Mobile commerce: e-commerce in the palm of your hand

The cell phone has already become the main buying channel for many people. With it, the consumer navigates, compares, receives personalized offers and ends the order in a few touches. This movement has a name: Mobile Commerce, and the expectation is that it represents more than 60% of the entire and e-commerce in the coming years. 

The channel's success comes from its practicality. Apps and mobile-optimized websites offer fast navigation, intuitive buttons, and features that make life easier, such as saving favorite products, tracking orders, accumulating cashback, and receiving exclusive promotions. It's a journey designed to be agile and pleasant, and that makes a difference in conversions. Many consumers end up buying impulsively when they receive personalized notifications or timely ads. 

In addition to increasing sales, mobile commerce helps brands better understand their customers. Every click, every search, and every purchase becomes valuable data for understanding habits and preferences. With this, it's possible to create more targeted campaigns, extend the customer relationship, and even reduce operational costs. 

Several companies show that investing in this channel pays off. Apps combining personalized experience, loyalty programs, gamification, and augmented reality have recorded significant sales jumps. In some cases, the app is already the main point of contact with the customer, even surpassing physical stores. 

And the future promises to be even more interactive. Technologies such as augmented reality, live broadcasts with real-time sales, voice commands, and full integration between physical and online stores will enrich the experience. Personalization is expected to advance even further, with systems capable of adjusting offers and recommendations at the exact moment the customer is browsing. 

The message is clear: those who want to stand out in digital retail need to think of mobile as a central part of their strategy. Consumers are already there, and they expect a fast, personalized, and frictionless experience. 

* Thiago Falanga, Executive Director at Corebiz, a WPP company and a benchmark in the implementation of digital businesses in Europe and Latin America. It has offices in Brazil, Mexico, Chile, Argentina and Spain, and has already executed projects in over 43 countries for the biggest brands in the market, with services including e-commerce implementation and growth, SEO, media, CRM and CRO. - Email: corebiz@nbpress.com.br.