Retail mobile has become one of the most promising segments of digital commerce. With increasingly connected consumers, 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 the scenario, investing in this type of business is not just an option but a necessity for companies seeking to innovate and grow.
Continuous growth of mobile commerce
In 2024, consumers spent around $150 billion on apps, a 12.5% increase from the previous year. Additionally, the average daily time per user increased 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 their spending on digital platforms.
Another relevant factor is the global expansion of marketplaces focused on mobile devices. Companies like Temu and Shein demonstrate how it’s possible to scale a business globally with 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 points out that generative AI apps reached $1.3 billion in global revenue, a significant increase compared to $455 million in 2023. The total number of AI app downloads surged to 1.5 billion in 2024. In retail, AI enables advanced customization, more accurate product recommendations, and interactive experiences that enhance consumer engagement. The technology also enhances operational efficiency by optimizing logistics and inventory management based on predictive data.
Brazil: promising market
Brazil stands out among the most promising emerging markets, attracting the interest of major international brands. Despite intense competition, there are still plenty of opportunities for companies that understand the particularities of the Brazilian consumer and can adapt their strategies to serve both online and physical retail. The integration across channels – physical, web, and mobile devices – is no longer a competitive advantage but a strategic necessity. Companies that can combine these experiences and provide additional services through apps, such as personalized service, loyalty programs, and exclusive content, gain a competitive edge.
The digital retail focused on mobile devices represents a great opportunity for companies looking to innovate and expand in 2025. The growth in app usage time, the advancement of AI, and the expansion of global marketplaces are determining factors for the sector’s evolution. In Brazil, the increasing demand and digital transformation of commerce make the scenario even more favorable for investments. For retailers who 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.
