Is a mobile app worth it for kids in the GCC?

Worth is the mobile web conversion rate against the app conversion rate on the same traffic, multiplied by how often somebody returns. For most stores the first gap is large and the second is the one that decides it.

What it is worth, in figures the store already holds

The mistake is comparing an app against the desktop site. Compare it against the mobile site, on the same customers, over the same weeks — that is the only comparison the decision actually rests on.

An app earns its place through repeat purchases and notifications, so the question is really about how often somebody buys. For a kids and baby store in the GCC, the answer turns on one thing in particular: The customer ages out of every product they buy, so the catalogue has to follow the child or the customer leaves.

What is different about the GCC

The GCC is not one market. Payment habits, delivery norms and language expectations differ enough that a single approach underperforms in at least one country.

Payment preference varies by country more than most planning assumes.

What is different about a kids and baby store

Built too early it is a cost with nothing to do — an app with no customers to bring back is a bookmark nobody made.

Where a mobile app comes into it

Knowing when somebody bought 6-month clothing tells you what they need in six months, and an app is where that is acted on.