The market ofe-commercein Brazil is in full expansion, driven by increasingly connected consumers and fans of shopping via mobile. According to data from the Brazilian Association of Electronic Commerce (ABComm), the revenue of the segment reached R$ 185,7 billion in 2023; the expectation for 2025 is R$ 224,7 billion. In such a competitive scenario, invest in applicationmobileit is the strategy that can differentiate companies, offering convenience and personalized experiences to customers. However, create, launching and managing an effective app requires planning and important decisions
Development: available options
- In-house (internal team)It is the model that requires the hiring or maintenance of a dedicated team within the company, with experienced developers and qualified technical leadership, as a CTO. The advantage is total control over the project, in addition to the integration with the company culture. On the other hand, the costs are high and the complexity of managing people and technology is high
- OutsourcingCompanies can choose to hire specialized agencies orfreelancersto create the app. The approach is ideal for one-off projects, and also brings agility and external expertise. However, it is very important to choose reliable partners and ensure a contract that provides for ongoing support, since maintenance and updates can become expensive if the original supplier no longer meets expectations
- Closed SaaS solutionsFor businesses with a limited budget, ready-to-use platforms offer a quick and accessible alternative. Such solutions allow for color customization, banners and products, but limit the flexibility of functionalities, resulting in standardized apps that may not fully meet all the company's needs
- Customizable SaaS solutionsIt is the option that combines agility with personalization. Some platforms offer customizable apps, that allow technical adjustments and involvement of different suppliers, expanding competition and reducing costs. It is a viable alternative for those seeking a balance between flexibility and practicality
Launch: planning for success in the market
Before making the app available to the public, it is essential to conduct rigorous testing to identify failures and ensure that it works correctly on various devices and operating systems. The validation of aspects such as intuitive navigation and clarity of offers is also essential to provide a satisfactory experience. Furthermore, the launch must be accompanied by effective digital marketing campaigns, including ads on Google Ads, social media and promotional materials to encourage thedownloaddo app. Create alanding pagehaving the company's website can be a great strategy to highlight the app, its functionalities and the benefits it offers. To increase engagement, it is also interesting to offer exclusive incentives, like discount coupons, cashbackand special promotions. These strategies encourage the continuous use of the platform, helping to keep users active
Transactional communications, like emails, notificationspushand messages within the app, also play an important role in this process. They must be clear and objective, reinforcing customer trust by tracking orders, track deliveries or access promotions, ensuring a more personalized and efficient experience
Monitoring: tracking and continuous evolution
Continuous monitoring is essential to ensure long-term success. The monitoring of metrics, as a number ofdownloads, active users (daily, weekly and monthly, conversion and retention rate, and the average order value (AOV), are essential for understanding the app's performance. This data helps to identify improvement opportunities and align the application with the expectations and needs of customers. To analyze the metrics, platforms like Google Analytics with Firebase are essential tools, because they provide detailed information about user behavior. With the data, companies implement updates and new features. User retention can be promoted through personalized notifications and exclusive features, how to create personalized agendas
Develop, launch and manage a e-commerce app it is a strategic process that combines technical planning, marketing actions and continuous monitoring. Companies that invest in well-structured apps can offer a differentiated experience tousersand increase loyalty, standing out, thus, in the competitive market. With the right resources and practices, mobile commerce becomes a powerful tool to boost businesses
