Mobile device brands that emphasized transparency and data protection during Consumer Week were more likely to attract and retain customers. Data collected by Appdome, a leader in mobile experience protection, highlights the digital impact of this period among Brazilians who use online shopping apps. The survey shows that 84.5% of consumers prefer to use mobile apps for shopping, a rate 53% higher than the global average.
The data is from the Consumer Expectations on Mobile Application Security survey, which highlights the growing importance of apps in digital retail. During Consumer Week 2024, there was a significant increase in online transactions in Brazil. According toVisa Consulting & Analytics, the volume of transactions made with Visa credentials increased by 15% compared to the same period in 2023. Clothing segments and department stores stood out, with a 20% increase 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 experienced a 30% rise in online shopping. Small and medium digital retail businesses moved R$88 million, a 44% increase compared to 2023. The average ticket was R$244, with credit cards representing 49% of transactions and PIX increasing its share from 34% to 42.5%.
The trends indicate that these numbers will continue to grow in 2025, especially in purchases through store apps. A study ofCNDL and SPC BrazilIt revealed that 86% of internet users made purchases through apps in the last year, an increase of 7 percentage points compared to 2021. With distrust in large platforms and an excess of misleading information, consumers are shifting towards more controlled and personalized experiences, reinforcing that the future of e-commerce lies in brand apps and closed marketplaces.
Mobile apps have surpassed traditional websites in digital retail
"In the last three years, mobile apps have surpassed online websites, making it undeniable that apps have replaced traditional websites as the main shopping channel in Brazil," says Chris Roeckl, Product Director at Appdome.
Customer experience has become a decisive factor for the future of digital retail. A well-designed app offers convenience, personalization, and security, essential elements to retain customers and encourage repeat purchases. Resources such as 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 a study from Akamai, which revealed that 77% of Brazilians give up on online shopping due to an unsatisfactory experience on the website or app, especially in transactions between R$101 and R$200.
Security and privacy will be fundamental for 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 the main concerns of consumers when shopping via mobile apps, hackers and digital frauds lead with 61.3% and 54.5%, respectively. The Appdome report indicates that 78% of respondents have already deleted or canceled mobile apps due to privacy and security concerns.
For companies, this means that investing in cybersecurity, transparency in data use, and measures such as advanced authentication and a 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 becomes clear that mobile apps are not only the future of e-commerce but also the key to building lasting relationships between brands and consumers. However, this preference is accompanied by a growing demand for security and privacy, making it essential for companies to invest in robust technologies to protect their users while providing an exceptional experience.
"Those who provide a seamless, personalized, and above all, reliable experience will have a significant competitive advantage, ensuring greater engagement, loyalty, and sustainable growth in the digital market," concludes the Appdome specialist.
