Are your accounts asking about the secrets of the best online shopping apps? They should be, because online sales continue to grow. But new data from the American Customer Satisfaction Index (ACSI) suggests many retailers are having app trouble.

In looking at the mobile app ecosystem, we suggest you answer the following questions for your accounts:

• How Big is Online Shopping?
• What Features Do The Best Online Shopping Apps Have?
• Do Customers Prefer Shopping In-​Store or Online?

 How Big Is Online Shopping?

Around 20% of all retail sales now originate through an online order. In the 2024 holiday season, shoppers spent $241.1 billion online. That spending level marks a significant increase over the previous year.

Your accounts should know that 54.5% of those purchases were made via smartphone. That detail underscores the critical importance of a retailer’s shopping app.

Declining Scores for Online Shopping Experience

Every year, the ACSI surveys consumers about their online shopping experience. Online shopping is increasingly important, especially for younger consumers. But this year, ACSI analysts report that “65% of tracked brands see declines in customer satisfaction scores” when it comes to online retail.

Consumers are clearly discouraged. One reason for declining satisfaction may be the younger shoppers have come to expect a high-​quality online shopping experience.  As marketers rush to add more features and personalize online shopping, they may be forgetting about the need for a quality app.

The Need for a Mobile App

Some retailers have yet to develop a mobile app in addition to their mobile website. This is a serious oversight. The vast majority, 80%, of shoppers prefer to use a mobile app.

If your prospects don’t have a mobile app, encourage them to develop one.

What Features Do The Best Online Shopping Apps Have?

Shopping apps offer a number of features which your clients should check into. They should also constantly monitor the responsiveness of their apps.

Popular Features

• One-​click ordering. Consumers expect this convenience. Who wants to keep typing in their personal details on a tiny screen?
• Mobile Chatbots. Consumers will do anything to avoid engaging with an old-​fashioned customer help line. But a mobile chatbot is welcome – especially if it comes with 24-​hour service and is easy to use.
• VR and AR Tools. Consumers want to see, for example, what a piece of furniture will look like in their room.

The best online shopping apps will include the above features and more.

Monitoring Responsiveness

You can help your accounts increase online revenue by selling them digital marketing services that target efficiency. For example, the Digital Audit tool, available with an AdMall subscription, allows a deep dive into an account’s digital marketing activities.

The Digital Audit gives an overall score to a retailer’s digital advertising. The score considers the type and amount of advertising through the lens of what their target audience expects. If your account has been using online display ads but their key audience responds to video, the Digital Audit will reveal this disconnect.

More importantly, the Digital Audit assigns a mobile speed score. This score ranges from 0 to 100 and shows the responsiveness of a website on a mobile device. If there’s one detail that consumers want, it’s a website or an app that loads quickly.

The mobile friendly check scores the account’s site for key performance metrics and determines whether the elements are touch friendly.

In the ACSI study, consumers gave lower scores to several mobile app elements. These elements included check-​out speed and accurate order fulfillment for customer pickup. Consumers are also complaining about product images and site-​generated recommendations these days.

Review any performance shortfalls with your account and pitch them on your services to improve their mobile app.

Do Customers Prefer Shopping In-​Store or Online?

Consumers like to shop online, but they will visit their local retailers as well. When they are in the stores, they notice whether the staff is friendly and helpful. Once they finish shopping, they want a speedy checkout. 

With everyone feeling inflation’s squeeze, consumers are looking for the best promotions. They expect to find the same pricing whether they purchase in the store or online.

Consumers will remain brand loyal if they can find what they want without difficulty. The best online shopping apps will help them do that. Show your clients how to improve digital marketing to steer consumers to their apps.