E-commerce has evolved significantly in Brazil, driven by the growth of mobile apps as the primary means of consumption. According to Appdome’s 2024 Consumer Expectations Report, 84.5% of Brazilians make purchases through apps, surpassing the global average by 53%. This adoption reflects the convenience and efficiency of these platforms. The increased use of apps is not just a behavioral shift in consumption but also an opportunity for companies to stand out in an increasingly competitive market. In this scenario, Artificial Intelligence (AI) and data analysis emerge as indispensable tools for creating personalized experiences, improving operational efficiency, and strengthening customer relationships.
Evolution of e-commerce through apps
In recent years, apps have established themselves as one of the main channels for online sales. Beyond simplifying the purchasing journey, they enable more direct and personalized interaction between brands and buyers. However, not all companies can leverage the potential of these tools. Many retailers still launch versions that function merely as digital catalogs, lacking features that encourage continuous access. To stand out, an app must offer more than the basics. Major retailers have invested in integrations that enhance perceived value for consumers, such as embedded financial services. These features include bill inquiries, bill payments, loyalty programs, and integrated customer service, creating multiple touchpoints with customers and encouraging recurring use.
Personalization and digital marketing
Personalizing the user experience is one of the key differentiators offered by apps. Through AI and data analysis, it’s possible to map user users behavior and create campaigns tailored to their needs and preferences. The most successful apps use records such as purchase history, location, and usage times to offer precise recommendations and relevant content. Additionally, personalized push notifications keep buyers engaged with specific offers and updates on products of interest. This strategy not only increases average usage time but also raises the average transaction value.
Contextual marketing is another trend driven by mobile apps. By using information such as the user’s current location and consumption patterns, brands can offer geotargeted and tailored promotions, increasing conversion chances. However, this approach must respect buyer privacy, adhering to Brazil’s General Data Protection Law (LGPD).
Usability is another decisive factor. Intuitive interfaces, fast loading, and streamlined checkout processes are valued by users. Moreover, features like syncing information across devices and secure payment storage make the experience smoother and more convenient. Apps that facilitate product returns and offer integrated support also stand out in the market.
Omnichannel omnichannel
Apps play a central role in consolidating omnichannel strategies. They allow buyers to start a purchase on one device and finish it on another, while also integrating loyalty programs that connect physical and digital experiences. This integration ensures a seamless transition between different touchpoints, strengthening the consumer’s relationship with the brand. They also provide valuable records about user behavior, such as browsing patterns, peak engagement times, and friction points in the purchasing journey. Such information is indispensable for continuously optimizing the customer experience and adjusting marketing strategies.
Future trends: AI and social engagement
Chatbots and virtual assistants are becoming increasingly sophisticated, offering natural and contextualized responses, along with continuous learning based on interactions. Social engagement, through reviews, forums, and user-generated content, creates communities around brands, strengthening consumer loyalty. Mobile apps have the potential to transform how companies connect with their customers, but success depends on strategic and clear execution. It’s essential to prioritize usability, security, and simplicity while offering personalization and efficient integration with other communication and sales channels.
Apps can represent a significant evolution in how companies relate to consumers, but only when well-executed and with a clear purpose. Investing in an app must be strategic and consider the entire user journey. As more consumers adopt smartphones as their primary means of internet access, apps will continue to be a relevant channel for sales and marketing. Companies that develop applications that genuinely simplify their users’ lives—without excessive features or invasive communications—tend to build longer-lasting relationships with their customers.
