With the advancement of e-commerce, especially on mobile devices, the adoption of an own application can become a great competitive advantage for brands. It improves the customer experience and can directly impact conversion rates in sales, loyalty and engagement. While marketplaces offer great visibility, they end up limited in controlling the consumer journey and direct customer relationship. Already the app offers complete customization and control over the user experience.
According to Abcomm, consumption via mobile devices represents 55% of online sales & continues to grow. Companies such as Shein and Shopee have already demonstrated the impact of the application itself, with their apps leading the number of downloads in Brazil. In addition, the time spent on shopping apps in the country grew 52%, confirming the importance of investing in mobile solutions to meet this growing demand.
According to Rafael Franco's, CEO of Alphacode, the company responsible for developing applications for brands such as Habibs, Madero and TV Band, personalization is one of the greatest assets of an application of its own, allowing brands to adapt the shopping experience according to the individual preferences of their consumers. “Push notifications are also a fundamental tool for continuous engagement, promoting exclusive offers and” loyalty, he adds.
The advantages of the own application
Rafael Franco explains that the apps also facilitate the use of rewards and promotions programs, which greatly increases customer retention. All this results in a higher conversion rate in sales when compared to browsing websites or marketplaces.
“E-commerce applications offer a much more immersive, personalized and direct experience for the customer, as well as enabling the collection of data that is important for the” brand, he points out. This collection of statistics can help better understand the behavior of the public and adapt their strategies efficiently. “This type of technological solution transforms the relationship between the brand and the consumer, promoting engagement and increasing the”.
The scenario for this type of strategy is quite promising. Sales made via mobile devices have surpassed those of desktops in Brazil since 2019, according to the Webshoppers 41 report. In addition, studies show that application users spend up to 50% more than those who make purchases by computer. With the forecast that almost three quarters of global users will access the internet exclusively via smartphones by 2025, investing in an own app for e-commerce becomes essential for companies that want to keep up with the evolution of the market and ensure a direct and personalized relationship with their customers.
