The future belongs to apps: Why websites are losing relevance for SMEs

The Tagesschau news program reports on the rise of so-called super apps—digital platforms that combine multiple services in a single app (Tagesschau, May 2025). This megatrend, which has long been established in Asia, is now spreading to Europe. For small and medium-sized enterprises (SMEs), the question arises: If user behavior continues to shift toward app use, what does this mean for their own websites? And how can they strategically prepare for this shift?

1. Apps as the dominant digital touchpoint

Super apps such as WeChat in China and Rappi in Latin America show where the journey is headed: Customers no longer interact with many individual websites or apps, but with a central digital hub. In the West, platforms such as WhatsApp, Instagram, Amazon, and Revolut are also increasingly moving in this direction.

For SMEs, this means that customers expect a digital infrastructure that is mobile, personalized, and directly accessible. The classic company website is fading into the background.

2. The browser is losing relevance

App usage has long dominated mobile devices in particular. The majority of users use apps for communication, shopping, bookings, and banking. The browser is often only used to search for information or for initial contact—real interactions take place elsewhere.

3. Websites are becoming infrastructure, not experiences

The function of the corporate website is changing fundamentally:

• It primarily serves to ensure visibility in search engines (SEO).
• It is legally required for imprint, data protection, etc.
• It provides an API-based infrastructure for delivering content via apps, platforms, and messengers.

Other touchpoints play a much greater role in customer loyalty, conversion, and day-to-day business.

4. App-first instead of mobile-friendly

Mobile-first is yesterday's news. Today, app-first strategies are needed:

• A dedicated mobile app as a central tool for customer loyalty and repeat use.
• Integration of features such as chat, booking, loyalty, in-app shops, and push notifications.
• Networking with CRM, messengers, and automation tools.

Particularly exciting: even SMEs can now tap into these opportunities without a large budget. Tools such as “Home of Apps” from BNO Technology Solutions make this possible.

5. Recommended action for SMEs

• Think of the app as a platform: The app becomes the digital operating system for your company.
• Keep the web minimalist: The website is a landing page for search engines and an entry point, no longer the main platform.
• Integrate super app building blocks: Features such as appointment booking, customer chat, shop, news feed, loyalty program – all in one app.
• Develop with the user in mind: Think from the customer's perspective: ease of use, direct communication, personalized content.

Conclusion

Websites will not disappear overnight, but they are increasingly losing their strategic importance. Those who do not think app-centric today will disappear into digital obscurity tomorrow. Now is the time for SMEs to proactively shape this change – before others do it for them.