Why your business needs a native app.

Online retail is growing at an extremely fast pace: a new study by Forrester forecasts that e-commerce will grow to €6.2 trillion by 2028, accounting for 24% of global retail. But as digital sales grow, so does the competition, and it’s no longer just between online stores. Social media platforms have transformed into full-fledged marketplaces where purchases take just a couple of taps to complete.

With TikTok Shop, the platform is doubling down on its ambition to become the go-to destination for social commerce. To reinforce its position, it has introduced an AI-powered tool designed to help brands and creators effortlessly produce highly targeted, relevant content, a move aimed at increasing engagement, driving more sales, and encouraging a surge in creator-driven commerce.

On the other hand, aware that according to Adobe Express, nearly 60% of their users ended up purchasing in-app discovered products on external platforms, possibly due to a lingering lack of trust and familiarity with purchasing from social media shops, TikTok developed a new shopping experience in partnership with Amazon.

This underlines how social media is mostly perceived as a discovery engine while traditional e-commerce sites remain the go-to destination for conversions. Moreover, an overwhelming flood of shoppable products could lead to consumer fatigue and dilute the user experience, making it harder for shoppers to stay engaged or make purchasing decisions.

So, where does that leave e-commerce brands? Fighting for visibility on a platform they don’t control or taking ownership of the shopping experience? Let’s explore how native apps respond to these market trends.

If you can’t fight them, join them.

If you are not ready to build your native app just yet, learn how to work with Tik Tok’s algorithm.

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How to build an e-commerce app that converts.

According to Statista, by the end of 2024, nearly 57% of total daily internet usage came from mobile devices, including smartphones and feature phones. Meanwhile, 77% of internet users made online purchases, as reported by Eurostat.

These numbers aren’t exactly surprising, but they highlight a crucial shift: meeting users where they are means expanding beyond a single digital touchpoint. The conversion funnel isn’t what it used to be: while a website acts as a brand’s digital storefront, a mobile app functions as a personal shopper in your pocket, offering deeper engagement and convenience. Let’s explore the key advantages of investing in a native mobile app.

Pushing the right buttons.

Email marketing alone isn't enough anymore, as most promotional emails get ignored, and only a small percentage leads to purchases. Push notifications offer a direct, instant way to engage customers at the right moment, whether it’s a flash sale alert, a back-in-stock update, or a personalised offer.

B2C brands drive impulse purchases and keep customers engaged with timely, relevant deals. For B2B businesses, they streamline communication with order updates, inventory changes, and personalised promotions.

But there's a fine line between helpful and annoying. Too many notifications (or irrelevant ones) can push users to silence them or uninstall the app altogether. The key is relevance, timing, and restraint. Get it right, and push notifications become a powerful tool for retention. If you get it wrong, your app risks being ignored.

Not just another push…

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Personalisation like no other.

A mobile app allows brands to create tailored shopping experiences that feel intuitive and relevant. From greeting users by name to offering AI-driven recommendations and location-based promotions, personalisation helps turn browsing into buying.

Loyalty programmes also become more engaging, with tiered perks, exclusive rewards, and personalised incentives that encourage repeat purchases. While B2C focuses on influencing purchases and personal engagement, B2B brands focus on streamlining processes with features like custom pricing, automated reordering, and contract-specific promotions making transactions smoother and more efficient.

The more seamless and relevant the experience, the stronger the customer connection and the higher the chance of repeat business.

Branded experiences.

A custom mobile app is an extension of a brand’s identity. From sleek UI to exclusive content, it creates a seamless, immersive experience that feels intentional and on-brand at every touchpoint. Unlike websites or social platforms, an app offers complete creative freedom, allowing brands to shape interactions without limitations.

It also provides a space to experiment. Features like AR try-ons, gamified rewards, and interactive storytelling can transform passive browsing into an engaging, dynamic experience. With an app, brands can push creative boundaries, testing new ways to connect with users beyond traditional shopping journeys.

More importantly, an app ensures direct relationships with customers, free from third-party algorithms or external distractions. Every interaction — whether through design, messaging, or functionality — reinforces brand identity, making the app a destination users return to, not just for purchases but for the experience itself.

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Seamless checkouts.

A native mobile app simplifies the buying process, making transactions faster, smoother, and more intuitive. With one-tap checkout, stored payment details, and seamless integrations like Apple Pay and Google Pay, purchases happen in seconds instead of minutes. This eliminates common friction points that often lead to abandoned carts and lost sales.

For B2C brands, an app enhances the shopping experience by allowing customers to save favourites, receive sale alerts, and complete purchases with minimal effort. The convenience of a streamlined checkout keeps them engaged and encourages repeat purchases.

For B2B businesses, where orders are often large and complex, a mobile app makes procurement faster and more efficient. Features like saved bulk order lists, automated reorders, and personalised pricing help clients place orders effortlessly, reducing time spent on manual processes.

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Brands leading the way.

Besides their incredible native app, Nike has developed SNKRS and Nike Run Club to deepen customer engagement. The SNKRS app offers sneaker enthusiasts exclusive access to limited-edition releases, creating a sense of urgency and community among users. Nike Run Club, on the other hand, provides runners with tools to track their progress, join challenges, and connect with fellow runners, fostering a supportive community and encouraging consistent use.

Sephora's Beauty App utilises AI-powered features to offer personalised beauty experiences. Users can receive tailored product recommendations and virtually try on makeup, enhancing their shopping experience and building confidence in their purchases. The app also integrates with in-store services, allowing users to book appointments and access exclusive deals, seamlessly blending online and offline experiences.

IKEA’s App includes a Shop & Go feature and augmented reality (AR) to assist customers in visualising how furniture will fit and look in their homes before making a purchase. This reduces uncertainty and enhances the shopping experience by allowing users to make more informed decisions, thereby increasing customer satisfaction and reducing return rates. IKEA Home Smart connects with the DIRIGERA hub, which syncs with IKEA products such as air purifiers, sound devices, smart blinds and smart energy.

McDonald's has effectively harnessed mobile technology to enhance customer convenience and engagement. The McDonald's mobile app allows customers to place orders ahead of time and provides exclusive deals with a loyalty rewards program, incentivizing repeat purchases and brand lovability.

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Standing out in the app crowd.

These brands prove that challenging traditional retail models and reshaping customer interactions pays off. But simply launching an app as another sales channel won't cut it. To truly make an impact, an app must offer something users can't get anywhere else.

Standing out requires going beyond transactions and unlocking an app's full creative potential. Whether through exclusive content, gamified experiences, or seamless omni-channel integration, the most successful apps engage, surprise, and build lasting connections. In an increasingly competitive e-commerce landscape, a well-crafted app can be a game-changer.

The competitive edge of a native app.

E-commerce is evolving fast, and brands relying solely on websites or social commerce risk losing control over customer relationships. Platforms like TikTok and Instagram may offer frictionless shopping experiences, but they also dictate the rules: they own the data, control visibility, and shift algorithms without warning.

A native mobile app puts brands back in control. Beyond a sales channel, it is a branded, fully owned space where businesses can build direct relationships with customers, offer personalised experiences, and drive long-term engagement.

Pioneering brands have already proven the impact of a well-crafted app. Whether it's frictionless checkouts, real-time push notifications, gamified experiences, or exclusive rewards, apps give businesses a competitive advantage that's impossible to replicate elsewhere.

For brands looking to own their customer journey, future-proof their strategy, and stand out in an increasingly competitive landscape, investing in a native mobile app isn't just an option; it's a necessity. The brands that embrace this shift will shape online retail's future.