The e-commerce has evolved significantly in Brazil, driven by the growth of mobile app usage as the main means of consumption. According to the Consumer Expectations 2024 Report from Appdome, 84.5% of Brazilians make purchases through apps, surpassing the global average by 53%. The adoption reflects the convenience and efficiency of these platforms. The increase in app usage is not just a behavioral change 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 to create personalized experiences, improve operation efficiency, and strengthen customer relationships.
Evolution of e-commerce through apps
In recent years, apps have become one of the main online sales channels. In addition to simplifying the buying journey, they provide a more direct and personalized interaction between brands and buyers. However, not all companies are able to take full advantage of the potential of these tools. Many retailers still release versions that only function as digital catalogs, without features that encourage continuous access. To stand out, an app needs to offer more than the basics. Major retailers have been investing in integrations that enhance the perceived value by consumers, such as embedded financial services. These features include bill inquiries, bill payments, points programs, and integrated customer service, creating multiple touchpoints with customers and encouraging recurring use.
Personalization and digital marketing
The customization of user experience is one of the key differentiators offered by apps. Through AI and data analysis, it is possible to map user behavior and create campaigns tailored to their needs and preferences. The most successful apps use records such as purchasing history, location, and usage times to provide precise recommendations and relevant content. Furthermore, personalized push notifications keep buyers engaged with specific offers and updates on products of interest. This strategy not only increases the average time of use but also raises the average value of transactions made.
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 targeted promotions, increasing conversion chances. However, it is essential that this approach respects the privacy of buyers, following the regulations of the General Data Protection Law (LGPD) in Brazil.
Usability is another decisive factor. Intuitive interfaces, fast loading, and simplified checkout processes are considered by users. Additionally, features such as information sync between devices and secure storage of payment information make the experience smoother and more convenient. Apps that facilitate product returns and offer integrated support also stand out in the market.
Omnichannel Strategy
Apps play a central role in consolidating omnichannel strategies. They allow buyers to start a purchase on one device and finish it on another, as well as integrate 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. Apps also provide valuable insights on user behavior, such as navigation patterns, moments of high engagement, and friction points in the buying journey. Such information is essential to continuously optimize the customer experience and adjust marketing strategies.
Trends for the future: AI and social engagement
Chatbots and virtual assistants are becoming increasingly sophisticated, offering natural and contextualized responses, as well as 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 clear and strategic execution. It is essential to prioritize usability, security, and simplicity, while also offering personalization and efficient integration with other communication and sales channels.
Apps can represent an important evolution in how companies interact with consumers, but only when well executed and with a clear purpose. Investing in an app needs to 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 can develop applications that truly make their users’ lives easier, without an excess of features or intrusive communications, are likely to build more lasting relationships with their customers.
