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 Report 2024, from Appdome, 84,5% of Brazilians make purchases through apps, surpassing the global average by 53%. The adoption reflects the practicality and efficiency of these platforms.The increase in the use of apps 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 for creating personalized experiences, improve the efficiency of operations and strengthen the relationship with customers
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 purchasing journey,they provide the most direct and personalized interaction between brands and buyers. However, not all companies are able to take 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 gain prominence, an app needs to offer more than the basics. Large retailers have been investing in integrations that enhance the value perceived by consumers, as embedded financial services.These features include invoice inquiry, bill payment, points programs and integrated service, creating multiple touchpoints with customers and encouraging recurring use
Personalization and digital marketing
The 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 theusers 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. Moreover, notificationspushpersonalized offers keep buyers engaged with specific offers and updates on products of interest.This strategy not only increases the average usage time, as it 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 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 Data Protection Law (LGPD) in Brazil
Usability is another decisive factor. Intuitive interfaces, fast charging and simplified processes ofcheckoutare considered by users. Furthermore, features such as synchronization of information 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
Strategyomnichannel
Apps play a central role in consolidating strategiesomnichannel.They allow buyers to start the purchase on one device and complete it on another, in addition to integrating loyalty programs that connect physical and digital experiences.This integration ensures a smooth transition between different touchpoints, strengthening the relationship between the consumer and the brand. They also provide valuable records about user behavior, as navigation patterns, moments of greater engagement and friction points in the buying journey. Such information is essential to continuously optimize the customer experience and adjust marketing strategies
Future Trends: AI and Social Engagement
Chatbots and virtual assistants are becoming increasingly sophisticated,offering natural and contextualized responses, in addition to continuous learning based on interactions. Social engagement, through assessments, forums and user-generated 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 essential to prioritize usability, security and simplicity, at the same time as offering customization and efficient integration with other communication and sales channels
Applications can represent an important evolution in the way companies relate to consumers, but only when well executed and with a clear purpose.Investment in an app needs to be strategic and consider the entire user journey. As more consumers adopt thesmartphonesas the main means of access to the Internet,apps will continue to be a relevant channel for sales and marketing. The companies that manage to develop applications that truly make their users' lives easier, without excessive features or invasive communications, tend to build more lasting relationships with their customers
