Apps are becoming increasingly integrated into people's daily lives, whether to shop, study, or make friends. However, widespread availability does not guarantee satisfaction. users. An internal Eitri survey, using data from user reviews and ratings of over 200,000 general apps, 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, of the 205,230 apps analyzed, 131,799 did not have enough reviews for an accurate classification. The categories with the highest percentage of excellence are Books and References (33.72%), Climate (29.60%), and Shopping (29.43%). On the other hand, they face greater challenges regarding satisfaction ofusers: Racing Games (4.94%), Educational Games (4.75%) and Dating (2.16%).
Strengths and weaknesses of apps
Customers highlight 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%) as positive aspects. This shows that they especially appreciate a journey that is easy, convenient, and offers good products.
The main weaknesses identified were instability and unsatisfactory app performance (15%), followed by issues in the purchase process (13%), problems related to coupons and discounts (9%), and inconsistencies in shipping (6%). These technical and functional issues negatively impact, representing barriers to retentionusersin environments ofe-commerce.
What do users value most?
Applications that allow users to find products and complete purchases quickly and effortlessly are valued by users, who tend to separate the quality of the items from the experience with the app, indicating that the brand is appreciated regardless of the sales channel. When apps work as expected, logistical efficiency stands out as an important differentiator. Furthermore, economy and discount opportunities are relevant factors in the decision to buy a product.
The catalog's amplitude 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 revealed that the market for quality apps remains largely untapped, with a clear distinction between well-designed apps and those that are poorly designed. This distinction not only highlights the need for innovation and excellence in the industry, but also shows that well-reviewed apps tend to gain greater visibility in app stores, directly influencing users’ decisions,” said Guilherme Martins, co-founder of Eitri.
