Maternity and child-focused retailer Mothercare has updated its app with a completely in-app checkout process.

Developed by NN4M, the new checkout process is driven though APIs, removing the need to rely on any external web channels.

This promises to deliver a faster, more streamlined and personalised checkout journey, and a mobile sales channel that is independent and resilient to any changes and issues in other channels.

Since the checkout process was updated, Mothercare reports a 25 per cent increase in orders placed through its iOS app – and a 73 per cent increase on Android. The time taken to complete purchases is also 20 per cent faster.

“The app is all about creating the best experiences for our most loyal customers and creating an easy checkout journey is a key part of this,” said Gary Kibble, global brand and marketing director at Mothercare. “It is not enough to simply mimic the mobile site, an app needs to stand alone and our new checkout combined with our app features such as Baby Tunes is a great way to become part of our customers’ lives and daily routines.”