How an eCommerce app can help retailers to build preference, trust, and loyalty.

E-commerce is booming across Southeast Asia, with mobile apps leading the charge. In the broader APAC region, most online orders now come from apps. A recent study shows that 72% of app users prefer retail apps over shopping in-store or via websites.

Retail apps are no longer optional—they're essential. On average, users have 4–6 retail apps installed, though 36% admit some go unused due to better alternatives. This highlights the need for standout app experiences.

Interestingly, 99% of users who rate an app highly say they're likely to remain loyal to the brand, showing a strong link between app satisfaction, loyalty, and advocacy. Brands also see a 31% higher transaction value from customers using both app and web compared to web-only users.

Yet, many retailers aren’t maximizing their apps' full potential. To stay competitive, brands must deliver experiences that go beyond just shopping. 79% of online retail value comes from mobile apps, and 85% of users find apps more convenient than visiting stores. Users engage in 5–8 different activities daily on retail apps, from browsing to rewards.

Apps that mimic in-store experiences—like virtual try-ons or image-based searches—drive deeper engagement. 56% of satisfied app users are more likely to recommend the brand, making app quality a key growth driver.

As one Indian user noted, "Seeing how clothes look on my body via the app boosts my confidence to shop online." Clearly, convenience drives downloads, but experience drives loyalty.