All That You Need to Know about M-Commerce; Mobile Web or Mobile App

Published On: July 26, 2016Categories: Mobile Marketing

Nowadays, there are more smartphone users who prefer purchasing with their mobile devices. Mobile users are purchasing through mobile web rather than via mobile apps. The European data from ComScore released these figures in the month of July, 2016.

Something which is absolutely clear is the fact that mobile web commerce has captured a huge portion of marketing strategy because this has helped facilitate purchases on the small device. Besides, it has also helped drive onsite purchases in which mobile plays a crucial role. Though web will be the mode to serving the majority of mobile customers, this does not prohibit investment in a mobile app.

Retailers who have large number of loyal mobile shoppers who retain and use mobile app, may be capable of justifying the expense of developing, promoting and maintaining a separate mobile channel.

A survey conducted by Forester/RetailMeNot reveals that 43 percent of respondents had purchased products through mobile browser compared to just 30 % who had purchased by app.

Something that you should pay attention to in the Forester research is, consumers don’t just like mobile web over apps for purchases, but almost every retail activity. Such activities include locating a store; reading reviews, comparing prices, and much more.

Do retailers find more traffic from mobile web over apps?

This is difficult to define because many retailers are secretive about their mobile sales, thus we can only speculate. According to Internet Advertising Bureau, 64% of top UK retailers have a transactional mobile site, while only 32% had a transactional app.

This signifies that by nature they will have a small but loyal audience than mobile sites, more discoverable through mobile search and social media.

Don’t just dump your apps plan

Criteo’s report suggests that apps account for 54 percent of mobile sales among clients, ahead of mobile browser 46 %.This report is entirely based on companies that use digital advertising services. Criteo believes that the mobile app conversion rates are not only higher than mobile web, but higher than desktop also.

While more people use mobile web to shop, mobile app users buy more. So, why do you think that apps deliver better conversions than mobile web? Here are a few speculate reasons:

  • A retailer’s loyalist customer will download your app and they are the biggest spenders
  • Retailers always offer exclusive features, promotions, pricing and products that are not available through other channels
  • Retailers drive more repeat purchases using in-app notifications.

The Problem with Apps

The problem with native app is customers can only use them if they have downloaded the app to their smartphone. According to a research by PEW, 77 % of US smartphone users download apps, of these 30 % had downloaded less than 10 apps and a further 32% had downloaded less than 20.


Basically, commerce is a numbers game for most retailers. It does not actually matters how long people hang-around, what matters is how many people pop in and how the products walk away. When it comes to numbers, mobile web delivers huge mass of visitors than apps. The mobile web audience is growing bigger and faster every day, than that of the apps.


The research work shows that the customers are not just willing to use smartphones for purchasing but they prefer using their smartphone to purchase through mobile web, rather than mobile app.

Your route to better conversions will be delivering a mobile-first and user-centric m-commerce site that connects the best of native app with accessibility and versatility of mobile app.feel free to contact Vidushi Infotech for reliable mobile site solutions.

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