There are more and more solutions for SMBs that can not afford a custom made app. Indeed for SMBs complexity should be removed. But without losing quality of the user experience. We see with the cases of Highstreet app platform that already from 1-2 million in revenue having a commerce app can add significant value. Lower it probably will not make sense. Also the type of products is important: you need to be a brand with products people like to buy more often. In those cases a great shopping app can easily double conversion rates and add 10-20% to the business (probably more as mobile keeps growing).