Mobile commerce in the UK has passed the tipping point. More than 60% of ecommerce transactions in the UK now happen on a mobile device.

Mobile apps are outperforming mobile web on conversion

The conversion rate gap between mobile apps and mobile web has grown consistently. Mobile web conversion rates typically sit between 1% and 2%. Mobile app conversion rates for the same brands commonly run at 3% to 5%.

The reasons are structural. An app has the customer's payment details saved. No password to remember. The experience is faster, more native, and more trusted than a browser. Session lengths are longer. Bounce rates are lower.

Push notifications are replacing email for reactivation

Email open rates in ecommerce have declined. Push notifications from mobile apps do not face the same inbox filtering.…