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Mobile apps are like your neighborhood produce store. You walk inside the doors looking for specific items. They also typically let users tap into their phone's full potential. For example, a native app might integrate with a phone's camera, voice recorder, contacts or other features. And for shoppers looking for a richer, more advanced interface, applications typically win out over the mobile web because they are designed specifically for that handset's hardware and operating system. Overall, native apps offer a tailored shopping experience that's well delivered but limited. The mobile web on the other hand is a like a huge shopping mall with seemingly limitless stores and tons of options all under one giant roof. It's not as constricted or fragmented as shopping on disparate mobile apps but the experience isn't as tailored as the specialty store. Unlike device-specific native apps though, the mobile web has enormous flexibility and, usually, much larger reach. Customers don't need to download robust programs from app stores to their handset in order to begin shopping. Instead, all they have to do is type in a web address in their mobile browser to start spending their digital dollars. Much of the time mobile sites serve as stripped-down versions of regular websites and serve a utilitarian purpose: selling goods and services.