Online shopping dominates retail and is no longer just a trend. It has become a tangible reality that a significant portion of e-commerce spending is done through m-commerce apps. I closely follow the Adjust Mobile App Trends report every year, which reinforces this point. In 2023, there was a 43% growth in e-commerce app installations worldwide, and 12% in Latin America. It also strikes me that the Latin American region was the only one during that period to register an increase in the time spent using shopping apps, rising from 8.4 to 8.6 minutes.
This shows that the competitive m-commerce market is accelerating in Brazil, becoming an inexhaustible source of information for outlining and improving the strategies of app marketing professionals.
Special occasions, such as Amazon Prime Day – held in July – offer even more valuable lessons, as they are times when the use of apps intensifies, revealing important information about consumer behavior in relation to brands and their consumption trends.
On Amazon Prime Day 2024, for example, the number of marketplace app installations increased by 18% in Brazil and 7% globally, compared to the same period of the previous year. As for sessions – that is, the time a user interacts with the app – they grew by 25% and 7%, respectively. The Brazilian data is particularly impressive when compared to global figures.
It is only through analysis that one notices the enormous potential in the country's market, indicating that Brazilian consumers take advantage of large-scale events to install new applications, comparing prices with those of other e-commerce apps. This example highlights the power of real-time data analysis to drive the success of m-commerce.
To glean insights like these from a shopping season and be prepared for new major events such as Black Friday, Cyber Monday, Children's Day, and Christmas, app marketers need to be aware of the latest innovations in data intelligence and action planning. Best practices such as planning actions in advance for a holiday and diversifying advertising spending to ensure both brand awareness and retention, thus reaching their audience at different stages of the sales funnel, are some ways to refine the mobile strategy.
Preparation is vital for these moments. Therefore, it's also important to have mobile measurement partners (MMPs) and use campaign automation tools that can extract data intelligence and assist in analyzing metrics such as cost per install, cost per ad, session duration, cost per user acquisition, and other detailed information. This data makes app marketing a true predictive science. And, more than that, it helps teams adjust their strategies in real time, adapting to trends and often allowing them to modify strategy details minute by minute in the weeks or days leading up to the event.
In short, data analysis and trend tracking are fundamental to success in this highly competitive market. As mobile commerce grows significantly, marketers must invest in meticulous preparation and the use of advanced measurement and automation tools. In my opinion, this is the only way they will be able to adapt to the changes necessary to achieve their goals in the dynamic m-commerce landscape.
