Is It Worth Building a Mobile App If You Have a Web Online Store? What 2026 E-Commerce Data Says

Are you considering building an m-commerce app, but you’re worried it won’t attract new users? And there is also a risk of cannibalization. What if your current customers switch to the new platform without generating any additional benefits?

To understand a mobile app’s potential impact on sales performance, start viewing the web and mobile versions of your store as two distinct tools. Each plays a different role in customer acquisition and in retaining interest in your e-commerce.

Mobile e-commerce app vs web app: How to avoid traffic cannibalization?

Traffic cannibalization occurs when one channel (e.g., a mobile app) “poaches” users from another channel (in this case, from a web app). For example, instead of attracting new customers, a smartphone app ends up serving the same people who previously used a browser. Of course, everyone wants to avoid this: we usually build a new app to expand our audience. However, launching a new channel alone won’t automatically increase your customer base.

This mindset regarding apps overlooks a crucial fact: an app is not just for placing orders. It also serves other essential business goals, such as customer acquisition and retention, crafting brand experiences, building the store’s image, etc.

E-commerce businesses should keep these goals in mind when designing and developing a mobile app to fully capitalize on the opportunities of having two shopping platforms, while mitigating cannibalization. The key is to leverage the app effectively within your overall e-commerce growth strategy.

What role does a web app play in customer acquisition?

The Gemius “E-commerce in Poland 2026” report shows that as many as 93% of internet users visit websites and apps that allow online shopping every month. In total, 26.3 million Poles use their phones for this monthly, of which 21.6 million specifically use shopping apps (source: Mediapanel, average for the period July 2025 – June 2026).

Survey respondents were also asked what led them to their last purchase. It turned out that external search engines, such as Google, come in second place, right after internal search engines found on stores’ own sites and sales platforms. The report states that in 32% of cases, such a purchase is preceded by verification in a browser, meaning the user moves on to the store’s product page from the search results. For example, if I want a boho-style dress, I type that phrase into Google, then open several store tabs offering that product. That’s one reason why a website is the foundation that showcases the product range in an appealing way and can encourage further browsing of the offer.

Based on this, we can assume that a web app often plays an introductory role as the user’s first touchpoint with the brand, giving them a place to explore products and form a general impression of the store.

The model described here applies to people who already have some idea of what they want. However, this is not the only path leading to a purchase.

The role of mobile apps in the shopping process 

The same Gemius report indicates also as many as 28% of customers say they discover products through casual browsing. This may be linked to the increasingly popular phenomenon of treating scrolling as a form of entertainment. Users scroll through product listings, browse different categories, and see if anything catches their interest.

But how do they know which stores to browse? First, they need to know them and, ideally, have their app icon on their smartphone or receive notifications from them. This is where the mobile app comes in, reminding potential customers about the online store and encouraging them to return more often.

Nowadays, building customer loyalty is no easy task, and dedicated smartphone apps can significantly affect how often users scroll through your brand’s offerings.

Mobile apps and user retention strategies

Notifications and icons are just a few ways to capture mobile app users’ attention. You can also offer them unique benefits, such as:

• discounts available only to logged-in mobile app users
• early access to new collection products or sales
• limited-edition product drops or mystery boxes
• gamification-based features, e.g., wheels of fortune, scratch cards, advent calendars (although, you need to be careful about this)
• fast checkout, including express payments.

All of these solutions should, of course, be tailored to your target audience. Together, they increase interest in the brand and its offerings, driving more frequent user returns to the app. Unsurprisingly, apps account for 64% of the total time Poles spend shopping online (an average of 113 minutes per month per user, according to the Gemius report).

Data from Contentsquare, covering a broader scope beyond just the Polish internet, confirms that investing time in building retention is well worth it. The 2026 Digital Experience Benchmark Report states that returning users convert at a higher rate than new ones (2.9% vs. 1.7%). Furthermore, this group generates more than half (52.8%) of the total traffic on websites and apps. This shows that app-exclusive benefits can translate directly into business growth.

Order completion

The last — and from a business perspective the most important — stage of the purchase process is checkout. Although an order can be placed through both the web and the mobile app, the “E-commerce in Poland 2026” report shows that the latter is more popular: 44% of respondents said they most often finalize their purchase in the mobile app. 35% named a computer, and 14% a store’s mobile website. Importantly, 90% of people who browse a store’s range in the app also use that same channel to place their order.

This is no surprise: mobile apps enable quick payments (e.g., via Google Pay, Apple Pay, or BLIK), allowing the entire process to be completed faster.

Another key factor is that cart data synchronization between the web app and the mobile app has become standard practice. As a result, customers can start browsing products on the web app and then seamlessly complete their purchase in the mobile app, which is often faster and more convenient than doing so on a laptop.

Exceptions: when this model will not work

Based on the arguments presented here, it can be concluded that a web app plays a more significant role in attracting new customers and familiarizing them with the brand’s offerings. On the other hand, a mobile app more often serves as a tool that facilitates completing transactions and maintaining interest in the store, its product range, promotions, etc. While this picture holds true for many e-commerce businesses, remember that in the world of apps, no universal truths apply to every company.

Just look at the data from Contentsquare’s “2026 Digital Experience Benchmark” report, which outlines insights compiled from 99 billion sessions across 6,500+ websites and apps. The findings show that desktop converts 74% better on average than mobile devices, even though mobile traffic accounts for nearly 70% of all web traffic.

What does this actually mean? The simple fact that users visit mobile apps more often does not necessarily mean they deliver better sales results. However, these are general figures that may not directly translate to your specific business reality. While it is valuable to consider findings and insights from various studies, you should always make final decisions in the context of your own e-commerce business.

The specific nature of a given store, especially its product range and target audience, plays a crucial role in determining the function an app will serve for customers. What does this mean in practice? The findings in the Gemius “E-commerce in Poland 2026” report state directly that The Gemius “E-commerce in Poland 2026” report states that women are more inclined to shop via a mobile app than men. Meanwhile, individuals aged 60+ prefer purchasing on desktops.

This shows that building a mobile app doesn’t always make sense for a business, and in other cases, prioritizing a web app over a mobile app can be a dead end.

Every store operates on slightly different principles and attracts specific customer groups, which is why at Holdapp we place great emphasis on thoroughly understanding potential users. Sometimes we achieve this through surveys, other times through usability testing or in-depth interviews. This helps us tailor solutions to the people who will actually use the app.

App fatigue 

When discussing the importance of mobile apps, we cannot ignore the phenomenon of app fatigue. What is it all about? Users are often hesitant to install yet another app on their smartphone, a sentiment shared by 30% of respondents in the Gemius “E-commerce in Poland 2026” report. They are likely frustrated by the same things as most people reading this article: frequent notifications (30% of responses), pop-up ads in apps (29% of responses), and they rarely feel like creating an account (25% of responses).

Something else may surprise some while confirming the obvious for others: not everyone views gamification positively. An increasing number of stores are introducing them into their apps hoping to spark user interest, when in reality, they trigger a negative reaction. Two-thirds of users have encountered them, and as many as 59% admit they find them irritating and off-putting.

To address these concerns and hesitation toward new apps, a store should align as closely as possible with user needs and preferences while ensuring maximum convenience when browsing products and placing orders. UX design plays a central role in customer acquisition and retention.

Promotions and retention-boosting features are important from a business perspective. They can spark customer interest, but what keeps users from getting discouraged is a convenient app experience and the absence of intrusive marketing tactics.

Mobile app or web app? Summary

A website and a mobile app should not compete with each other, as together they form a single omnichannel ecosystem. A web app (on both smartphones and desktop) usually builds reach: it supports SEO, lets users easily discover the product range, and attracts new users. A mobile app steps in later. It is primarily responsible for building loyalty, increasing repeat purchases, and strengthening the customer’s relationship with the brand, while also reminding them to check out promotions and the latest collections.

However, remember that while this model is common in e-commerce, it is not universal. Every store is different, and solutions need to be tailored to each one. This depends, among other factors, on the product range, target audience, stage of store development, and budget.

That is why it is worth thoroughly analyzing your business situation and goals before making a final decision. Could you use support at this stage? Check out our portfolio and reach out.

Data sources used in the article:

• Gemius, PBI, IAB Poland, Kozminski University, „E-commerce w Polsce 2026″: https://gemius.com/pl/news/raport-e-commerce-w-polsce-2026-jest-juz-dostepny/, accessed: 8 Oct 2026
• Contentsquare, „Digital Experience Benchmark 2026”: https://contentsquare.com/guides/digital-experience-benchmark/conversions/, accessed: 15 Oct 2026