For an e-commerce business, a mobile app is a short-cut to both customers’ wish list and heart. Today, most of the millennials are familiar with mobile apps for making online purchases. But mobile app purchases are inherently different from web purchases. For this, let’s understand by considering the case of a typical millennial e-commerce customer. For now, we’ll name him Jerod. He’s cozy with making his online purchases through his mobile app. Jerod has ordered…