Why will purchases only grow on Brazilian apps in 2024?

The use of e-commerce apps has become increasingly crucial in companies' marketing strategies, with significant results being observed in 2024. According to the report “State of E-commerce App Marketing 2024”, produced by AppsFlyer, there was a significant growth in purchases made within apps, with an increase of 21% in the volume of purchases compared to the previous year.

This growth reinforces the importance of mobile apps as indispensable tools for engaging consumers and driving brand loyalty.

According to the survey, more than half of consumers (60%) become loyal customers after making their first purchase through e-commerce apps. This shows that apps not only facilitate the shopping experience, but also play a key role in building a lasting relationship between the brand and the consumer.

The research reveals that non-organic app installs on iOS increased by 60%, indicating that users are increasingly willing to try new shopping apps, often motivated by advertising campaigns and digital marketing strategies.

The Importance of Retargeting in the First Weeks

Another relevant piece of data highlighted by the study is the impact of retargeting actions in the first few weeks after the app is installed. The research shows that marketing professionals have been investing strategically in retargeting, especially during the first week after installation.

The results of these actions are impressive: the average customer makes their first purchase just 3.6 days after downloading the app. On the first day, the conversion rate reaches 40%, and during the first week, this rate exceeds 75%. These numbers indicate that retargeting plays a crucial role in converting new users into active buyers, reinforcing the need for well-planned strategies to retain these customers.

Renata Altemari, country manager for AppsFlyer in Brazil, highlights the optimism regarding the future of commerce through mobile apps.

“As the global economy continues to stabilize, the growth prospects for mobile app commerce look promising in the coming months. This provides marketers with a unique opportunity to cultivate and nurture customer loyalty, ensuring sustainable growth for brands,” said Altemari.

Accelerated Growth in Shopping During the Holidays and in 2024

In-app purchases, known as In-App Purchases (IAP), saw a notable increase during the 2023 holiday season, growing by 15% compared to the same period in 2022.

In 2024, this trend continued, with a 21% growth in purchase volume compared to the first quarter of the previous year. This continued growth highlights the importance of seasonal periods for increasing sales through apps, especially in emerging markets such as Brazil, the United States and India.

Renata Altemari highlights that the participation of paying users increased by 12% on the platforms during the peak season, with emphasis on the Brazilian market, which showed significant growth.

This shows that, in addition to attracting new users, e-commerce platforms are managing to convert these users into paying customers, which is essential for the sustainability of the app-based business model.

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Advertising Investments for Shopping and Differences Between iOS and Android

Another highlight of the report is the increase in investments in advertising aimed at e-commerce applications. In 2023, investments reached US$6.6 billion, reflecting companies' continued efforts to strengthen their digital marketing strategies.

These investments are essential to attract new users, increase conversion rates and, consequently, sales volume.

When comparing iOS and Android users, the study reveals that Apple consumers are more likely to perform non-organic installs, with a 60% increase in this segment.

Additionally, in-app conversion rates for iOS users were 21% higher compared to Android users, who saw a 21% increase in installs and 9% increase in conversion rates.

This disparity can be explained by the consumption profile of users of each operating system, where iOS users tend to spend more on in-app purchases, reflecting a more premium consumption behavior.

Future Perspectives for Mobile E-commerce

The mobile e-commerce market continues to evolve, and the outlook for the future is positive. The growth seen in 2024 is an indication that consumers are increasingly comfortable making purchases through mobile apps, especially during peak periods like the holiday season.

For companies, this represents a golden opportunity to strengthen their digital presence, improve the user experience and, most importantly, cultivate customer loyalty.

In short, AppsFlyer’s “State of E-commerce App Marketing 2024” report highlights the growing importance of e-commerce apps as an essential channel for sales and customer loyalty.

With well-planned marketing strategies and a continued focus on improving the user experience, brands have the chance to capture an even larger share of the market and ensure sustained growth in the years to come.