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US Retail Mobile App Features Benchmark 2022

What Makes Retail Apps Sticky? A Guide to the Features Consumers Value Most

About This Report
A guide to the retail mobile app features consumers value the most, and a ranking of how 10 leading US multicategory retailers stack up.
Table of Contents

Executive Summary

The pandemic reshaped consumer expectations about the omnichannel shopping journey, which is now often mediated by a retailer’s mobile app. This report ranks the retail apps of 10 leading multicategory US retailers, rating 31 features based on a consumer survey.


  1. What are the most important retail mobile app features that retailers can offer?
  2. Which retail mobile app features do consumers value most, both overall and within key categories of features?
  3. What features do the 10 largest multicategory retailers’ apps offer, and how do they compare in five key feature categories?

WHAT’S IN THIS REPORT? An analysis of the most in-demand retail mobile app features to aid in app development in five key areas. Also, a ranking of 10 leading multicategory retailers based on their apps’ features, weighted according to survey data.

KEY STAT: Four of the five most valued app features connect the physical and digital shopping experience. Consumers now expect fast, easy, and frictionless omnichannel interactions with retailers.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

1expert perspective

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Findings
    3. Action Points
    4. Introduction
    5. Leading Retailers and Features
    6. Retail Mobile App Features Most Valued by Consumers
    7. No. 1: Digital Wallet
    1. No. 2: In-Person Shopping Experience Features
    2. No. 3: Delivery, Pickup, and Returns Features
    3. No. 4: Personalization Features
    4. No. 5: In-App Shopping and Browsing Features
    5. Methodology
    6. Glossary
    7. Ranked Feature List
    1. Survey Demographics
    2. Appendix
    3. Insider Intelligence Interviews
    4. Read Next
    5. Sources
    6. Media Gallery

    Charts in This Report

    Interviewed for This Report

    Justin Sparks
    Director of Vertical Strategy North America
    Interviewed January 25, 2022


    Suzy Davidkhanian


    Caroline Fulford
    Senior Researcher
    Ona Koehler
    Senior Director, Benchmarking
    Na Li
    Director, Primary Research
    Amy Rotondo
    Director, US Research
    Yoram Wurmser
    Principal Analyst
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