Mobile commerce: e-commerce in the palm of your hand

The mobile phone has become the main buying channel for many people. With it, the consumer browses, compares, receives personalized offers and finishes the order in a few taps. This movement has a name: mobile commerce, and the expectation is that it represents more than 60% of all e-commerce in the coming years. 

Channel success comes from convenience. Mobile-optimized apps and websites offer fast navigation, intuitive buttons, and life-friendly features like saving favorite products, tracking orders, accumulating cashback, and receiving exclusive promotions.It's a journey designed to be agile and enjoyable, and that makes a difference in conversions.Many consumers end up buying on impulse when receiving personalized notifications or accurate ads. 

In addition to selling more, mobile commerce helps brands to know their customers better. Every click, every search and every purchase becomes valuable data to understand habits and preferences. With this, it is possible to create more assertive campaigns, increase relationship time and even reduce operating costs. 

Several companies show that investing in this channel gives results. Apps that combine personalized experience, loyalty programs, gamification and augmented reality have registered significant jumps in sales. In some cases, the application is already the main point of contact with the customer, surpassing even physical stores. 

Technologies such as augmented reality, live broadcasts with real-time sales, voice commands and full integration between physical and online stores will make the experience richer. Personalization should advance even further, with systems capable of adjusting offers and recommendations at the exact moment the customer navigates. 

The message is clear: anyone who wants to excel in digital retail needs to think of mobile as the centerpiece of their strategy. The consumer is already there, and hopes to find a fast, personalized and frictionless experience. 

* Thiago Falanga, Executive Director of Corebiz, a company that is part of WPP and is a reference in the implementation of digital businesses in Europe and Latin America. It has offices in Brazil, Mexico, Chile, Argentina and Spain, and has executed projects in more than 43 countries among the largest brands in the market, with services for the implementation and growth of e-commerce, SEO, media, CRM and CRO. : Email: corebiz@nbpress.co.uk.