Mobile device brands that reinforced transparency and data protection during Consumer Week had a higher chance of attracting and retaining customers. Data collected by Appdome, a leader in mobile experience protection, highlights the digital impact of this period among Brazilians who use online store apps. The survey shows that 84.5% of consumers prefer using mobile apps for shopping, a rate 53% higher than the global average.
The data comes from the Consumer Expectations on Mobile Application Security survey, which underscores the growing importance of apps in digital retail. During Consumer Week 2024, there was a significant increase in online transactions in Brazil. According to Visa Consulting & Analytics, the volume of transactions made with Visa credentials grew by 15% compared to the same period in 2023. The clothing and department store segments stood out, with a 20% growth in transactions.
In e-commerce, the number of purchases also saw a strong increase: transactions grew by 20% compared to the previous year, while the clothing and department store sectors saw a 30% rise in online purchases. Small and medium-sized digital retail businesses moved R$88 million, a 44% growth compared to 2023. The average ticket was R$244, with credit cards accounting for 49% of transactions and PIX increasing its share from 34% to 42.5%.
Trends indicate that these numbers will continue to grow in 2025, especially in purchases made through store apps. A study by CNDL and SPC Brasil revealed that 86% of internet users bought through apps last year, a 7 percentage point increase compared to 2021. With distrust in large platforms and an excess of misleading information, consumers are migrating to more controlled and personalized experiences, reinforcing that the future of e-commerce lies in branded apps and closed marketplaces.
Mobile apps surpassed traditional websites in digital retail
“Over the past three years, mobile apps have surpassed online websites, making it undeniable that apps have replaced traditional sites as the primary shopping channel in Brazil,” says Chris Roeckl, Product Director at Appdome.
The customer experience has become a decisive factor for the future of digital retail. A well-designed app offers convenience, personalization, and security—essential elements for retaining customers and encouraging repeat purchases. Features like intuitive navigation, AI-powered personalized recommendations, and streamlined payment options help eliminate barriers in the shopping journey, increasing conversion rates and reducing cart abandonment. This trend is reinforced by an Akamai survey, which revealed that 77% of Brazilians abandon online purchases due to an unsatisfactory website or app experience, especially in transactions between R$101 and R$200.
Security and privacy will be key to success in e-commerce
The future of e-commerce will be dominated by brands that ensure a secure digital environment and an excellent user experience. Among consumers’ top concerns when shopping via mobile apps, hackers and digital fraud lead at 61.3% and 54.5%, respectively. Appdome’s report indicates that 78% of respondents have deleted or canceled mobile apps due to privacy and security concerns.
For businesses, this means investing in cybersecurity, transparency in data usage, and measures like advanced authentication and seamless experience are essential strategies to strengthen consumer credibility and trust.
“Mobile apps that demonstrate a commitment to security and user experience gain greater customer loyalty, reduce abandonment rates, and consequently generate more profits in the long term,” explains Roeckl.
In this scenario, it is clear that mobile apps are not just the future of e-commerce but also the key to building lasting relationships between brands and consumers. However, this preference comes with a growing demand for security and privacy, making it essential for companies to invest in robust technologies to protect their users while delivering an exceptional experience.
“Those who provide a seamless, personalized, and above all, trustworthy experience will have a significant competitive advantage, ensuring greater engagement, loyalty, and sustainable growth in the digital market,” concludes the Appdome expert.
