The history of app commerce

9000bc hunting and gathering

Hunting & gathering

trading in 600bc


Goods are exchanged using coins, weighing scales, ledgers and mirrors.

app commerce in 1800s

Catalogue shopping & mass production

People shop at corner stores and use shopping catalogues.

first ecommerce purchase 1994

The first ecommerce purchase is made

It was either a CD from NetMarket or a pizza from Pizza Hut – it’s debatable!

ecommerce in 1995

Ecommerce is starting to take off

The first ecommerce websites are mostly built from scratch.

mobile commerce in 1997

‘Mobile commerce’ is coined

That year, Coca Cola introduces the first mobile payments in vending machines, where customers can pay via SMS.

app commerce in 2000

The dot-com bubble bursts

Annual online retail sales leap to $43 billion despite the dot-com investment implosion.

2005 first cyber monday

Cyber Monday is born

Black Friday was always the biggest shopping day of the year, as online shopping became more popular, a new big shopping day emerged.

app commerce in 2008

Apps enter the scene

Consumers can download apps. The Apple App Store, the first Android phone and the Google Play store become available. The App Store has over 10,000 apps within 6 months of opening.

poq founded in 2011

Poq was founded

Once you go app you never go back.

app commerce in 2013

Poq defines the term “app commerce”

Omnichannel’ hits the mainstream. This year also sees the launch of beacon technology and e-receipts.

apple pay launches 2014

Apple Pay launches

This was swiftly followed by Android Pay. Chinese online shoppers spend $9.3 billion on Single’s Day, making it the world’s biggest shopping day.

2015 mobile shopping apps

The rise of mobile shopping apps

The App Store launches a Shopping app category. Most online traffic now comes from mobile devices, and 40% of UK mobile revenue is from apps.

app commerce in 2016

App commerce has arrived

Retailers are seeing their apps generate more revenue than the mobile web.

Performance metric Compared to mobile web Compared to desktop
Conversion rate 2x 1x
Revenue per user 5x 3x
Revenue per session 2x 1x
Sessions per user 3x 4x
Browsing time 3x 2x