E-commerce applications recorded 43% growth in installations during 2023.
A survey of the Locomotive Institute and PwC revealed that 88% of the Brazilian population has already used some of the technologies and trends applied to retail. The survey also shows that purchasing on marketplaces is the trend most adopted by consumers (66%), followed by pickup in physical stores from the website/app where they made the purchase (58%), and automated online service (46%).
For consumers who adopt trends and innovations in retail, in general, they evaluate them positively, especially purchasing in stores. marketplaces and collection in physical stores after online purchase. Automated service, on the other hand, has a lower satisfaction rate among adopters. The use of Guide Shops, spaces to try products in the store for later purchase, had lower adoption among the trends tested.
Survey data also shows that nine out of 10 consumers prioritize a brand that offers a more pleasant shopping experience, practicality when receiving the product and has actions focused on sustainability.
“The surprising performance of retail makes retailers seek to understand consumers even more, and research shows that Brazilians buy a lot in physical stores, despite preferring to purchase certain products online. A pleasant shopping experience and special attention to ESG aspects are also among the priorities”, explains Renato Meirelles, president of Instituto Locomotiva.
Although physical stores are still the most frequent experience among Brazilians, some products are already predominantly purchased online. The strength of e-commerce varies strongly between categories, being more frequent in the purchase of electronics (22% buy only in physical stores and 33% more online), various courses (18% in physical stores and 10% online), and less frequent for supermarkets ( 44% in physical stores and 10% online), construction materials (44% in physical stores and 9% online) and hygiene and beauty (30% in physical stores and 23% online).
For Brazilians, the ideal store is national, with variety in the window and human attendants, while younger people prefer environments with innovation, technology, ambient music and attendants that reflect their own profile.
Growth of e-commerce apps
The application market e-commerce continues to evolve significantly, driven by a notable increase in the number of downloads and user activity, as highlighted in Adjust’s annual Mobile App Trends report. The report shows that virtual commerce applications registered a growth of 43% in installations and 14% in sessions in 2023.
For Bruno Bulso, COO of Kobe Apps, a mobile application platform for retail, the growth in mobile application installations e-commerce in 2023 reflects consumers’ growing preference for mobile shopping experiences.
“This substantial increase not only indicates greater acceptance of mobile e-commerce, but also highlights the growing importance of mobile devices in the consumer journey,” he says.
While the Adjust report noted a drop in average session lengths for e-commerce Globally, Latin America bucked this trend, recording an increase in the average time spent per session.
“This can be attributed to a combination of factors, including greater accessibility of smartphones and growing consumer confidence in mobile transactions in the region”, points out Bruno.
Furthermore, the leadership of Shein in the ranking of the most downloaded applications in the world highlights the need for brands to expand their digital channels to applications.
“Shein’s rise reflects the space that brands are losing to large marketplaces by not quickly adapting to consumers’ needs and preferences. This agility is essential in such a dynamic and competitive market environment”, comments Bulso.
Data from Mobile Analysis 2024, carried out by Rocket Lab in partnership with Statista, also reveals valuable information about the Brazilian application market. With Brazil ranked as the fourth country in the world with the most app downloads in 2023, the numbers highlight the growing importance of mobile devices in the lives of Brazilian consumers.
“These numbers reflect how much the users’ shopping experience, through mobile applications, offers brands to capitalize on and increase their relationship with consumers. Currently, the omnichannel journey – where consumers go through both the physical store and the app – is a determining factor in completing the purchase and building consumer loyalty”, concludes Bulso.
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