Specialty electronics retailer recognizes need for mobile speed

Today’s consumers are more hurried than ever, and even traditional e-commerce apps may not move quickly enough to satisfy them.



New York-based specialty electronics retailer B&H Photo Video, which operates a single superstore as well as a global e-commerce site, is taking advantage of a new app-sharing feature from Google. Known as Android Instant Apps, it allows users to have a native app experience without actually download an Android app from the Play Store.



Using functionality built into Google Play services, B&H allows mobile customers to search for a particular item and then by tapping a link that appears in the results page, go directly to that item on the B&H app and purchase it. Once a link or search result is tapped, Google Play grabs only the necessary parts of the relevant app to accomplish the sale.



B&H can now offer the convenience and ease of native app-quality shopping without requiring customers to go through the process of downloading the app or storing it on their mobile device. This could greatly increase the reach of its mobile commerce efforts. Another possible benefit could be driving downloads of its app based on positive experience with what amounts to a sneak preview.