The market ofe-commerceIn Brazil, it is in rapid expansion, driven by increasingly connected consumers and enthusiasts of mobile shopping. According to data from the Brazilian Association of Electronic Commerce (ABComm), the segment's revenue reached R$ 185.7 billion in 2023; the forecast for 2025 is R$ 224.7 billion. In such a competitive scenario, investing in applicationmobileIt is the strategy that can differentiate companies by offering convenience and personalized experiences to customers. However, creating, launching, and managing an effective app requires planning and important decisions.
Desenvolvimento: opções disponíveis
- In-house (internal team):It is the model that requires hiring or maintaining a dedicated team within the company, with experienced developers and qualified technical leadership, such as a CTO. The advantage is complete control over the project, as well as integration with the company's culture. On the other hand, costs are high and the complexity of managing people and technology is significant.
- Outsourcing:Companies can choose to hire specialized agencies orfreelancersto create the app. The approach is ideal for one-time projects, and also brings agility and external expertise. However, it is very important to choose reliable partners and ensure a contract that provides ongoing support, as maintenance and updates can become costly if the original provider no longer meets expectations.
- Closed SaaS solutions:For businesses with a limited budget, ready-to-use platforms offer a quick and affordable alternative. These solutions allow for customization of colors, banners, and products, but limit functionality flexibility, resulting in standardized apps that may not fully meet all of the company's needs.
- Customizable SaaS solutions:It is the option that combines agility with customization. Some platforms offer customizable apps that allow technical adjustments and involvement of different suppliers, increasing competition and reducing costs. It is a viable alternative for those seeking a balance between flexibility and practicality.
Launch: planning for market success
Before releasing the app to the public, it is essential to conduct rigorous testing to identify flaws and ensure it functions correctly across various devices and operating systems. Validation of aspects such as intuitive navigation and clarity of offers is also essential to provide a satisfying experience. Furthermore, the launch should be accompanied by effective digital marketing campaigns, including ads on Google Ads, social media, and promotional materials to encourage thedownload from the app. Create alanding pageThe company's website can be a great strategy to highlight the app, its features, and the benefits it offers. To increase engagement, it is also interesting to offer exclusive incentives, such as discount coupons.cashbackand special promotions. These strategies encourage the continuous use of the platform, helping to keep users active.
Transactional communications such as emails, notificationspush and messages within the app also play an important role in this process. They should be clear and objective, reinforcing customer confidence when tracking orders, monitoring deliveries, or accessing promotions, ensuring a more personalized and efficient experience.
Acompanhamento: monitoramento e evolução contínua
Continuous monitoring is essential to ensure long-term success. Monitoring of metrics, such as the number ofdownloadsactive users (daily, weekly, and monthly), conversion and retention rates, and the average order value (AOV) are essential to understanding the app's performance. This data helps identify improvement opportunities and align the app with customer expectations and needs. To analyze the metrics, platforms like Google Analytics with Firebase are essential tools, as they provide detailed information about user behavior. With the data, companies implement updates and new features. User retention can be promoted through personalized notifications and exclusive features, such as creating customized schedules.
Develop, launch, and manage a e-commerce application It is a strategic process that combines technical planning, marketing actions, and continuous monitoring. Companies that invest in well-structured apps can offer a differentiated experience tousersand increase customer loyalty, thereby standing out in the competitive market. With the right resources and practices, mobile commerce becomes a powerful tool to boost businesses.
