Avoiding customer frustration is the main challenge for shopping apps, experts say

Purchasing practically any good via an app is possible in Brazil, although we have not yet reached the level of sophistication in this field that is seen in the United States and Asian countries. The question becomes whether or not the consumer wants to use their smartphone for this purpose.

"What is most appealing about apps is their convenience. Ordering a meal, medicine or service in just a few clicks, without leaving home, fits perfectly into the routine of big cities," says Juliana Cicereli, head of Technology Projects at Grupo Rão. "The speed, personalization, ease of payment and loyalty programs are all attractive features of apps."

The extreme accessibility of apps, however, can have its downside, warns Juliana. "If there is any inconvenience - an item not delivered or a problem with the meal sent - the customer becomes frustrated. In these situations, automated and impersonal service can make the situation worse."

And technical problems are still a routine in Brazilian online retail. "What is most annoying is the unavailability of the app: bugs, the system being down and, mainly, poorly resolved interfaces. There are applications that throw the consumer into a loop. They end up feeling uncomfortable when they realize they are spending more time there than they should," highlights consultant Arthur Igreja.

But the worst part is when a problem arises that requires customer support. "There is a structural disadvantage in problem-solving on the part of apps. If there is any problem, the option that the person needs most is often missing: human help. They are directed to a bot and cannot speak to anyone. This irritates the user," says Igreja.

Integration

In Brazil, application development faces structural challenges. Teams responsible for digital platforms work in compartments, with separate teams for desktop, mobile and apps. This fragmentation increases operational costs and makes integration between different channels difficult, which affects the user experience.

"In the Brazilian scenario, apps make sense when the business model offers services or benefits that encourage frequent use of the platform. Personalized offers, geolocation-based features, exclusive content and integrated artificial intelligence services are decisive for consumers to keep the app on their device," says Thiago da Cruz, CEO of 87Labs, which focuses on developing e-commerce platforms and marketplaces.

"For the Brazilian market, which is still maturing, the search for integrated, accessible and consumer-centric solutions is the most viable path to building sustainable digital experiences," says Cruz.

World

Each country has a different relationship with commerce via apps. "The US has a mature market for commerce via apps, but it is balanced with other channels. There, 45% of all online sales already occur via mobile devices," says Fábio Montanari, leader of Montanari Tecnologia, which provides products for e-commerce. "One characteristic of the US is the omnichannel strategy: many buyers combine the use of apps with physical stores. It's Buy Online, Pick Up In Store (Buy via App, Pick Up in Store on the Same Day)."

China , he continues, is a benchmark: 71% of e-commerce transactions there are made via mobile devices. "The Chinese use super-apps to chat, pay bills, call a taxi, buy products, schedule services. On WeChat , there are apps within the app. Stores, brands and restaurants have these mini-apps, allowing users to make purchases without leaving WeChat."

South Korea has a great mobile internet infrastructure and a connected population. About 74% of online sales are made via smartphones. “Everyone from big retail players to street food vendors is using mobile platforms to reach customers,” says Montanari.