Most businesses don't need an app (and how to know if yours does)

"We need an app" is one of the most common requests we've heard in more than a decade of building technology for businesses. It's also one of the most expensive mistakes we see.

Why the app rarely pays back

• People don't install apps for occasional purchases. If a customer buys from you a few times a year, they'll use your website.
• Installing isn't using. Many installed apps are rarely opened after the first week.
• An app is never finished. Operating system updates, bug fixes and store releases continue for as long as it exists.
• It splits your effort. Two front-ends to design, test and market instead of one.

What usually works better

• A fast, mobile-first website that loads in a couple of seconds on mobile data.
• WhatsApp for updates, support and repeat orders; it's already on the customer's phone.
• Saved details and one-tap reordering on the website.

When an app is the right call

1. Customers use it weekly or daily (ordering staples, booking, tracking).
2. It needs phone features a website can't use well, like offline mode or background location.
3. The app is the product, such as a SaaS tool used in the field.

If you're weighing it up, our technology consulting starts with exactly this question.