Dive Brief:

• Everlane has launched a native mobile app for iOS devices with one-click buying capabilities to bring mobile purchases in line with mobile browsing. 
• The app emphasizes professional product photography and fast checkout using stored information in an Everlane account or Apple Pay.
• The retailer will incentivize downloads of the app by offering exclusive deals and early product releases to mobile users.

Dive Insight:

With the ongoing goal of making online shopping better than offline, San Francisco-based Everlane has debuted a mobile app that promises to get customers through checkout twice as fast as desktop. The online-only apparel retailer began development of the mobile app after noticing that its customers were doing more than twice as much browsing as buying on the mobile web.

While Everlane broadcasts brand content on social networks such as Snapchat, its app will help the company sidestep the “Buy” buttons now being tested by Facebook, Pinterest and Instagram to better control the user experience. Social commerce is projected to account for 5% percent of online retail revenue this year, according to Invesp, but time spent in shopping apps jumped 174% last year, according to Yahoo's Flurry Analytics.