Mobile retail has established itself as one of the most promising segments in digital commerce. With increasingly connected consumers, the use of apps for shopping has grown exponentially in recent years, becoming an essential channel for retailers looking to expand their presence and competitiveness.
According to the State of Mobile 2025 report by Sensor Tower, the segment continues to evolve, driven by changes in consumer behavior, advancements in artificial intelligence (AI), and the globalization of e-commerce. Given this scenario, investing in this type of business is not just an option but a necessity for companies seeking to innovate and grow.
Continuous growth of mobile commerce
In 2024, consumers spent approximately $150 billion on apps, a 12.5% increase from the previous year. Additionally, the average daily time per user rose to 3.5 hours, and the total hours spent on apps exceeded 4.2 trillion, a 5.8% increase. The data indicates that people not only spent more time on mobile devices but also increased their spending on digital platforms.
Another relevant factor is the global expansion of mobile-focused marketplaces. Companies like Temu and Shein demonstrate how it’s possible to scale a business globally with a well-structured digital strategy. However, the success of these models requires an enhanced user experience and efficient integration between physical and digital channels.
Artificial intelligence as a competitive differentiator
The Sensor Tower report also points out that generative AI apps reached $1.3 billion in global revenue, a significant increase compared to $455 million in 2023. The total number of AI app downloads surged, reaching 1.5 billion in 2024. In retail, AI enables advanced personalization, more accurate product recommendations, and interactive experiences that boost consumer engagement. The technology also improves operational efficiency by optimizing logistics and inventory management based on predictive data.
Brazil: a promising market
Brazil stands out among the most promising emerging markets, attracting the interest of major international brands. Despite strong competition, there are still many opportunities for companies that understand the particularities of Brazilian consumers and can adapt their strategies to serve both online and physical retail. The integration between channels—physical, web, and mobile—is no longer a differentiator but a strategic necessity. Companies that can unify these experiences and offer additional services through apps, such as personalized support, loyalty programs, and exclusive content, gain a competitive edge.
Digital retail focused on mobile devices represents a significant opportunity for companies looking to innovate and expand in 2025. The growth in app usage time, advancements in AI, and the expansion of global marketplaces are key factors driving the sector’s evolution. In Brazil, increasing demand and the digital transformation of commerce make the scenario even more favorable for investments. For retailers that have not yet established a presence in this space, the time to act is now. Adapting to this reality is not just a trend but an essential requirement to maintain competitiveness.
