E-commerce grew 20% for Costco in fiscal 2015—20 times faster than store sales.
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“And it’s faster to start an app than it is to go to my browser and then click on the site and wait for it to download,” says Mouline of Gomez. But, he adds, the new programming language HTML5 offers functionality that enables a site to work with some information on a desktop or mobile device. That, he says, may bridge the performance gap between sites and apps.
But there will remain differences between sites and apps. Retailers deciding between the two will have to choose between being easy to find and accessible to all, or a sleek, fast and cool experience.