I hear a version of this a lot: “Our repeat purchase rate is low, so we’re building an app to fix it.” I get why it feels that way, but I always tell merchants the same thing before they start: the app is a channel, not a fix. It won’t solve a retention problem that already exists - it just gives you a better way to work on it.
Why this matters before launch:
An app doesn’t automatically make people want to come back. If customers weren’t returning because of pricing, product fit, slow shipping, or a weak post-purchase experience, none of that changes just because there’s now an app icon on their phone. The app makes it easier to reach people and give them reasons to return - but those reasons still have to exist.
What I usually walk through with merchants first:
- Why are customers not coming back right now - is it known or assumed?
- What’s the actual incentive for someone to buy a second time, app or not?
- Is there a real reason someone would want to download something versus just browsing the site?
Where the app genuinely helps:
- Making a loyalty or rewards program actually visible and easy to use
- Getting timely, relevant messages in front of people (restocks, order updates)
- Giving repeat customers something the website doesn’t offer
I’ve seen this play out clearly with merchants on Apploy - the ones who fixed even one basic retention issue first (a real reason to come back) got real results from their app fast. The ones who skipped that step and expected the app alone to fix things usually ended up with high installs and the same low repeat purchase numbers as before.
If retention is the core problem, it’s worth answering that question honestly before building anything - the app will amplify whatever’s already working or not working.
Hi @VikashJ
I completely agree that an app can amplify a good retention strategy, but it can’t replace one. I’d also add that merchants should identify when customers typically stop coming back. For example, if most customers don’t return after their first purchase, the focus should be on improving the initial post-purchase experience rather than simply sending more notifications.
Understanding the reason behind customer churn first usually leads to much better long-term retention than relying on any single tool or channel.
Agree with the framing. One thing I’d add to your list of questions is to cohort by the first product purchased before concluding there’s a retention problem at all.
Some products simply acquire people who were never going to repeat.
If your best seller is a one-and-done item, your blended repeat rate might look bad even if the business is totally fine.
Strong point. Cohorting by first product is one of those simple cuts that prevents a lot of bad retention work. A one-and-done category shouldn’t be judged against replenishable products; otherwise the store may add notifications to a demand pattern that isn’t actually broken.
I agree with the core point: an app can improve retention, but it can’t create a reason for cusotmers to return.
Before building one, I’d look at the existing repeat-purchase data by product, customr type, purchase interval, and acquistion source. That usually helps identify whether the issue is product fit, pricing, shipping/post-purchase experience, or simply a lack of a copelling second purchase.
If there’s already a clear reason customers should come back, than an app can be a useful channel for loyalty, rewards, replenishmnt, restocks, or personalized offers. Otherwise, it can end up adding another layer without addressing the underlaying problem.