app loyalty programs.
- Ensure Seamless Cross-Platform Integration: Customers should be able to switch between the website and the app without losing saved carts, preferences, or purchase history.
- Test and Optimise: Regularly update and improve both platforms based on customer feedback and performance data to enhance user experience.
A hybrid approach ensures customers can shop anytime, anywhere, while your business enjoy the benefits of SEO-driven traffic and high mobile engagement.
Why a Hybrid Strategy Works Best?
A hybrid approach offers the best of both worlds. Here’s how:
- Cater to Different Shopping Behaviours: Some customers prefer browsing on a laptop, while others shop exclusively on mobile. A hybrid approach meets the needs of both.
- Improve Customer Retention: A mobile app helps retain loyal customers with push notifications, loyalty rewards, and personalized recommendations, while a website remains a key entry point for new shoppers.
- SEO & App Store Visibility: A web store allows businesses to rank on Google search, while a mobile app provides additional exposure through App Store and Google Play listings.
- Enhance User Experience Across Devices: Offering a seamless experience across both platforms ensures higher engagement and better customer satisfaction. In other words, users can switch between web and mobile without losing saved carts or preferences.
Top Strategies to Strengthen Your E-commerce Presence Across Website and Mobile App
A strong e-commerce presence requires seamless integration between your website and mobile app. Businesses that optimize both platforms can increase traffic, boost conversions, and improve customer retention.
Here’s how to maximise your e-commerce success across web and mobile:
- Ensure Mobile-Friendly Website Design: Your web store should be fully responsive, offering a smooth experience on desktops, tablets, and mobile browsers to capture all types of users.
- Use Omnichannel Marketing: Create a unified marketing strategy that connects web and mobile users through social media ads, email marketing, and in-app promotions.
- Implement Cross-Platform Analytics: Track customer behaviour on both platforms using tools like Google Analytics for the web and Firebase for mobile apps to refine strategies.
- Streamline Checkout Across Web and Mobile: Offer fast payment options like digital wallets, one-click checkout, and autofill features to reduce cart abandonment.
- Encourage Cross-Platform Shopping: Enable features like saved carts, wishlists, and account syncing, so users can start shopping on one platform and finish on the other.
By integrating these strategies, your business can create a consistent and seamless e-commerce experience.
To Sum It All Up
Choosing between a web-based store and a mobile app depends on your business goals, budget, and customer preferences. Nevertheless, a business that combines both platforms creates a seamless shopping journey, increasing conversions and long-term retention.
By understanding the strengths of each platform and adapting to emerging trends, you can create a powerful e-commerce strategy that drives growth and success in a competitive market.
Frequently Asked Questions (FAQs)
1. Should I build a mobile app if I already have a website?
Yes, if your business has a strong customer base and wants to improve engagement and retention. A mobile app enhances user experience, provides personalised offers, and increases repeat purchases.
2. Is a mobile-friendly website enough for e-commerce success?
For startups and small businesses, a mobile-friendly website is often enough to attract and convert customers. However, as your business grows, a mobile app can offer additional benefits like push notifications and loyalty programs.
3. What are the biggest challenges of maintaining both a web store and a mobile app?
Managing both requires consistent updates, cross-platform integration, and marketing efforts to ensure a seamless experience. However, with proper automation and analytics, businesses can optimise performance across both platforms effectively.
