[eMarketer] Shoppers prioritize digital wallets for their ability to reduce friction

The pandemic reshaped consumer expectations about the omnichannel shopping journey, which is now often mediated by a retailer’s mobile app.

eMarketer 2022 US Retail Mobile App Features Benchmark report analyzes the most in-demand retail mobile app features and ranks the top 10 leading multicategory retailers based on their mobile apps.

The ability of the digital wallet to connect the physical and digital realms put this category on top.

Three of the top five overall mobile app features were in this category: redeeming coupons through the app in-store, redeeming loyalty points through the app in-store, and scanning your gift card to your profile.

Optimizing checkout is what most people might think of when it comes to the digital wallet, but the most popular features in this category were geared instead toward saving time and money and reducing friction. Surprisingly, only three retailers offered the ability to scan gift cards.

The ability to complete an in-app purchase using a third-party digital wallet like Apple Pay was No. 10 in the ranking of overall app features; just over half of the retailers we studied offered this feature.

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