In Brazil, 84% of e-commerce traffic already originates from mobile devices, according to data from Kobe Apps , a platform for creating and managing retail applications. However, despite the predominance of access via smartphones, the conversion rate is still 1.6 times higher on desktop computers. This contrast reveals a critical bottleneck: most retailers still face technical and usability challenges in the mobile environment, especially with responsive web versions and poorly optimized applications.
“Many brands still treat the mobile experience as an adapted extension of the desktop, which compromises performance,” says Bruno Bulso, COO and co-founder of Kobe Apps. “Currently, 90% of the time Brazilians spend on their cell phones is within apps, but only 15% of retailers have their own app with an adequate structure. There is a huge opportunity being wasted.”
The study points out that obstacles such as long loading times, unintuitive navigation, and inconsistencies in price and inventory data hinder the purchase journey. According to Bulso, this happens both on mobile websites and in apps with low functionality. "Applications need to reflect business rules with a simple architecture, integrated journeys between physical and digital channels, and performance that eliminates any friction," he emphasizes.
Cases like that of the Festval supermarket chain, which also integrates Soul Festival Club coupons, show that efficient apps generate a direct impact on sales. The Club registered a 52.3% increase in digital participation via the app and attracted 41,000 new users in a single month. The Festval app surpassed 30% digital share, starting from a base of only 5%.
According to the Kobe Apps executive, the numbers show that having a well-structured, proprietary app goes beyond convenience: it's a crucial strategy for competitiveness. "Companies that prioritize the mobile experience reap significant results, with greater customer loyalty, control over the customer journey, and a direct impact on revenue," concludes Bulso.
