Online retail has 84% of mobile traffic, but conversion is still higher on desktop

In Brazil, 84% of e-commerce traffic already originates from mobile, according to data from Kobe Apps, platform for creating and managing applications for retail. However, despite the predominance of access by smartphones, the conversion rate is still 1.6 times higher on the desktop. The contrast reveals a critical bottleneck: most retailers still face technical and usability challenges in the mobile environment, especially in responsive web versions and poorly optimized applications.

“Mobile experience is still treated by many brands as an adapted extension of the desktop, which compromises the” performance, says Bruno Bulso, COO and co-founder of Kobe Apps.“Currently, 90% of the time Brazilians spend on mobile is within apps, but only 15% of retailers have their own app with proper structure.

The study points out that obstacles such as high loading time, unintuitive navigation and inconsistency in price and inventory data hinder the purchase journey. According to Bulso, this happens both on mobile sites and in apps with low functionality. “Applications need to reflect the business rules with simple architecture, integrated journeys between physical and digital channels, and performance that eliminates any” friction, he reinforces.

Cases such as the Festval supermarket chain, which also integrates Soul Festival Club coupons, show that efficient apps generate direct impact on sales. The Club recorded an increase of 52.3% in digital participation via app and attracted 41 thousand new users in a single month. The Festval app exceeded 30% of digital share, starting from a base of only 5%.

For the executive of Kobe Apps, the numbers show that having a proper and well-structured app goes beyond convenience: it is a crucial strategy for competitiveness.“Companies that prioritize the mobile experience reap significant results, with greater loyalty, journey control and direct impact on the” revenue, concludes Bulso.