Mobile retail has established itself as one of the most promising segments of digital commerce. With increasingly connected consumers, the use of shopping apps has grown exponentially in recent years, becoming an essential channel for retailers looking to expand their presence and competitiveness.
According to Sensor Tower's State of Mobile 2025 report, the segment continues to evolve, driven by changes in consumer behavior, advances in artificial intelligence (AI), and the globalization of e-commerce. Considering this scenario, investing in this type of business is not just an option, but a necessity for companies seeking to innovate and grow.
Continuous growth of mobile commerce.
In 2024, consumers spent approximately US$150 billion on apps, a 12.5% increase compared to the previous year. Furthermore, the average daily time per user rose to 3.5 hours, and the total hours spent on apps exceeded 4.2 trillion, a 5.8% increase. The data indicates that people not only spent more time on mobile devices, but also increased their spending on digital platforms.
Another relevant factor is the global expansion of marketplaces focused on mobile devices. Companies like Temu and Shein demonstrate how it's possible to scale a business globally through a well-structured digital strategy. However, the success of these models requires an enhanced user experience and efficient integration between physical and digital channels.
Artificial intelligence as a competitive advantage
The Sensor Tower report also points out that generative AI applications reached US$1.3 billion in global revenue, a significant increase compared to US$455 million in 2023. The total number of AI app downloads skyrocketed, reaching 1.5 billion in 2024. In retail, AI enables advanced personalization, more accurate product recommendations, and interactive experiences that increase consumer engagement. The technology also improves operational efficiency, optimizing logistics and inventory management based on predictive data.
Brazil: a promising market
Brazil stands out among the most promising emerging markets, attracting the interest of major international brands. Despite strong competition, there are still many opportunities for companies that understand the particularities of the Brazilian consumer and can adapt their strategies to cater to both online and physical retail purchases. The integration between channels – physical, web, and mobile devices – is no longer a differentiator, but a strategic necessity. Companies that manage to combine these experiences and offer additional services with apps, such as personalized customer service, loyalty programs, and exclusive content, gain a competitive edge.
Mobile-focused digital retail represents a great opportunity for companies looking to innovate and expand by 2025. The growth in app usage time, advancements in AI, and the expansion of global marketplaces are key factors driving the sector's evolution. In Brazil, increasing demand and the digital transformation of commerce make the scenario even more favorable for investment. For retailers who have not yet consolidated their presence in this environment, the time to act is now. Adapting to this reality is not just a trend, but an essential requirement for maintaining competitiveness.
