Pros and Cons of Web-to-App Platforms vs Custom Development

Launching a mobile app for your website is a great way to extend your online presence from web browsers only, to app stores and your users’ mobile devices.

There are two common paths to get there: using a website to app platform, or building a custom mobile app from scratch.

Both options offer different advantages and tradeoffs that impact cost, time-to-market, and the final user experience.

This article will help you understand which option best suits different website types (ecommerce stores, digital publishers, SaaS products, and more) by comparing factors like cost, flexibility, maintenance requirements, and performance.

Understanding Your Options (Web-to-App Platforms vs Custom Development)

Let’s start with a detailed look at each of the options in front of you.

What are Website-to-App Platforms?

Website-to-app platforms are services that convert existing websites into mobile apps with minimal coding. 

Popular examples include MobiLoud, AppMySite and GoodBarber.

These "no-code" or "low-code" solutions generally work in one of two ways:

1. WebView wrappers: These platforms embed your website inside a native app shell, essentially displaying your mobile website within an app frame, enhanced with native features like push notifications and offline capabilities.
2. Content synchronization: Some platforms pull content from your website (via APIs, RSS feeds, or plugins) and display it within a pre-built native app template.

What is Custom Development?

Custom app development means building a mobile application from the ground up, tailored precisely to your requirements.

While the process might be a little faster than building an app completely from scratch (since you already have a website to work with), the bulk of your mobile app will need to be rebuilt with code for iOS/Android operating systems.

Assuming you want to sync data and content between your website and mobile apps, you’ll need to build an API (application programming interface) to connect the different platforms and allow them to communicate with each other).

Custom development can be handled by in-house teams, freelance developers, or specialized agencies who build exactly what you envision, with no pre-defined limitations.

Pros and Cons of Each Approach

There are advantages and disadvantages of using a website to app platform, vs building the app yourself.

Let’s dive deeper into the pros and cons now.

Website-to-App Platforms

Pros

Low upfront cost: Platforms operate on subscription models typically ranging from $20-$200 per month for basic plans, with premium services like MobiLoud reaching $299-$949 monthly. This is dramatically lower than the $20,000-$300,000 cost of custom development.

Fast time-to-market: Launch your app in days or weeks rather than months. Some platforms can even launch apps in as little as a few days (though only for very simple apps).

No technical skills required: Most platforms offer visual interfaces for app configuration, handling the coding complexities for you. You don't need any iOS or Android development experience.

Simplified maintenance: Website updates automatically reflect in the app, eliminating duplicate content management. The platform handles OS compatibility updates and technical maintenance.

Built-in features: Many platforms include push notifications, analytics, social sharing, and other native features out-of-the-box, saving development time and complexity, and allowing you to provide an experience that’s often no different from a fully custom native app.

Cons

Limited customization: Each platform is different, but in general there’s less customization potential compared to custom development. Some platforms lock you into strict templates; others deliver an app that’s a direct reflection of your mobile website, with limited ability to create unique app experiences (though this is possible with some website to app platforms, like MobiLoud).

Performance limitations: WebView-based apps generally don't perform as smoothly as fully native apps, especially for complex features or animations (though performance has caught up now so that it’s difficult to notice the difference with less resource-intensive apps).

Recurring subscription costs: These platforms typically require an ongoing subscription cost to keep your app running.

Vendor lock-in: You depend on the platform for updates and maintenance. If the company discontinues service or changes pricing dramatically, you may have limited recourse.

App store approval challenges: Simple website wrappers may face rejection from Apple's App Store, which has stricter guidelines about apps that primarily display web content.

Custom-Developed Apps

Pros

Maximum customization and flexibility: Build exactly what you want without compromises. You can create unique features, interfaces, and workflows tailored to your specific users.

High-performance native experience: Native apps provide smoother animations, better responsiveness, and optimized performance for a superior user experience.

Full ownership and control: You own the source code and can modify it whenever needed, without dependency on a third-party platform's roadmap or limitations.

Better integration with device features: Custom apps can fully utilize device capabilities like camera, GPS, accelerometer, and other hardware in more sophisticated ways.

Cons

High upfront cost: Development typically costs $20,000-$100,000 for basic apps, with complex applications reaching $300,000 or more.

Longer time-to-market: Custom development usually takes 3-9 months from concept to launch, compared to days or weeks with website to app platforms.

Ongoing maintenance responsibility: You must maintain the app, update it for new OS versions, fix bugs, and add features—requiring continued investment (usually around 15-20% of the initial cost).

Technical expertise required: You'll need to hire developers or an agency with mobile expertise, plus manage the development process effectively.

Dual development for iOS and Android: If targeting both platforms natively, you will need separate development teams, increasing complexity and cost.

Choosing the Right Approach Based on Your Business

So, what’s the best way to convert a website into an app?

The answer is: it depends. Each business is different, and different industries or use cases may require a different approach.

Yet, in most cases, if you already have a business that runs through a mobile-optimized website, a website to app platform will be ideal.

Modern technology means you can build fast, full-featured mobile apps with web to app converters, saving the huge cost and complexity of custom development.

With that in mind, let’s look closer at how to come to the right decision based on what kind of business you’re in.

Ecommerce Sites

Ecommerce businesses are well suited for website to app converters.

Today’s online stores already provide an app-like experience for the web. With more ecommerce traffic coming on mobile than desktop, every ecommerce brand knows the importance of building for mobile.

In addition, many ecommerce brands operate on thin margins, with very small technical teams, so they are unlikely to have the resources to spend hundreds of thousands on a custom app (not to mention dealing with the overhead of maintenance and recurring updates).

The only time to consider custom development is for enterprise-level brands with high-level feature requirements, such as powerful AR/VR features that can only be done with native code.

Learn more: The Best Ecommerce Mobile App Builders

Blogs & News Sites

Digital publishers (e.g. content sites, news sites) are a perfect fit for website to app platforms. 

There’s very little to gain from the incremental improvements of custom development, and like ecommerce, these businesses usually don’t have the money or in-house technical infrastructure to throw at complex app development.

Even many large news organizations use hybrid approaches rather than fully custom solutions, simply because they’re easier to manage and allow a similar end product at a much lower cost.

SaaS & Web Applications

SaaS apps and other web applications can vary greatly in scope.

Some, particularly enterprise-level SaaS, have complex requirements that only custom development can serve.

If your app is designed to be mobile-first, with deep device integration (e.g. ride sharing apps, AR/VR apps), then native mobile development may be the best way to go.

But for a lot of SaaS apps, a website to app converter can be just as good as native development, with less cost, lower time to market, and less overhead.

A high-quality web application, built with frameworks like Vue, Laravel, React, can provide a great mobile experience—and there’s no need to rebuild this from scratch for your mobile app, when a website to app converter can simply take this and turn it into a mobile app.

Community & Membership Sites

Membership sites and online communities are a great fit for mobile apps—you want to incentivize more engagement from members, and having a mobile app makes it easy for them to engage on the go.

Yet these businesses are unlikely to have the huge budgets required to build custom native apps. It’s largely unnecessary as well, since you don’t have complex feature or performance requirements.

Web to app platforms thus make perfect sense for these businesses.

Want to discuss if your business is a good fit for a mobile app? Book a free consultation now!

How to Convert Your Website into an App with MobiLoud

MobiLoud is the best way for most businesses to turn their website into a mobile app.

It’s both easy and powerful. There’s no coding required, no lift, yet you get full-featured mobile apps that look and feel like custom builds.

It’s a full-service platform, unlike other web to app builders, which are DIY, template-based solutions that require more work than they let on.

Here’s the simple 5-step process to turn your website into amazing mobile apps, in just a matter of weeks.

1. Kickoff & Setup

Start by getting a free preview of your mobile app.

With just a few details about your business, we’ll generate an interactive preview for you to check out.

You’ll also have the chance to get a free consultation, where we’ll discuss your specific needs, goals, and features required in your mobile app, before kicking into action.

2. App Configuration

Our team develops your app, carefully testing it across multiple devices and platforms to ensure flawless performance and functionality. 

Your website’s existing features and integrations will all carry over into the mobile app, with no extra development required.

We also add native mobile features like push notifications, enhanced navigation, and native touches like splash screens and loading indicators.

3. Testing & QA

In a couple of weeks, a version of your app will be ready for testing.

Test it out on your own devices and send us any feedback or issues you come across.

We do our own quality assurance testing, ensuring all tricky edge cases are tested, and that your app will be free from bugs and hiccups by the time you launch.

4. App Store Submission

When any issues found in testing have been fixed, it’s time to submit your app to the App Stores.

MobiLoud handles the complexities of submitting your app to both Apple’s App Store and Google Play. We ensure your app complies with all necessary guidelines, and manage the entire approval process, simplifying a traditionally challenging step.

5. Ongoing Support and Updates

Once your app is live, you can start promoting the app to your audience.

We’ll support you in this process, with a launch strategy and specific ideas on how to spread the word about your new app. 

We also provide continuous maintenance, updates, and support, ensuring your app remains current with your website’s latest features, changes, and content.

Ready to kick-start the process of launching your own mobile app? Get a free preview of your mobile app now.

Final Thoughts: Web to App or Custom App?

The choice between website-to-app platforms and custom development ultimately depends on your specific needs, budget, and long-term goals:

Choose a website-to-app platform if:

• You want to keep the budget low
• You need to launch quickly
• Your website already has a good mobile experience
• Your needs align with standard features these platforms offer
• You lack technical resources for extensive development

Choose custom development if:

• You need a highly unique user experience in the mobile app
• Performance and advanced features are critical
• You have complex functionality beyond what platforms support
• You have the budget for significant upfront investment
• Long-term ownership and flexibility are priorities

For the large majority of online businesses, there’s no need to mess around with complicated, expensive native development.

If your website already works great on mobile browsers, it’ll work just as good (or better) as a mobile app.

At MobiLoud, we’ve helped over 2,000 businesses turn their websites into apps, so we know just how good these website to app conversions can be.

It’s the most affordable, fastest, most sustainable way to elevate your brand with your own mobile app.

Want to learn more? Get a free preview of your app now, or book a consultation with one of our project managers to discuss how we can help you bring your mobile app to life.