The guide
An app is a commitment, not a feature.
A native app carries ongoing engineering, review and support costs a website doesn't. Build one only when the case for it is genuinely stronger than a great mobile website.
Test for repeat, high-frequency use
Apps earn their cost through habitual use. If customers visit rarely, a responsive website will serve them just as well for a fraction of the investment.
Identify the device features you actually need
Push notifications, offline access, camera and location integration are legitimate reasons to go native. Wanting an app icon on the home screen is not.
Weigh the maintenance commitment honestly
Two app stores, OS updates and device fragmentation mean an app needs ongoing engineering attention long after launch, not just a one-off build.
Validate demand with the website first
Behaviour on a mobile-optimised website often reveals whether the demand for a dedicated app is real before you commit to building one.
Design for the commercial outcome, not the format
Decide what the app needs to achieve commercially, then confirm native delivery is the fastest path to it rather than the default choice.