What Are App Clips? Reducing Friction in Mobile Commerce

Friction is a major factor in conversions.

77% of consumers keep five or fewer retail apps on their phone at any time. 78% of users won't download an app for a one-off transaction. 80% of younger shoppers may abandon a purchase entirely if forced to install an app to complete it.

You want customers to experience your mobile app's superior features and lock into your ecosystem. But the very process of requiring an install can drive them away.

That's what App Clips are designed to combat this. Let's examine what App Clips are, and whether they're a tool worth using.

What Are App Clips, And How Do They Work?

App Clips are a small part of an app, that a user can open and interact with, without having to download and install the app.

Think of them as lightweight mini-apps. They launch instantly on demand. Users can perform focused tasks without downloading your full app.

Common examples include ordering food, paying for parking, or renting a bike. App Clips load as a small card on the iPhone screen. One tap opens the mini-app, and users complete their task. Then the App Clip can prompt them to download the full app.

App Clips are built into your main iOS app bundle. They're not listed separately on the App Store. They remain temporary on the user's device and are automatically removed after inactivity.

Despite being temporary, App Clips offer native iOS capabilities. They can use Apple Pay for one-tap payments and Sign in with Apple for instant account setup. They can even send push notifications for up to 8 hours after use.

Users encounter App Clips through specific entry points:

• Scanning QR codes or Apple's App Clip Codes
• Tapping NFC tags in physical locations
• Clicking App Clip links in Safari, Messages, or Mail
• Via Apple Maps place cards
• Through Siri Suggestions

App Clips are size-limited (originally 10 MB, now up to 15-50 MB depending on iOS version). This means they download and start in just seconds.

An App Clip is not a standalone app. It's a "teaser" of your app's functionality. You must have a full iOS app to offer an App Clip. The Clip should focus on a single, high-value use case with no more than 3–5 screens.

The Benefits of App Clips

App Clips tackle the biggest friction point in mobile commerce: the install barrier.

Many retailers struggle with this. Convincing customers to download a 100+ MB app for a single purchase is hard. Many users suffer from "app fatigue."

This creates the "app download paradox." You want users to experience your app's superior features. But requiring an install often drives them away.

App Clips solve this directly. They let customers access a native app experience immediately. No App Store trip. No install. This removes friction and captures users in the moment of intent.

This dramatically improves conversion rates.

• Ecommerce flows using App Clips see 35–50% higher conversion compared to traditional flows that force App Store redirects or mobile web.
• One fast-casual restaurant chain saw first-time user order completion jump to 72% with App Clips. Only 34% completed orders when forced to download the full app first.
• One analysis found 82% higher transaction completion with Apple Pay in App Clips versus mobile web checkout.
• One study found App Clips cut a typical 6-step signup flow down to 2–3 steps, yielding a 67% decrease in abandonment.

App Clips let brands "meet customers where they are." You can offer interactive experiences at various touchpoints. Scan a code on a product box to demo it instantly. Tap a link in an email for a personalized offer. Use Apple Maps to order from a store in one tap.

The Downsides Of App Clips

While App Clips are a great way to increase conversions, there are some important trade-offs you're making, especially when comparing App Clips to native apps.

Reduced User Retention

App Clips are short-lasting by design.

Users don't "keep" them like installed apps. This means lower long-term retention compared to full app downloads. You lose the stickiness that comes with having your app icon on someone's home screen.

With a full app install, users see your brand daily. They get regular push notifications. They're more likely to return for repeat purchases. App Clips don't provide this ongoing presence.

Limited Engagement Depth

App Clips are designed for single, focused tasks. You can't build the deep engagement patterns that full apps allow.

Features like comprehensive user profiles, complex loyalty programs, or extensive browsing histories don't work well in the Clip format.

Missed Notification Opportunities

App Clips can send push notifications for 8 hours after the user opens it. This is nothing compared to the ongoing notification capabilities of installed apps.

You miss opportunities for re-engagement campaigns, cart abandonment emails, and personalized push notifications. You only get a limited window to be able to commiunicate with the customer, and then they're gone.

Harder To Build Habits

Installed apps become part of users' daily routines. App Clips are more transactional – users invoke them for specific needs but don't build habits around them.

Platform Limitations

App Clips only work on iOS 14+. If your audience skews toward older iOS versions or Android, you're missing a significant portion of potential users.

Lower Discoverability

Unlike apps in the App Store, App Clips don't have organic discovery mechanisms. Users can't browse or search for them. You must drive all traffic to your App Clip entry points.

Data Collection Constraints

App Clips have privacy restrictions that limit data collection compared to full apps. This can impact your ability to build detailed user profiles or track long-term behavior patterns.

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The key is viewing App Clips as a top-of-funnel tool rather than a replacement for full apps. Use them to demonstrate value and convert skeptical users into full app downloads. Don't expect the same retention and engagement metrics you get from installed apps.

How App Clips Compare To Android Instant Apps (Google Play Instant)

Google's Android Instant Apps are the closest equivalent to App Clips. Both let users try app portions immediately without full installation.

Here are the key differences between App Clips and Instant Apps:

Access: App Clips trigger "in the wild" – via links, QR codes, Maps, Siri. They work completely outside the App Store. Android Instant Apps can be discovered through the Play Store as well as web links.

Technology: Android Instant Apps require developers to modularize their app and upload instant-enabled APKs to Google Play. Apple's approach is more straightforward – you add an App Clip target to your Xcode project.

Adoption: Neither solution has become mainstream yet. By many accounts, Instant Apps never caught on at scale. App Clips haven't seen widespread adoption either since launch.

Best Use Cases for App Clips

Here are some potential use cases for App Clips in various industries.

Retail And Fashion

Deploy App Clip Codes on in-store displays or print ads. A fashion retailer could place a code on a window poster that opens a "lookbook" App Clip. Users instantly see a curated catalog or AR overlay, then get prompted to download the full app for a discount.

Beauty And Cosmetics

An App Clip can let users instantly try products virtually. Imagine scanning a QR code at a makeup counter to launch a "virtual try-on" App Clip that shows how a lipstick shade would look – without installing the brand's app.

Food Service And Delivery

Panera Bread's App Clip is a great example. In Apple Maps, when you find a Panera location, there's an "Order Food" button. This opens Panera's App Clip, allowing complete order and Apple Pay payment without the full app.

One restaurant chain's App Clip ordering flow had over double the conversion rate of their previous "install app to order" flow.

Fitness And Wellness

A gym could put an App Clip code at the entrance saying "Try a Free Workout." Scanning opens a Guest Pass App Clip where users sign in with Apple ID and receive a one-time pass to enter.

Travel And Hospitality

Caesars Entertainment in Las Vegas launched an App Clip for hotel guests. By scanning a code on property, visitors access a "digital concierge" App Clip that helps them navigate the resort and book restaurant reservations.

App Clips let you deliver app functionality exactly when and where users need it. This drives higher engagement in contexts where asking for an app install would stop the journey cold.

The Strategic Case for App Clips in Mobile Commerce

There is growing noise for App Clips as a low-friction alternative to native mobile apps.

App Clips let you harness the conversion and UX benefits of a native app (including push notification follow-ups for up to 8 hours). It makes sense that you'll see significantly more conversions by showing someone an App Clip than asking them to download your app.

But this thinking is flawed. You shouldn't be thinking of App Clips vs Native apps. The two serve vastly different purposes.

An App Clip brings short-term benefits. It's better for immediate conversions, but you lose contact with the customer after 8 hours.

A Native App is designed for retention and long-term value. It's not about an instant CRO boost, but driving value from building a long-term relationship with the customer, and turning one-time buyers into loyal, repeat customers.

Thinking that App Clips are a replacement for native apps is short-sighted. There's a place for them. You could use App Clips in ads (in place of links to your mobile website), or for in-store experiences (like virtual try-ons or menus).

But you'll still want to get people to download your native app, for a long-term touchpoint that's going to drive more sales and revenue over time.

The Bottom Line (App Clips Are Not a Replacement for Native Apps)

App Clips provide instant app experiences, without the friction of asking someone to download an app.

They let users complete tasks in seconds, with no commitment, leading to higher conversion rates.

However, understand that the benefits of App Clips are short-term; and if you think that a Clip is a replacement for a native app, you're missing the full picture.

The best brands will still have native mobile apps, providing easy access and direct connection to their best customers.

For those customers who aren't ready to download your app (e.g. someone just learning about your brand from a Facebook ad), an App Clip is a great way to give them a supercharged experience, with minimal friction.

Choose your tools wisely.