In the ever-evolving world of digital marketing, the conversation has shifted. It’s no longer a debate over whether to have a mobile presence, but how to make that presence a powerful engine for sales. A well-built mobile app is no longer just a convenience; it’s a necessity for any serious e-commerce business. We’ve seen firsthand how apps convert at a higher rate than mobile websites. But simply having an app isn’t enough to guarantee success. The top e-commerce apps on the market share a standard set of app features designed to improve the customer experience, drive conversions, and build lasting loyalty.
Whether you’re in the early stages of mobile app development or looking to enhance an existing application, we need to focus on the key features that truly matter. From our research into the latest trends and best practices, we’ve identified 12 must-have app features that every high-performing e-commerce app needs to have.
The power of communication and personalization
1. Push notifications
A significant advantage of having a mobile commerce app is the ability to communicate directly with your app users. It isn’t an option with a mobile or desktop site. When used effectively, push notifications can drive sales by delivering timely product updates, discounts, and promotions.
They have a 90% deliverability rate and an opening rate that is 50% higher than email. It’s crucial to reserve your best offers for these notifications. A whopping 70% of app users find push notifications useful, and 40% of people engage with them within an hour of receiving them.
For a flash sale or a limited-edition product, a push notification is the perfect tool to create FOMO (fear of missing out) and encourage quick action.
2. User profiles
Allowing users to log in and shop from a customer profile is a massive advantage of a mobile commerce app. It provides us with valuable insights into customer behavior, such as their purchase and browsing history, allowing us to send personalized product recommendations. This personalization is highly appealing, with 90% of people finding it attractive. Furthermore, user profiles drastically simplify the shopping experience. By saving information like credit card details, billing, and shipping addresses, users only have to enter it once, enabling them to check out in seconds.
3. Discounts and promotions
Exclusive discounts and promotions are a primary driver for app usage. A study found that 65% of people use quick commerce or e-commerce apps specifically to get special deals and offers. We can leverage this by offering incentives, such as a first-purchase discount, to encourage app downloads. This feature is vital for most brands and can be effectively combined with push notifications for time-sensitive offers.
4. Customer loyalty programs
A mobile app is the ideal platform for running a loyalty program. It makes it easy for customers to track their status through their user profile, and a vast majority (75%) of consumers are more likely to participate if they can access the program from their smartphones. This feature ties directly into the desire for exclusive deals, providing a consistent way to reward customer engagement and spending.
Enhancing the shopping experience
5. Speedy checkout process
A seamless and quick checkout process is non-negotiable for success. The ideal mobile checkout can be completed in seconds, ideally with just one or two clicks. It is where a user profile with saved information is invaluable. Forbes notes that fewer form fields lead to higher conversion rates, and a chart shows a stark drop-off in conversion rates as the number of fields increases.
6. Plenty of payment options
We can’t assume that everyone wants to pay with just a Visa or Mastercard. A frictionless checkout requires multiple payment options, including major credit cards, debit cards, PayPal, and mobile payment solutions like Apple Pay and Google Pay. Failing to offer a customer’s preferred payment method can lead to cart abandonment, and we risk losing that potential customer forever.
7. Advanced product search
For apps with extensive product catalogs, an advanced search and filter system is critical. Without it, a user’s biggest frustration is not being able to find what they’re looking for. Research shows that conversion rates from users who use the search feature are typically two to four times higher than for those who don’t. Up to 60% of all transactions come from sessions when customers use the search function. Top e-commerce platform apps like Amazon and Walmart all have sophisticated search capabilities.
8. Mobile-optimized descriptions and images
A mobile app must have descriptions and images that are optimized for a small screen. Long paragraphs are difficult to read on a small device. Using brief bullet points can make the information more digestible. For images, a lack of detailed and accurate photos is a leading cause of returns. Your app should include high-quality images from every angle, and showing the product in use or to scale can be a great way to provide more value. A 360-degree spin feature can boost conversions by up to 27%.
Building trust and convenience
9. Simple returns
Returns are a part of running any quick commerce or e-commerce business, so making the process simple is key to retaining customers. An overwhelming 92% of consumers are more likely to buy from a brand again if they have a simple return experience. A lack of a good return policy is also a significant reason for cart abandonment. Your app should allow users to handle returns directly within the app, perhaps by generating a scannable QR code, as a way to simplify the process.
10. In-app customer support
No matter how simple your app is, users will need assistance. Building
Customer support features, such as live chat, email, or ticket support, directly integrated into the app, are essential. A significant 86% of users are willing to pay more for excellent customer service, and 77% of happy customers share positive brand experiences, which can lead to free referrals. Notably, 77% of people aged 18 to 24 use their smartphones to contact customer support, making an in-app solution a natural fit.
11. Location tracking and geofencing
With 53% of people agreeing to share their location with mobile apps, we can use this data to our advantage. For brands with physical stores, a “store locator” feature is highly valuable to users. We can also use geofencing to send relevant push notifications. For example, if a user walks past one of your stores, you can send them a push notification with an exclusive offer. Quick and e-commerce apps can also use geofencing to send targeted offers based on a user’s location, such as sending a discount for surfboards if they are at the beach.
12. App analytics
Using app analytics is crucial for making continuous improvements to a mobile commerce app. By tracking data like conversion rates on product pages, a user’s geographic location, and app usage duration, we can gain valuable insights into user behavior and identify areas for improvement. This data is essential for ensuring the app is continually optimized and performing at its best.
Conclusion
In conclusion, the success of high-performing e-commerce and quick commerce apps relies on essential app features that enhance user experience and drive conversions.
Key app features like push notifications, user profiles, and speedy checkout processes attract and retain customers. Additionally, offering diverse payment options, advanced product search, and mobile-optimized content ensures users can navigate effortlessly and shop with confidence.
By prioritizing these app features, businesses not only meet consumer expectations but also foster loyalty and encourage repeat purchases. As the digital landscape evolves, focusing on these functionalities is crucial for achieving sustained success in the competitive quick and e-commerce market.
Want to master the fast-paced world of mobile commerce in 2025? Discover all the cutting-edge strategies for e-commerce and quick commerce in our Ultimate Guide to Scale Quick Commerce and E-Commerce Apps in a Mobile-First World. This handbook is designed for developers and marketers to help them dominate the mobile-first landscape!
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