As mobile usage continues to grow, e-commerce apps have become a common part of the online shopping experience. But does every online business need an app?

The answer is: not necessarily. While apps can offer real benefits, they also require time, budget, and technical support — resources that not every business has. In this article, we'll take a closer look at the role of apps in online retail and share examples to help you decide what's right for your brand.

1. What Can an App Do for E-Commerce?

Mobile apps are designed specifically for smartphones, which gives them key advantages over mobile websites — especially in today's retail environment where 63.7% of all e-commerce traffic comes from mobile devices, compared to just 33.4% on desktop.

Here's how apps can improve the online shopping experience:

how apps can improve the online shopping experience

Faster load speeds = less waiting, fewer drop-offs

Smoother navigation = more enjoyable browsing

Push notifications = timely updates and offers

Offline browsing = access to certain features even without internet

These improvements help reduce friction, which can be crucial when nearly 70.19% of shopping carts get abandoned before checkout.

While the average e-commerce conversion rate is 1.9%, mobile-specific conversion often lags behind — sitting at just 1.2% in retail. Apps can help close that gap by offering a more seamless, personalized, and trustworthy experience that encourages users to complete purchases.

retail average e-commerce conversion rate is 1.9%

Bottom line: If your business relies on repeat buyers or you want to improve customer experience on mobile, an app might help improve conversion and retention — but only if it fits your business goals and resources.

2.Is It Always Necessary?

Not every e-commerce business needs an app — and that's perfectly okay.

Apps offer real value, but they also require ongoing investment in development, maintenance, updates, and marketing. For many small and medium-sized sellers, especially in B2B or seasonal retail, a well-optimized mobile website might already meet most customer needs.

Take TVCMALL, for example. We currently operate without a dedicated app and instead focus on providing a responsive, mobile-friendly experience through our website. This setup allows us to serve global B2B customers efficiently — without the added complexity of an app.

Before investing in app development, it's worth asking:

- Will the app offer something new that the mobile site can't?

- Do I have the technical and financial resources to support it long-term?

- Are my customers likely to download and use an app regularly?

In many cases, building a strong mobile web experience is a more practical and scalable first step — especially for businesses still growing their customer base.

3. When an App Makes Sense

While an app isn't essential for every business, there are certain situations where it can be a smart move — especially if your business is growing and you're looking to build deeper customer relationships.

Here are some common signs that an app might be worth considering:

- You have a high volume of repeat customers

Apps make reordering quick and convenient, which can boost retention and lifetime value.

- You run a loyalty or membership program

An app allows users to track points, rewards, and special offers all in one place.

- You sell complex or customizable products

Apps can make navigation and filtering easier, helping customers find what they want faster.

Real-world example:

Chinese beauty brand Perfect Diary launched its own app to engage loyal fans through exclusive content, product drops, and personalized experiences. For them, the app acts as both a store and a brand hub — supporting community, not just commerce.

If your brand is focused on long-term customer value, brand storytelling, or VIP services, an app can become an important touchpoint in your digital ecosystem.

4. What Are the Alternatives?

If building a native app isn't the right step for your business at the moment, there are still effective and scalable ways to serve mobile users and grow your brand.

Here are a few practical alternatives:

Optimize your mobile website

Make sure it loads quickly, has clean navigation, and offers a seamless checkout experience. A great mobile website is still the foundation of any successful online business.

Use Progressive Web Apps (PWAs)

PWAs are websites that behave like apps. They load fast, can work offline, and even allow users to add them to their home screen — all without going through an app store.

Focus on strong CRM and communication tools

Email campaigns, SMS reminders, and personalized messaging through platforms like WhatsApp or Messenger can help maintain engagement and drive repeat purchases — without needing an app.

Example:

Some growing fashion and electronics brands in Europe and North America use PWAs to offer app-like features — such as saved carts, push notifications, and one-click checkouts — while avoiding the costs and complexity of full app development.

Final Thoughts

There's no one-size-fits-all answer when it comes to mobile apps in e-commerce.

If your brand is ready for deeper engagement, higher retention, and long-term customer relationships, building an app might be a strategic next step. But for many businesses, especially those still scaling or operating with lean resources, mobile websites and modern web technologies offer plenty of power and flexibility.

What matters most is delivering a smooth, mobile-friendly experience that meets your customers where they are — with or without an app.

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Mobile Apps in E-Commerce: Are They Right for Your Business?