SINGAPORE — Leading measurement and analytics company Adjust released “The Shopping App Insights Report” to prepare mobile marketers for the Q4 shopping season and beyond into 2025. Surpassing the overall vertical’s average, shopping app installs rose 61% YoY (year-over-year) in H1 2024, while installs of e-commerce apps overall climbed 25% and sessions rose to 13% YoY. This growth comes as retail media networks continue to scale, next-generation digital shopping experiences are deployed and mobile wallets become commonplace.
“Shopping apps are transforming how consumers interact with brands and make purchases,” said Tiahn Wetzler, Director, Content & Insights at Adjust. “By working with AI and Augmented Reality, and integrating dynamic channels like social commerce and CTV, marketers can enhance user engagement and create experiences that drive high conversion rates.”
Marketers should take note of the Q4 shopping season, which results in big install increases. In a 2023 survey by InMobi in Asia, 73% of respondents in Indonesia, Singapore, and the Philippines plan to do a mix of in-person and mobile shopping. Adjust recorded installs 40% above the daily average on October 17, 2023, and 41% higher on October 18.
Adjust’s shopping app insights report provides e-commerce app marketers and developers with key insights across all key sub-verticals. Highlights include:
- E-commerce app session lengths in e-APAC averaged 10 minutes, a slight decrease from the global average of 10.5 minutes. However, the region had a 15% Day 1 retention rate compared to North America and LATAM, which had rates of 11% and 14.4%, respectively.
- APAC had the highest number of partners per app, rising from 10.7 to 11.8 from 2023 to H1 2024.
- In-app revenue for e-commerce apps increased 36% YoY with 60% of in-app revenue coming from Android devices globally. The biggest spikes in 2023 occurred in Q4, with November revenue 34% higher than the monthly average and December up 22%.
- Global median installs per mille (IPM) rose from 1.94 in 2023 to 2.28 in H1 2024, indicating improved ad campaign effectiveness. APAC saw a significant increase from 1.53 to 3.06.
“In a competitive market where engagement and customer loyalty are critical to moving the bottom line, staying at the forefront of intergenerational consumer expectations – and the technologies behind them – is paramount,” continued Tiahn. “As the shopping app landscape evolves, scalable growth will be achieved through a strategic channel mix, smart personalization, and a data-obsessed approach to measurement and analytics.”
“As shopping habits rapidly change with evolving e-commerce technology, it is highly valuable for marketers and retailers to sharpen their campaign strategies to ensure optimal growth and success, especially in APAC,” says April Tayson, Regional Vice President for INSEAU at Adjust. Our data shows that several Southeast Asian countries, such as Indonesia, Malaysia, Philippines, Singapore, and Vietnam, spend a considerable amount of time within apps, posing an opportunity for businesses to ride on this trend, which will likely grow even further in the foreseeable future.”
For additional findings and analysis, download the full report here.
