Mobile commerce in the UK has passed the tipping point. More than 60% of ecommerce transactions in the UK now happen on a mobile device.
Mobile apps are outperforming mobile web on conversion
The conversion rate gap between mobile apps and mobile web has grown consistently. Mobile web conversion rates typically sit between 1% and 2%. Mobile app conversion rates for the same brands commonly run at 3% to 5%.
The reasons are structural. An app has the customer's payment details saved. No password to remember. The experience is faster, more native, and more trusted than a browser. Session lengths are longer. Bounce rates are lower.
Push notifications are replacing email for reactivation
Email open rates in ecommerce have declined. Push notifications from mobile apps do not face the same inbox filtering. They appear directly on the lock screen.
The most effective push in 2025 is behavioural: back-in-stock alerts, price drop notifications on wishlisted products, and personalised reactivation for lapsed app users.
Loyalty programmes are moving to apps
Points balances, tier progress, and exclusive rewards visible on the app home screen create a reason to open the app independent of a purchase intent. Brands that have moved their loyalty programme into the app report higher monthly active user rates and higher repeat purchase rates.
One-tap checkout is the conversion standard
Customers who have experienced Shop Pay, Apple Pay, and Google Pay do not want to type card details into a form. Mobile apps that support Apple Pay and Google Pay natively see significantly higher checkout completion rates.
What this means for UK Shopify brands
The brands investing in mobile apps now are building the retention infrastructure that will compound over the next three to five years. App users have higher LTV, lower acquisition cost for repeat orders, and stronger brand loyalty than web-only customers.
At Talmee, we build Shopify mobile apps for UK ecommerce brands. Based in Manchester, we work with brands in fashion, beauty, activewear, homewares, and food who are ready to make mobile their primary customer retention channel.
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