(Numbers and some strings were changed but the gist and 604-character length remains.)
The main function of such a long URL is to redirect desktop users to https://order.fart.cum/cz/cs/purchases/4206913372/ to see the tracking info while mobile users get directed to the app store to get an app (or view the link in the app if they have it). These are (probably) Google Firebase links and they’re absolutely terrible. While they make life slightly easier for existing app users (saves one click but only if they go through the email), this implementation makes it way harder for others to reach the content. Either you get the app, log in there and part with fucking 300 MB of storage, or if you have no mainstream App Store, storage or time, you are forced to do a workaround: Desktop Mode (that may or may not work), rewriting the URL (difficult because it’s so long and includes https: several times, may require hex-decoding), or finding a computer. All this just to check one order from a store you’ll forget about next week.
I have demonstrated that instead of just getting sent the desktop-friendly URL (and perhaps seeing a floating “Open in app” button at the destination), most users are put through extra nuisance that took effort to implement. Sure, some customers are frequent enough to use the app while most are happy with a website but once the business invests in the app, they will absolutely make sure everyone is pushed there despite it being less convenient for both parties.