In Brazil, 84% of e-commerce traffic already originates from mobile, according to data fromKobe Appsplatform for creating and managing retail applications. However, despite the predominance of access via smartphones, the conversion rate is still 1.6 times higher on the desktop. The contrast reveals a critical bottleneck: most retailers still face technical and usability challenges in the mobile environment, especially in responsive web versions and poorly optimized apps.
"Mobile experience is still treated by many brands 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 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 indicates that obstacles such as long loading times, unintuitive navigation, and inconsistencies in price and stock data hinder the shopping experience. According to Bulso, this happens both on mobile sites and in low-functionality apps. "Applications need to reflect business rules with simple architecture, integrated journeys between physical and digital channels, and performance that eliminates any friction," he emphasizes.
Cases like the Festval supermarket chain, which also integrates coupons from the Soul Festival Club, show that efficient apps have a direct impact on sales. The Club recorded a 52.3% increase in digital participation via app and attracted 41,000 new users in a single month. The Festval app surpassed 30% of digital share, starting from a base of only 5%.
For Kobe Apps' executive, the numbers show that having a well-structured own app goes beyond convenience: it is a crucial strategy for competitiveness. "Companies that prioritize the mobile experience achieve significant results, with greater loyalty, journey control, and a direct impact on revenue," concludes Bulso.
