Matalan said it has seen a jump in in-app purchases following the go-live of its fully native app two months ago.

The retailer said its new app, which was developed with Apadmi, has already recorded 1.76million downloads, with monthly active users growing 10% month-on-month.

The new app now includes enhanced customer discovery journeys, personalised offers and integration with its Matalan Me rewards scheme. It also allows customers greater payments flexibility, letting shoppers check out with Apple Pay or Google Pay.

Sharing its initial results on a LinkedIn post, Matalan said it had seen “strong early results” – in-app orders in August rose +20%, while September saw an even higher lift of 28% year-on-year. It also said conversions were tracking ahead of target, while Average Order Values grew +14% higher than its website basket sizes.

“The app is an important part of our plans to accelerate digital growth, building on the +10% increase in online sales we delivered in FY26. But the real opportunity is in how it improves the experience for our customers,” it continued.

Recent research by Apadmi, which developed the app with Matalan, showed that a quarter of brands now rank mobile apps as the number one channel for CRM responsiveness, over and above email, social media or even in-store experiences.

“What makes apps so powerful is their ability to combine multiple touchpoints including payment, promotions, personalisation and customer service, into a single, seamless experience,” Sarah Toms, Retail Growth Director at Apadmi told Retailer Rewired. “They act as a digital HQ for customer engagement, capturing real-time behaviour and enabling brands to respond immediately and meaningfully.”