The rise in popularity of mobile devices has made it increasingly common for consumers to make purchases using smartphones and tablets. Mobile apps have become essential if online stores want to reach customers anywhere, anytime.

What does an online store gain from a mobile app? The most important benefits of this e-commerce solution include, among others:

• increased conversions - mobile apps provide a seamless and intuitive shopping experience, resulting in higher conversions compared to browsing a store on a website,
   
• increased customer loyalty - app usage is often associated with loyalty programs, discounts, or special offers, which increases customer engagement and loyalty,
   
• better personalization - thanks to apps, the store can collect data on user behavior and preferences, which allows for more thoughtful personalization of offers and more effective marketing communications,
   
• access to information - mobile apps enable quick product searches, order tracking, and access to reviews and opinions of other customers, which promotes faster purchase decisions,
   
• PUSH notifications - allow the store to inform customers about new products, promotions, or special events, which increases engagement and effectiveness of marketing campaigns.

Types of mobile applications for online stores

Optimizing the performance of online stores is becoming an increasingly important part of e-commerce strategies in the mobile age. A key factor influencing the success of an online store is the type of mobile application it offers its users. In this context, it is worth looking at the different approaches to developing mobile applications in the e-commerce industry.

Here are three main types of apps and their characteristics that affect the performance and efficiency of an online store.

Native apps:

• are designed and written for a specific platform (iOS or Android), which means customization to the user interface and greater convenience of use,
• offer superior performance and access to advanced device features.

Hybrid apps:

• use both web and native technologies,
• enable development of applications for different platforms, which can speed up the development process and reduce costs,
• may lose slightly in performance compared to native apps but offer greater flexibility.

PWA apps:

• combine the advantages of websites with the functionality of mobile applications,
• users can use the online store through a browser while getting the impression of using a dedicated mobile application,
• can contribute to the store's efficiency through faster and more responsive access to content and a better user experience.

Mobile app features for online stores

Choosing the right mobile app features is crucial for any online store's e-commerce strategy. They offer several features that are critical to user experience and sales effectiveness. Core features are the foundation of any app - providing users with the tools to browse, search, and make purchases. These include, among others:

• the ability to browse the product catalog,
• adding them to a shopping cart,
• payment process,
• order tracking.

Advanced features, on the other hand, can significantly enhance the app's appeal and improve interactions with customers. Among them are:

• personalized product recommendations,
• notifications about promotions and sales,
• integration with loyalty systems.

Choosing the right platform

React Native This mobile app allows developers to write code in JavaScript and use the React.js library.

This enables them to use the same skills as when developing web apps. RN uses the platform's native components, which means the app will look and function very similar to native mobile apps.

Flutter This open-sourced framework supports the development of mobile apps on different platforms using a single source code. One of the essential advantages of Flutter is its exceptional performance and uniform appearance across platforms.

Support from Google and an active developer community contribute to the continuous development of the framework and the delivery of regular updates. This makes Flutter an increasingly attractive choice for mobile app developers.

The final choice between the two or other technologies depends on your preferences, project needs, and expectations for UI performance and consistency across platforms. For those who prefer the familiarity of JavaScript and want to maintain similarity to native apps, React Native may be a better choice. On the other hand, for those who value consistent design and performance across platforms, Flutter may be more appealing.

Mobile application design

In the process of designing a mobile application, aspects related to the convenience of the application from the user's point of view should be particularly emphasized, for example:

Interface (UI) - is the showcase of the app, providing users with an aesthetically pleasing and consistent experience in line with the brand's visual identity. Its design should be simple and intuitive to facilitate navigation and increase user engagement,

User experience (UX) - has a direct impact on the level of customer satisfaction and loyalty. It encompasses all user interactions with the application, both those related to functionality and content.

Key elements such as speed of operation, readability of content, and ease of navigation are crucial for maintaining user interest and positive feedback. It is worth noting that designing a mobile application requires a holistic approach that takes into account both user needs and business goals.

Each stage must be carefully considered and tested for usability and business efficiency. This is the only way to achieve optimal results that benefit customers and the business.

Summary

There are numerous benefits to using mobile solutions in online stores, including increased conversions through a seamless shopping experience and increased customer loyalty through loyalty programs and promotions. There are different mobile apps, such as native, hybrid, and PWA.

As a result, investment in mobile apps is becoming an essential success factor for online stores, helping to increase business efficiency and improve the customer experience.