Retail mobile has been consolidated as one of the most promising segments of digital commerce. With consumers increasingly connected, the use of apps for shopping has grown exponentially in recent years, becoming an essential channel for retailers looking to expand their presence and competitiveness.
According to the State of Mobile 2025 report by Sensor Tower, the segment continues to evolve, driven by changes in consumer behavior, advances in artificial intelligence (AI), and the globalization of e-commerce. Considering this scenario, investing in this type of business is not just an option but a necessity for companies looking to innovate and grow.
Continuous growth of mobile commerce
In 2024, consumers spent approximately $150 billion on apps, a 12.5% increase from the previous year. Furthermore, the average daily time per user rose to 3.5 hours, and the total hours spent on apps exceeded 4.2 trillion, a 5.8% increase. The data indicates that people not only spent more time on mobile devices but also increased spending on digital platforms.
Another relevant factor is the global expansion of mobile-focused marketplaces. Companies like Temu and Shein demonstrate how it is possible to scale a business globally through a well-structured digital strategy. However, the success of these models requires an enhanced user experience and efficient integration between physical and digital channels.
Artificial intelligence as a competitive differentiator
The Sensor Tower report also indicates that generative AI apps reached $1.3 billion in global revenue, a significant increase from $455 million in 2023. The total number of AI app downloads surged to 1.5 billion in 2024. In retail, AI enables advanced personalization, more accurate product recommendations, and interactive experiences that enhance consumer engagement. The technology also enhances operational efficiency, optimizing logistics and inventory management based on predictive data.
Brazil: a promising market
Brazil stands out among the most promising emerging markets, attracting the interest of major international brands. Despite intense competition, there are still many opportunities for companies that understand the specifics of the Brazilian consumer and can adapt their strategies to serve both online purchases and physical retail. The integration across channels – physical, web, and mobile devices – is no longer a mere differentiator but a strategic necessity. Companies that can combine these experiences and offer additional services through apps, such as personalized service, loyalty programs, and exclusive content, gain a competitive edge.
The digitally-focused mobile retail represents a significant opportunity for companies looking to innovate and expand in 2025. The increase in app usage time, AI advancement, and the expansion of global marketplaces are key factors driving sector evolution. In Brazil, the growing demand and digital transformation of commerce make the scenario even more favorable for investments. For retailers that have not yet established a presence in this environment, the time to act is now. Adapting to this reality is not just a trend but an essential requirement to maintain competitiveness.
