78% of Brazilians have already stopped using mobile apps due to security concerns

Mobile brands that strengthened 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 using online store apps.The survey shows that 84.5% of consumers prefer to use mobile apps to make purchases, a 53% index 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 Visa Consulting & Analytics, the volume of transactions carried out with Visa credentials grew 15% compared to the same period in 2023. The clothing and department store segments stood out, with a growth of 20% in transactions.

In e-commerce, the number of purchases also registered a strong increase: transactions grew 20% compared to the previous year, while the clothing and department stores sectors had an increase of 30% in online purchases. Small and medium-sized digital retail companies handled R$88 million, a growth of 44% compared to 2023. The average ticket was R$244, with credit cards representing 49% of transactions and PIX increasing its share from 34% to 42.51T3T.

Trends indicate that these numbers will continue to grow in 2025, especially in shopping via store apps CNDL and SPC Brazil it revealed that 86% of Internet users bought through apps in the last year, an increase of 7 percentage points compared to 2021. With the distrust in large platforms and the excess of misleading information, consumers are migrating to more controlled and personalized experiences, reinforcing that the future of e-commerce is in branded applications and closed marketplaces.

Mobile apps have overtaken traditional websites in digital retail

“In the last three years, mobile apps have outperformed online sites, making it undeniable that apps have replaced traditional websites as the main shopping channel in Brazil”, says Chris Roeckl, Appdome Product Director.

Customer experience has become a decisive factor for the future of digital retail. A well-designed application offers convenience, personalization and security, essential elements to retain consumers and encourage recurring purchases. Features such as intuitive navigation, personalized recommendations by artificial intelligence and facilitated payment options help eliminate barriers in the purchase journey, increasing conversion rates and reducing cart abandonment. This trend is reinforced by a survey by Akamai, which revealed that 77% of Brazilians give up online shopping due to an unsatisfactory experience on the site or app, 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 the main fears of consumers when buying via mobile apps, hackers and digital fraud lead with 61.3% and 54.5%, respectively.The Appdome report indicates that 78% of respondents have already deleted or canceled mobile applications for privacy and security concerns.

For businesses, this means that investing in cybersecurity, transparency in data use, and measures such as advanced authentication and a fault-free experience are essential strategies to strengthen consumer credibility and trust.

“Mobile apps that demonstrate a commitment to security and user experience earn greater customer loyalty, reduce abandonment rates, and consequently generate more profits in the long run”, explains Roeckl.

In this scenario, it is 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 offering an exceptional experience.

“Those who provide a fluid, 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 expert.