Matalan app tops website with stronger order values

Matalan's first fully native mobile app has recorded 1.76 million downloads since launch and delivered higher order values than its website.

Launched in August and developed with mobile consultancy Apadmi, the app forms part of Matalan's wider digital investment as it looks to better connect online and in-store shopping.

Early trading figures suggest strong customer use beyond initial downloads. Monthly active users have risen 10% month on month since launch, while app orders increased 20% year on year in August and 28% in September.

App conversion has reached 4.4%, ahead of the retailer's 3.4% target. Average order value on app transactions was 14% higher than on website purchases.

The figures add to a broader rise in digital sales, with Matalan reporting 10% online sales growth in FY26.

App features

Built around customer shopping habits, the app includes search tools, expanded product information and checkout through Apple Pay and Google Pay. It also brings together Matalan Me rewards and account details in one place.

An in-store barcode scanning tool is designed to help customers check product details, availability and reviews on their phones while shopping.

Dre Nicolaides, Digital Director at Matalan, said: "What's particularly encouraging about the response to our new app is that customers aren't just downloading it - they're using it to shop, and we're seeing that translate into stronger orders and conversion. It's a really positive start and reflects the investment we've made in improving the digital experience."

Nicolaides added: "We've focused on making it easier and more enjoyable to shop Matalan, whether customers are shopping online or checking product information in store. The investment we've made in the technology also means we can keep introducing new features and responding more quickly to what customers want."

Matalan sees the app as part of its longer-term digital development. The launch gives the retailer a native mobile channel at a time when retailers are trying to increase repeat engagement, improve conversion and connect loyalty programmes more directly with transactions.

For Apadmi, the project adds another retail client to its portfolio of mobile work across consumer brands and public sector organisations.

Keeley Lee, Client Services Director at Apadmi, said: "We've worked closely with the Matalan team to create an app that delivers a better experience for customers and supports the business's ambitions for digital growth. It's been a great partnership, and seeing such encouraging early results makes it particularly rewarding. We're looking forward to continuing our work together."