Apmex Inc. earlier this month incorporated shopping and purchasing into its app. And the retailer says initial sales results are promising.

The web-only merchant, which sells precious metals, refreshed its app and added shopping capabilities to drive more mobile sales and to build loyalty among for its current customers, CEO Ken Lewis tells Digital Commerce 360.

Ken Lewis, Apmex CEO

Ken Lewis, Apmex CEO

Apmex sells precious metals like gold, silver and platinum by weight, as well as other products like rare coins and currency. Because these are commodity goods, the value of them fluctuates frequently.

Apmex has offered an information app since 2012 that tracks and displays spot prices—or current market price—and the value of the commodities it sells. That app had limited functionality, Lewis says. “I’m being generous to call it an app,” he says.

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