I like how "official account" are lightweight apps. They are like the web with push notifications, online identity, and payment integrated into the web browser. The usual web can fulfil the features of official accounts in theory, but it's awkward. 1. push notification -> email 2. online identity -> login to fb, twitter, github, or website specific login 3. payment -> authorize paypal, bitcoin, amazon, bank

Whenever u want to do something on the web (e.g. buy a ticket), u have to figure out how to login (worse if you have to create a new account), how to make payment, and check your emails for confirmations and updates. That's enough friction to make a user hunt for alternatives. On top of that, the website make not work well on your mobile phone.