Attention Small Business Owners: Not Everything Needs to Be an App

Let’s get real: for small businesses, building an app isn’t a rite of passage. It’s a strategic decision. And more often than not, it’s a costly detour with minimal return.

In the rush to “go digital,” too many small and medium-ticket business owners assume an app will magically boost sales, brand visibility, or customer loyalty. Spoiler: it won’t. Not unless the app solves a real problem, delivers daily value, and fits naturally into your customer’s routine.

For example, I need to source a small quantity of wax to make handcrafted candles, or shea butter to make hand-churned body butters. Am I going online to look for websites that offer those products, or assuming there is an app for this specific need?

Apps Can Be Revenue Leaks, instead of becoming Revenue Drivers

Here’s why small business owners will often find that apps drain more than they deliver:

• High upfront costs: Design, development, testing, deployment, and maintenance - each phase demands time, money, and expertise.
  
  

• Ongoing updates: App stores evolve, devices change, bugs appear. You’ll need a dev team on standby.
  
  

• Low engagement: Most users download an app once, use it twice, and forget it exists. Unless your app is mission-critical, it’s likely to gather digital dust.
  
  

• Marketing overhead: You’ll need to convince users to download, onboard, and stick around. That’s a whole campaign in itself.
  
  

Apps Don’t Automatically Boost Sales or Brand Presence

An app is not a marketing strategy. I will wrestle with you over this! It is a tool. And if your audience isn’t asking for it or if they’re already engaging with you elsewhere, it’s a distraction.

• Your website is your storefront: It’s searchable, shareable, and scalable. A well-optimized site with clear CTAs and mobile responsiveness often outperforms a standalone app.
  
  

• Social media builds community: Instagram, WhatsApp, YouTube, and LinkedIn are where your audience already lives. Meet them there. Don’t drag them into a siloed app experience unless it’s truly better.
  
  

Businesses That Don’t Benefit from Apps (As Observed)

I'm going to call it like it is. These businesses often do better by doubling down on web and social:

• Local service providers: Think salons, tutors, fitness coaches, or home repair experts. A Google Business profile + Instagram presence beats any app.
  
  

• Boutique product sellers: Handmade jewelry, artisanal foods, or niche fashion brands thrive on visual platforms and direct website sales.
  
  

• Consultants and educators: Your audience wants clarity, not clutter. A clean site with booking options and content-rich social posts builds trust faster than an app.
  
  

• Event planners and freelancers: Your work is project-based and personal. Apps add friction. Websites and DMs close deals.
  
  

Small Business Owners: What to Do Instead?

• Invest in a clarity-powered website: Make it mobile-friendly, fast, and conversion-optimized.
  

• Build a content engine: Use blogs, reels, carousels, and newsletters to educate and engage.
  

• Automate smartly: Use no-code tools like Airtable, Zapier, and WhatsApp Business to streamline operations without app bloat.
  

• Track what matters: Engagement, conversions, repeat customers, not downloads.
  

• Personalise, Personalise, Personalise! Know your customer by name, product preferences, past purchases and such details that show you are paying close attention.
  
  

If you’re a small business owner wondering whether to build an app, ask yourself: Is this the best way to serve my customer and reach my target audience - or is it just a shiny, costly distraction?

Remember that many small businesses succeed mainly through a closed WhatsApp group of highly engaged potential and current customers, along with a strong social media page and/or a business website.


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