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

The cell phone has become the main purchasing channel for many people. With it, the consumer navigates, compares, receives personalized offers, and finalizes the order with just a few taps. This movement is called mobile commerce, and the expectation is that it will represent more than 60% of all e-commerce in the coming years. 

The success of the channel comes from its practicality. Applications and mobile-optimized websites offer fast navigation, intuitive buttons, and features that make life easier, such as saving favorite products, tracking orders, accumulating cashback, and receiving exclusive promotions. It is a journey designed to be fast and enjoyable, and this makes a difference in conversions. Many consumers end up making impulse purchases upon receiving personalized notifications or targeted ads. 

In addition to selling more, mobile commerce helps brands get 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 accurate campaigns, increase relationship time, and even reduce operational costs. 

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

And the future promises to be even more interactive. Technologies such as augmented reality, live streaming with real-time sales, voice commands, and seamless integration between physical and online stores will enrich the experience. Personalization is expected to advance further, with systems capable of adjusting offers and recommendations at the exact moment the customer is browsing. 

The message is clear: those who want to stand out in digital retail need to consider the cellphone as the central piece of their strategy. The consumer is already there, expecting 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 implementing digital businesses in Europe and Latin America. It has offices in Brazil, Mexico, Chile, Argentina, and Spain, and has already carried out projects in more than 43 countries among the biggest brands in the market, providing services for e-commerce implementation and growth, SEO, media, CRM, and CRO. - Email: corebiz@nbpress.co.uk.