How The Mom Store Built a Bigger-Basket Mobile App for Modern Parents with Appbrew

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About The Mom Store

The Mom Store is a curated destination for mothers, parents and gift-givers in India. Its catalog covers maternity and postpartum wear, baby care and hygiene, newborn and infant apparel, feeding and nursing, nursery and bedding, diaper bags, travel gear and developmental toys.

The brand sells its own lines alongside a wide range of partner brands. It also offers curated gift hampers and a baby registry, which makes it a go-to for baby showers and first birthdays as much as for everyday essentials.

The Mom Store sells online across India and runs two retail stores in Bengaluru. As the business grew, the team set a clear goal for mobile: make the app a bigger, more loyal part of the business.

The challenge: an app that couldn't keep up with the website

The Mom Store's website had evolved well beyond what its previous app platform could support. The gap showed up across checkout, product pages and retention.

Key website features were missing on mobile

The web store relied on color swatches, combo bundles and a baby registry to help parents shop. The previous app could not replicate these features, so app shoppers got a thinner version of the brand than web shoppers did.

A double login created drop-offs

Customers had to log in once for their account and loyalty profile, then again at checkout. The team saw this broken journey as a direct cause of lower completion rates and weaker engagement.

Product pages weren't built for quick decisions

Parents shopping for baby essentials often buy on impulse. The Mom Store wanted swatches, size selection, delivery estimates and offers above the fold. The previous app's rigid templates made that layout impossible.

The app was underperforming as a channel

Without native checkout integration, automated push and a smooth login, the app's share of sales was lower than the team wanted. The brand wanted a mobile channel that could drive retention, not just mirror the website.

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The solution: a native app designed around how parents shop

Appbrew partnered with The Mom Store to rebuild the app from the ground up. Both the iOS and Android apps went live on July 8, 2026.

Product pages built for impulse buying

Appbrew redesigned the product page so every key decision sits above the fold. Color swatches and twinning combo sets now run on native Shopify metafields rather than third-party apps. Shoppers can check delivery dates by pincode, open the size chart, see reviews, and view pay-later options without scrolling.

One-tap login and checkout

Appbrew integrated GoKwik checkout with KwikPass and phone OTP login. Customers now sign in once and move straight to checkout, removing the double login that caused drop-offs.

Loyalty built into the app

Nector loyalty lives natively inside the app. Customers can see points, VIP tiers, referrals and rewards they earn on each product. When the brand switched loyalty providers days before launch, Appbrew rebuilt the full loyalty hub in four days so the app still launched on time.

Gifting and life-stage discovery

A dedicated Gifts tab sits in the bottom navigation, with curated edits for every age from newborn to five years. The app also includes Pregnancy and Postpartum edits, along with a Hospital Bag Checklist, a first-party interactive utility for expecting mothers. It also has themed stores for Mom, Toddler, Kids and Nursery.

A homepage made for browsing

The homepage brings together promotional banners, shop-by-category tiles, a scrolling brand ticker, wardrobe carousels, trending and new arrivals, customer testimonials and parenting articles in one feed.

A cart that grows the basket

The cart shows active offers, pulls in wishlisted items for one-tap adding, and recommends bestsellers. Shoppers can add gift wrap and personal notes, which suits a brand where many orders are gifts.

Baby registry and automated re-engagement

The Mom Store's baby registry is available inside the app. Automated push notifications for welcome, abandoned cart and order tracking bring shoppers back at the right moments.

The results: bigger baskets and a stronger app channel

The results below cover the first 78 days after launch, from July 8 to September 23, 2026.

34% higher average order value

App orders average ₹3,083, compared with ₹2,301 on the website.

35% higher revenue per customer

Each app customer has spent an average of ₹3,515, compared with ₹2,596 for web customers over the same period.

App revenue share nearly doubled

Before the migration, the previous app drove 5.3% of total brand revenue. Since launch, the Appbrew app has driven 9.8% of total revenue and 11.4% of online revenue.

Parents use pay-later more in the app

App shoppers choose SnapMint pay-later at more than four times the rate of web shoppers. These app orders average ₹5,914, close to double the typical app basket. With the installment breakdown shown right on the product page, parents feel confident buying bigger-ticket items like nursery and travel gear.

Strong engagement from day one

The app has recorded 17,563 sessions from 13,564 active users, with an average session of more than three and a half minutes. Sessions convert to orders at 4.8%.

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Why The Mom Store chose Appbrew

The Mom Store needed more than a template. It needed a partner who could bring the full website experience to mobile and then improve on it. Appbrew rebuilt swatches and combo sets natively, so the app runs faster without relying on extra third-party apps.

The integrations mattered just as much. GoKwik checkout, Nector loyalty, SnapMint pay-later, Zippy delivery estimates, Kiwi sizing, Judge.me reviews and Swym's baby registry all work together in one app. Appbrew also moved quickly when plans changed, rebuilding the loyalty experience in days to keep launch on schedule.

For The Mom Store, the app is now a place where parents discover, gift and shop with bigger baskets than anywhere else online.