an theory I read was, forcing users to use an app gives better monopoly. users can't drift off to other sites to compare deals; apps will monitor you and study

an theory I read was, forcing users to use an app gives better monopoly. users can't drift off to other sites to compare deals; apps will monitor you and study behaviour, and help their marketing strategy; they bug you with deals all the time making you use the app more often than you'd have otherwise( idea from Facebook); flipkart n Amazon did this with the mobile site, flipkart is testing the waters of the next stage by using it's myntra division.