Retail app revenue overtook desktop sales over festive sale period
Revenues from retail apps overtook revenues from retail desktop platforms in the final quarter of last year, as mobile commerce continues to grow in popularity.
According to the latest data from app commerce company Poq, the final and most financially lucrative quarter of 2018 was dominated by retail apps, overtaking desktop sales by one per cent.
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The study also found that apps were far more popular than mobile websites, with users spending more than five times as long on apps during the festive shopping period.
Over Black Friday, the percentage of customer buying more than one item was higher on retail apps was nearly three times more than those using mobile websites.
“Native mobile apps enable retailers to own the relationship with their consumers,” Poqs chief executive Oyvind Henriksen said.
“Recent strains on the retail sector, particularly with physical stores, means that retailers need to double-down on the channels that are succeeding. Through app commerce, retailers have the ability to build rapport and engage their consumers, moulding them into the most valuable ‘super customers.”