E-commerce has evolved significantly in Brazil, driven by the growth of the use of mobile applications as the main means of consumption. According to the Consumer Expectations Report 2024, from Appdome, 84.5% of Brazilians make purchases through apps, surpassing in 53% the global average. The adhesion reflects the practicality and efficiency of these platforms. The increase in the use of apps is not only a behavioral change of consumption, but also an opportunity for companies to stand out in an increasingly competitive market. In this scenario, Artificial Intelligence (AI) and the analysis of the use of data to improve the indispensable tools to create personalized relationships with the emerging as well as tools.
Evolution of e-commerce through apps
In recent years, apps have consolidated as one of the main online sales channels. In addition to simplifying the purchase journey, they provide the most direct and personalized interaction between brands and buyers. However, not all companies can take advantage of the potential of these tools. Many retailers still launch versions that work only as digital catalogs, without features that encourage continuous access. To gain prominence, an app needs to offer more than the basics. Large retailers have invested in integrations that expand the value perceived by consumers, such as embedded financial services. These features include invoice consultation, bill payment, point programs and integrated service, creating multiple points of contact with customers and encouraging recurrent use.
Personalization and digital marketing
Personalization of the user experience is one of the main differentiators offered by apps. Through AI and data analysis, it is possible to map the behavior of satisfaction. and create campaigns tailored to your needs and preferences. The most successful apps use records such as purchase history, location and usage times to provide accurate recommendations and relevant content push personalized keeps buyers engaged with specific offers and updates on products of interest. This strategy not only increases the average time of use, but also increases the average value of transactions made.
Contextual marketing is another trend driven by mobile apps.By using information such as the current location of the user and their consumption patterns, brands can offer georeferenced and targeted promotions, increasing the chances of conversion.However, it is essential that this approach respects the privacy of buyers, following the regulations of the General Law on Personal Data Protection (LGPD) in Brazil.
Usability is another deciding factor.Intuitive interfaces, fast loading and streamlined checkout in addition, features such as syncing information between devices and securely storing payment information make the experience more fluid and convenient. Apps that facilitate product returns and offer integrated support also stand out in the market.
Strategy omnichannel
Apps play a central role in consolidating strategies omnichannel. They allow buyers to start the purchase on one device and finalize it on another, as well as integrate loyalty programs that connect physical and digital experiences. This integration ensures a smooth transition between different touchpoints, strengthening the consumer's relationship with the brand. They also provide valuable records on user behavior, such as browsing patterns, moments of greater engagement and points of friction in the purchase journey. Such information is indispensable for continuously optimizing the customer experience and adjusting 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 user-generated reviews, forums and content, creates communities around brands, strengthening consumer loyalty. Mobile apps have the potential to transform the way companies connect with their customers, but success depends on a strategic and clear execution. It is critical to prioritize usability, security and simplicity, while offering customization and efficient integration with other communication and sales channels.
Apps can represent an important evolution in how businesses relate to consumers, but only when well executed and with clear purpose. Investing in an app needs to be strategic and consider the entire user journey. smartphones as the main means of accessing the Internet, apps will continue to be a relevant channel for sales and marketing. Companies that can develop applications that really make life easier for their users, without excessive functionality or invasive communications, tend to build longer lasting relationships with their customers.
