← All charts
Digital and e-commerce
Mobile website vs mobile app for an online store
| Criterion | Mobile website | Mobile app |
|---|---|---|
| Reaching new customers | Strong: search, social posts, ads and shared links open web pages | Weak: people rarely install an app to browse once |
| Access | Instant on any phone, nothing to install | Store visit, download and often registration |
| Repeat purchases | Fine if login and saved data work well | Strong: home-screen icon, saved cart and payment |
| Bringing customers back | Email, messengers, retargeting ads | Push notifications, with the user's permission |
| Device features | Limited, depends on the browser | Camera, barcode, location, offline mode, biometrics |
| Build and upkeep | One codebase, lower cost | iOS and Android, store reviews, ongoing updates |
| Criterion | Mobile website | Mobile app |
|---|---|---|
| Reaching new customers | Strong: search, social posts, ads and shared links open web pages | Weak: people rarely install an app to browse once |
| Access | Instant on any phone, nothing to install | Store visit, download and often registration |
| Repeat purchases | Fine if login and saved data work well | Strong: home-screen icon, saved cart and payment |
| Bringing customers back | Email, messengers, retargeting ads | Push notifications, with the user's permission |
| Device features | Limited, depends on the browser | Camera, barcode, location, offline mode, biometrics |
| Build and upkeep | One codebase, lower cost | iOS and Android, store reviews, ongoing updates |