Mobile retail has established itself as one of the most promising segments of digital commerce. With consumers increasingly connected, the use of shopping apps has grown exponentially in recent years, becoming an essential channel for retailers looking to expand their presence and competitiveness.
According to the State of Mobile 2025 report, from Sensor Tower, the segment continues to evolve, driven by changes in consumer behavior, advancement of artificial intelligence (AI) and globalization of e-commerce. Considering the scenario, investing in this type of business is not just an option, but another necessity for companies looking to innovate and grow.
Continuous growth of mobile commerce
In 2024, consumers spent around $150 billion on apps, increase of 12,5% compared to the previous year. Furthermore, the average daily time per user rose to 3,5 hours, and the total hours spent on apps exceeded 4,2 трильйони, increase of 5,8%. The data indicates that people not only spent more time on mobile devices, how spending on digital platforms has increased.
Another relevant factor is the global expansion of marketplaces focused on mobile devices. Companies like Temu and Shein demonstrate how it is possible to scale a business globally from a well-structured digital strategy. However, the success of these models requires an enhanced user experience and efficient integration between physical and digital channels.
Artificial intelligence as a competitive differentiator
The Sensor Tower report also indicates that generative AI applications reached $1,3 billion in global revenue, significant growth compared to US$ 455 million in 2023. The total number of AI app downloads has skyrocketed, arriving at 1,5 billion in 2024. In retail, AI enables advanced personalization, more accurate product recommendations and interactive experiences that increase consumer engagement. Technology also improves operational efficiency, optimizing logistics and inventory management based on predictive data.
Brazil: promising market
Brazil stands out among the most promising emerging markets, attracting the interest of major international brands. Despite the strong competition, there are still many opportunities for companies that understand the particularities of the Brazilian consumer and can adapt their strategies to cater to both online shopping and physical retail. The integration between channels – physical, web and mobile devices – it is no longer a differentiator, but strategic necessity. Companies that manage to combine these experiences and offer additional services with the apps, as personalized service, loyalty programs and exclusive content, come out in front.
Mobile-focused digital retail represents a great opportunity for companies looking to innovate and expand in 2025. The growth in the usage time of applications, the advancement of AI and the expansion of global marketplaces are determining factors for the evolution of the sector. In Brazil, the growing demand and the digital transformation of commerce make the scenario even more conducive to investments. For retailers who have not yet established a presence in this environment, the time to act is now. Adapting to this reality is not just a trend, but an essential requirement to maintain competitiveness.
