An app sounds impressive, but it is often the more expensive answer to a problem a website solves better. The right choice depends on how customers will actually use it.
When a website is enough
If people mainly discover you through search, browse and buy or enquire, a fast mobile-friendly website does the job. It works on every phone, needs no download, and shows up on Google. For most businesses, this is the answer.
When an app makes sense
Apps earn their cost when customers use them often and need things a browser cannot do well: push notifications, offline use, hardware features. Think daily-use tools, not a shop someone visits now and then.
The middle ground
A modern website can be made installable and app-like, giving a home-screen icon and a fast experience without the cost of building and maintaining native apps for two platforms. Often that is the smart place to start.
Written by
Founder and lead developer at Ken Designers, the Nairobi studio behind websites, online stores, apps and POS systems for 300+ businesses. Best Software Developer of the Year 2026 (Digitally Fit Awards by KEOnline).
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