The store app platform lets you publish a single app simultaneously across 4 channels: Web, iOS, Android, and LINE mini app. All content updates can be made from a shared admin screen, and they're automatically reflected across all 4 channels. This article covers the characteristics of each channel, the benefits for customers, and criteria for deciding which channel to start with.

To state the conclusion up front, we recommend a flow where you start with the Web channel and progressively add the LINE mini app and native apps as customer usage grows.

Build once in the shared admin screen, reflected across all 4 channels

There's no separate admin screen for each of the 4 channels. Once you register business hours, membership cards, announcements, campaigns, and product information in the shared CMS, the same content is displayed across Web, iOS, Android, and the LINE mini app. The screen your store manages is always just one.

That said, the range of features each channel can express differs slightly. For example, "push notifications can be delivered to the native app and the LINE mini app, but not to Web" or "Wallet membership cards are easier to add from the iOS / Android native app." Here's a breakdown of each difference.

Web app

A channel that customers can use just by opening a URL in their browser — no app install required. Since it can reach customers directly from Google search or social media links, it's an easy entry point to reach first-time visitors and people who aren't yet regulars.

• Strengths: no install required; opens instantly from a QR code or social link; can be assigned your store's own custom domain (e.g. app.your-store.com)
• Weaknesses: can't deliver push notifications (email notifications serve as a substitute); harder to keep users staying on the home screen
• Recommended use: publish this first as the entry point you guide customers to from flyers, business cards, and storefront posters. Once a customer takes interest, guide them onward to your native app or LINE mini app

iOS / Android native apps

Store-exclusive branded apps published on the App Store / Google Play. Since customers place an icon on their home screen, this is the channel with the strongest touchpoint for repeat customers.

• Strengths: push notifications are delivered; makes full use of smartphone features such as staying on the home screen and Apple Wallet / Google Wallet membership card additions, camera, and location notifications
• Weaknesses: requires the customer to download it; subject to App Store / Google Play review (our self-service submission wizard minimizes the store's burden here)
• Recommended use: publish once the Web channel is up and running, as an entry point for membership cards and push notifications aimed at your regular customers

Publishing on both iOS and Android requires separate submissions to each store, but it's treated as the same single app in your store admin screen. There's no need to edit content or membership card designs separately for each.

LINE mini app

A channel that provides an in-app experience completed entirely within LINE, added to your LINE official account's friends list. LINE has an extremely large user base in Japan, making it ideal when you want to lower the barrier of asking new customers to "install an app".

• Strengths: opens the app directly from LINE's rich menu, chat, or notifications; friend-adding your LINE official account and issuing a membership card can be done in one continuous flow; no separate install needed
• Weaknesses: some smartphone features (fine-grained camera control, etc.) are limited due to LINE mini app constraints; requires setting up and running a LINE official account
• Recommended use: a good first channel to add if you already run a LINE official account, or if you communicate with customers via LINE Talk

Comparison table

Which channel should you start with

Depending on your store's situation, we recommend progressing in the following order.

1. Publish the Web channel first: this is the common starting point for every store. Since no install is required, it reaches customers quickly via QR codes or social links
2. If you run a LINE official account, add the LINE mini app: you can guide your existing LINE friends to your membership card or reservations right within LINE
3. Once you've built up regular customers, publish the native app: publish once you're aiming to drive repeat visits using push notifications, or roll out Wallet membership cards in earnest

You don't need to publish all 4 channels from the start. Add them progressively to match your store's resources and how your customers use your services.

Related help

• What Is the Store App Platform
• Choosing an Industry Template (Restaurant / Retail)
• Self-Service Submission Wizard (App Store / Google Play)
• Issuing Per-Store LINE Mini App Entry Points
• Mapping a Custom Domain and Verifying DNS
• Overview of Apple Wallet / Google Wallet Membership Cards
• Unified Delivery Across App, LINE, and Email
• Back to Store Help Index