Apps are becoming increasingly integrated into people’s daily lives, whether for shopping, studying, or making friends. However, wide availability does not guarantee user satisfaction. An internal survey by Eitri, using data from reviews and ratings of over 200,000 general applications, including e-commerce apps, revealed significant insights: 64% disappoint users, while only 18% achieve excellence in quality; shopping apps lead in excellence.
It is worth noting that out of the 205,230 apps analyzed, 131,799 did not have enough ratings for precise classification. Categories with the highest percentage of excellence are Books and References (33.72%), Weather (29.60%), and Shopping (29.43%). Conversely, they face greater challenges regarding user satisfaction: Racing Games (4.94%), Educational Games (4.75%), and Dating (2.16%).
Strengths and weaknesses of apps
Customers highlight positive aspects such as the shopping experience when everything works correctly (18%), convenience as an alternative to physical stores (11%), ease of use (10.3%), and product quality (9%). This shows that they appreciate a journey that is easy, convenient, and offers good products.
Among the main weaknesses pointed out were the instability and unsatisfactory performance of apps (15%), followed by issues in the purchasing process (13%), coupon and discount-related failures (9%), and inconsistencies in shipping (6%). These technical and functional issues impact negatively, posing barriers to user retention in e-commerce environments.
What do users value most?
Applications that allow finding products and completing purchases quickly and without complications are valued by users, who tend to separate the quality of the items from the app experience, indicating that the brand is appreciated regardless of the sales channel. When apps work as expected, logistical efficiency stands out as an important differentiator. Additionally, savings and discount opportunities are relevant factors in the decision to purchase a product.
The breadth of the catalog is also an appreciated aspect, as well as good support that contributes to customer loyalty. The digital channel is perceived as a relevant alternative to physical stores, and flexibility in order completion options is valued. Finally, the app is seen as an extension of the overall brand experience, reinforcing the importance of an efficient and well-structured platform.
“Our research has revealed that the quality app market remains largely untapped, showing a clear distinction between well-developed applications and those that are poor. This differentiation not only underscores the need for innovation and excellence in the sector but also highlights that well-rated apps tend to gain more visibility in app stores, directly influencing user decisions,” says Guilherme Martins, co-founder of Eitri.
