E-commerce has evolved significantly in Brazil, driven by the growth in the use of mobile apps as the main means of consumption.According to the 2024 Consumer Expectations Report by Appdome, 84.5% of Brazilians make purchases through apps, surpassing the global average by 53%. The adhesion reflects the practicality 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 essential tools to create personalized experiences, improve operational efficiency, and strengthen customer relationships.
Evolution of e-commerce through apps
In recent years, apps have established themselves as one of the main online sales channels. In addition to simplifying the purchase journey, they provide a more direct and personalized interaction between brands and buyers. However, not all companies are able to harness the potential of these tools. Many retailers still release versions that function only as digital catalogs, without features that encourage continuous access.To stand out, an app needs to offer more than the basics. Large retailers have been investing in integrations that enhance the perceived value for consumers, such as embedded financial services.These features include invoice inquiry, bill payment, point programs, and integrated support, creating multiple touchpoints with customers and encouraging recurring use.
Personalization and digital marketing
Personalizing 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 offer accurate recommendations and relevant content. Furthermore, notificationspushPersonalized ones keep buyers engaged with specific offers and updates on products of interest.This strategy not only increases the average usage time but also raises the average value of the 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 loading, and simplified processescheckoutare considered by users. Additionally, features such as information synchronization 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 strategiesomnichannelThey allow buyers to start a purchase on one device and complete 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 about user behavior, such as browsing patterns, moments of higher engagement, and pain points in the purchase journey. This 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, as well as continuous learning based on interactions. Social engagement, through evaluations, 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 strategic and clear execution. It is essential to prioritize usability, security, and simplicity, while also offering customization and efficient integration with other communication and sales channels.
Apps can represent a significant 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 thesmartphonesAs the main means of access to the Internet, apps will continue to be a relevant channel for sales and marketing. Companies that manage to develop applications that truly make users' lives easier, without excessive features or invasive communications, tend to build longer-lasting relationships with their customers.
