Entenda as razões para apostar no mercado de varejo mobile em 2025

Mobile retail has consolidated as one of the most promising segments of digital commerce.With consumers increasingly connected, the use of shopping applications has grown exponentially in recent years, becoming an essential channel for retailers who want 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, the advancement of artificial intelligence (AI) and globalization of e-commerce. Considering the scenario, investing in this type of business is not only an option, but a necessity for companies seeking to innovate and grow.

Continuous growth of mobile commerce

In 2024, consumers spent about US$ 150 billion on apps, up 12.5% from the previous year.In addition, the average daily time per user rose to 3.5 hours, and the total hours spent on apps exceeded 4.2 trillion, up 5.8%. Data indicates that people not only spent more time on mobile devices, but increased spending on digital platforms.

Another relevant factor is the global expansion of mobile-focused marketplaces.Companies such as Temu and Shein demonstrate how it is possible to scale a business globally from the well-structured digital strategy.However, the success of these models requires an improved 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 applications have reached US$ 1.3 billion in global revenue, significant growth compared to US$ 455 million in 2023. The total number of downloads of AI apps has skyrocketed, reaching 1.5 billion in 2024. In retail, AI enables advanced customization, more assertive product recommendations and interactive experiences that increase consumer engagement. The technology also improves operational efficiency by optimizing logistics and inventory management based on predictive data.

Brazil: promising market

Brazil is a highlight among the most promising emerging markets, attracting the interest of major international brands. Despite the strong competition, there are still many opportunities for companies that understand the particularities of the Brazilian consumer and can adapt their strategies to meet both online shopping and physical retail. The integration between physical channels, web and mobile devices is no longer a differential, but a strategic need. Companies that can unite these experiences and offer additional services with apps, such as personalized service, loyalty programs and exclusive content, come out ahead.

Digital retail focused on mobile devices represents a great opportunity for companies that want to innovate and expand in 2025. The growth in application usage time, the advancement of AI and the expansion of global marketplaces are determining factors for the evolution of the sector. In Brazil, the growing demand and digital transformation of commerce make the scenario even more conducive to investments. For retailers that have not yet consolidated their presence in this environment, the time to act is now. Adapting to this reality is not only a trend, but an essential requirement to maintain competitiveness.