Мобільна комерція: e-commerce на долоні

The mobile phone has become the primary shopping channel for many people. With it, consumers browse, compare, receive personalized offers, and complete orders in just a few taps. This movement is called mobile commerce, and the expectation is that it will represent over 60% of all e-commerce in the coming years. 

The channel's success stems from its practicality. Mobile-optimized apps and websites offer fast navigation, intuitive buttons, and features that make life easier, such as saving favourite products, tracking orders, accumulating cashback, and receiving exclusive promotions. It's a journey designed to be swift and enjoyable, and this makes a difference in conversions. Many consumers end up making impulse purchases upon receiving personalised notifications or targeted ads. 

In addition to selling more, mobile commerce helps brands understand their customers better. Every click, every search, and every purchase becomes valuable data for understanding habits and preferences. This allows for more effective campaigns, increased customer relationships, and even reduced operational costs. 

Numerous companies are demonstrating that investment in this channel yields results. Apps combining personalised experiences, loyalty programs, gamification, and augmented reality are seeing significant sales increases. In some cases, the app is already the primary customer touchpoint, even surpassing physical stores. 

And the future promises to be even more interactive. Technologies like augmented reality, live streams with real-time sales, voice commands, and full integration between physical stores and online platforms will enhance the experience. Personalisation should progress further, with systems capable of adjusting offers and recommendations in real-time as the customer browses. 

The message is clear: anyone wanting to stand out in online retail needs to think of the mobile phone as the central piece of their strategy. The consumer is already there, and expects a fast, personalized, and frictionless experience. 

* Thiago Falanga, Executive Director of Corebiz, a WPP company and a leading provider of digital business implementation in Europe and Latin America. They have offices in Brazil, Mexico, Chile, Argentina, and Spain, and have executed projects in over 43 countries for some of the biggest brands in the market, offering services for e-commerce setup and growth, SEO, media, CRM, and CRO. – Email: corebiz@nbpress.com.br.