The shopping app insights report: 2025 edition

The shopping app
insights report:
2025 edition
REPORT
Trends and tips for high-
converting customer experiences

2
Contents
Introduction: Mobile gaming reaches a new level ………………………..3
Inside the next wave of e-commerce and
shopping app development ………………………………………………………………\
. 3
AI in shopping apps: From automation to action ………………………….. 5
Adjust Growth Copilot: Your AI partner for app growth ………………. 7
E-commerce app trends to watch ………………………………………………… 8
Analysis of global e-commerce app performance ���������������������������9
Methodology �����������������������������������������������������������������������\
����������������������� 10
Key takeaways �����������������������������������������������������������������������\
����������������������� 11
How shoppers engage, convert, and return …………………………………12
Install patterns and sessions ������������������������������������������������������������������� 13
Days of interest for e-commerce apps ������������������������������������������������ 15Plan now to win Q4: Timing, testing, and targeting
…………………… 16
User behavior and retention patterns �������������������������������������������������18
High-converting user experiences start with
smart deep linking ………………………………………………………………\
………. 25
The price tag on shopping app growth ………………………………………. 26
Cost per install, impression, and click,
partners per app + revenue �������������������������������������������������������������������� 27
Build the future of e-commerce and shopping apps, today ………36
The shopping app insights report: 2025 edition

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INTRODUCTION
Inside the next wave of e-commerce
and shopping app development
Global retail e-commerce sales are projected to hit $6.42 trillion by 2025, accounting for over 20% of all retail activity, with mobile
commerce alone set to generate $2.5 trillion in revenue . For shopping app marketers and developers, this represents a significant
opportunity, but growth won’t come without complexity. Regional slowdowns, new U.S. tariffs, and cautious consumer sentiment
are reshaping user habits, needs, and expectations.
Meeting users where they are is critical to success, as toggling between
platforms, tabs, and devices has become standard � To reach them at the
right moment, shopping apps must deliver seamless, relevant experiences
that adapt across touchpoints � Discovery now begins everywhere: from
voice search and influencer content to search engines and social commerce
formats � Mobile web, for example, is re-emerging as a high-intent entry
point, making it essential for brands to offer frictionless web-to-app flows
and deep linking experiences � Effective strategies in the e-commerce and
shopping space are truly omnichannel �
AI is also transforming how marketers test, segment, and optimize their
campaigns � When implemented strategically, it can surface new signals and
insights, enable an enhanced level of hyper-personalization at scale, and
facilitate fast and confident decisions � In the leadup to Q4, which remains
the most competitive stretch in the shopping app calendar (capturing Singles’ Day, Black Friday, Christmas, and more), testing creatives, expanding
into spaces including connected TV (CTV), chatbot-led commerce, and AR
try-ons ahead of time can empower better results once the critical moment
hits � Preparing for this high-volume period also allows space to consider
retention—the more users you can keep, the better the performance will be
throughout the rest of the calendar �
Adjust’s benchmarks and insights are designed to guide marketers through
these evolving challenges and opportunities � Whether you’re scaling spend,
fine-tuning attribution, or planning for peak season, this report delivers the
metrics, trends, and expert insights you need to drive sustainable growth
throughout the rest of 2025, during the peak Q4 season, and beyond �
The shopping app insights report: 2025 edition

4
Tiahn WetzlerD ire c tor,
Content & Insights
“

In today’s m-commerce landscape, trust is key to lasting growth. The
most successful apps create experiences that are relevant, respectful,
and consistent across every touchpoint. It’s not about speed or
better targeting alone, but building real value with every impression,
click, and session. At Adjust, we help brands simplify complexity with
solutions that support real-time, cross-channel optimization, so they
can move faster, decide smarter, and grow with confidence.”
The shopping app insights report: 2025 edition

Shopping and e-commerce app teams are already using
AI to create faster, connect smarter, and convert better.
What began as simple automation now powers real-time
decisions throughout the funnel—from creative testing
and predictive modeling to segmentation and churn
prevention. For shopping app marketers, the priority is clear:
operationalize AI to scale performance, improve ROI, and
adapt quickly.
CREATIVES AND PERSONALIZATION
POWERED BY AI
AI is streamlining creative production for shopping app
marketers by automating time-intensive tasks, such as ad
concept generation and variant testing. Mobile advertisers
and agencies are accelerating workflows by integrating
generative AI into their creative development processes. This
is saving thousands of hours that would have been previously
spent on manual creation and iteration.
Beyond efficiency, AI can also be used to sharpen marketing
strategies by analyzing real-time user signals (when the data
is consented and available), such as device type, browsing
history, past interactions, and geographic location. This granular analysis enables marketers to adapt ad formats
precisely according to segments, e.g. banners for mobile

web users, and creatives that feature products and promotions
related to previous interactions or searches. By accurately
targeting based on preferences, AI ensures that content
reaches users when (and how) they are most likely to

engage, boosting relevance and conversion potential.
In-app personalization is also evolving effectively through

the use of AI-powered algorithms. These algorithms
continuously analyze live user actions, such as searches,

cart additions, or views, and dynamically update personalized
product recommendations. They also allow marketers to
deliver highly relevant content at critical decision points

and churn moments.
5
AI in shopping apps:
From automation to action
The shopping app insights report: 2025 edition

SHARPER PLANNING AND PERFORMANCE
AI is opening up new ways for e-commerce app teams
to budget, allocate resources, and optimize marketing
performance with greater precision. Predictive models
now help forecast demand, identify high-value customer
segments, and fine-tune spending across channels.
Shopify Magic, for instance, leverages AI to enhance

inventory and sales forecasting, saving over 20 hours monthly
and increasing traffic by up to 40%. Across the board, AI is
improving campaign efficiency by automating everything

from bidding to audience targeting, and budget reallocation
(in real-time) based on immediate performance data. By
handling these detailed tasks at scale, AI uncovers growth
opportunities that manual analysis can miss or simply not
uncover quickly enough.
USER ACQUISITION IN A PRIVACY-FIRST WORLD
As UA costs rise and privacy regulations and frameworks
alter how we measure, AI plays a crucial role by enabling
marketers to implement next-generation attribution and
acquisition strategies. Specifically, AI utilizes techniques such
as predictive modeling, incremental testing, and anonymized cohort analysis to assess campaign performance without
relying on user-level tracking. AI-based tools and techniques
are becoming increasingly essential for maintaining effective
UA campaigns, enabling marketers to drive higher-quality
installs and significantly improve conversion efficiency across
all advertising channels, despite privacy constraints.
AI DURING PEAK SEASON
Major Q4 events, such as Singles’ Day and Black Friday,
concentrate significant marketing budgets and consumer
demand into brief, highly competitive periods, leaving little
margin for error. Via the methods outlined above, AI tools
support marketers during these critical windows by predicting
surges in demand, automatically adjusting bids and budget
allocations, and dynamically adapting messaging for multiple
formats and platforms simultaneously. This helps manage a
large volume of campaigns in general, but becomes essential
when coordinating across different regions and

user touchpoints.
6
The shopping app insights report: 2025 edition

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Instant insights for confident decisions
Product drops, campaign slumps, and changes in
UA channels—shopping marketers face constant
decisions � Adjust Growth Copilot gives you real-time
answers to questions that make it easy to take action
immediately � This AI-powered assistant transforms
complex attribution and performance data into clear,
plain-language insights � Just ask a question, and get a
direct, actionable response � No SQL, no dashboards,
no delays �
Ask real questions. Get real answers.

“
Are there any anomalies in the performance of the
push notification campaign from yesterday? ”
“
Which creatives drove the highest ROAS last week?”
“
Where are my highest-value installs coming from?” Speed meets strategy

Adjust Growth Copilot provides teams with shareable
charts and visualizations, surfaces anomalies more
quickly than traditional methods, and can compare
performance across channels and campaigns in
seconds, perfect for peak periods like Singles’ Day,
Black Friday, and Q4 campaigns �
Built for marketers on the move

Designed for speed, scale, and collaboration, Adjust
Growth Copilot simplifies planning, optimization,
and reporting � It reduces bottlenecks, frees up
time, and makes insights accessible to every team,
not just specialists � Growth Copilot also continually
learns and adapts with you, improving insights and
recommendations as new data flows in, so your
decisions also get smarter over time �
Adjust Growth Copilot is now in open beta.
Adjust Growth Copilot: Your AI partner for app growth
The shopping app insights report
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The shopping app insights report: 2025 edition

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Quick commerce becomes the baseline
From groceries to impulse buys, ultra-fast delivery apps are
conditioning users to expect speed on every channel. This
“now or never” mindset is influencing everything from ad
timing to in-app UX. Quick commerce revenue is set to reach
$195 billion by the end of 2025.
Voice commerce finds its voice
With Gen Z and Millennial users increasingly turning to

Alexa, Siri, and Google Assistant for product searches,
voice-optimized content and discovery flows are on the rise.
The voice commerce market size is projected to be $151.4
billion in 2025.
Chatbots as conversion engines
AI-powered mobile chatbots are moving beyond support.
They drive upsells, guide users through the checkout process,
and reduce churn. According to a recent study , 80% of retail
and e-commerce businesses surveyed in the U.S. already use
AI chatbots, or plan to.
Privacy-first personalization
As cookie deprecation and frameworks like Apple’s App
Tracking Transparency (ATT) reshape attribution and
measurement methodologies, brands are leaning into smart
segmentation based on aggregated datasets, contextual
targeting, and the use of next-generation measurement
and analytics solutions like incrementality, marketing mix
modeling (MMM), and predictive analytics.
DTC brands lean into mobile
Direct-to-consumer (DTC) brands are accelerating their
investment in mobile apps to build customer relationships,
harness first-party data, and personalize experiences at scale.
In the U.S. alone, established DTC brands are projected to
generate $187 billion in e-commerce sales by 2025, while
digitally native brands are forecast to bring in $40 billion.
By taking control over their app channels, these brands
can strategically optimize customer lifetime value (LTV),
increasing loyalty and profitability.
E-commerce app trends to watch
Here are five fast-moving trends redefining the
path to purchase:
The shopping app insights report: 2025 edition

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E-commerce app install and session growth
January 2023 – May 2025 (Global)
Analysis of global
e-commerce app performance
E-commerce app install and session growth
percentages by region YoY H1 2024 – H1 2025
30%
20% 10% 0%
-10%
-20%
-40% -30%
Global
13%
2% 2%
18%
27%
APAC Europe MENA
L ATA M North America
Installs
Sessions
APR 23
APR 25
M AY 2 3
M AY 2 5 JUN 23
JUL 23
AUG 23 SEP 23
OCT 23
NOV 23 DEC 23JAN 24FEB 24
MAR 24 APR 24
M AY 2 4 JUN 24 JUL 24
AUG 24 SEP 24
OCT 24
NOV 24 JAN 23
JAN 25 FEB 23
FEB 25
MAR 23
MAR 25 DEC 24
Installs
Sessions
-15%
-4% -5%
-26%
-31%
-14%
-2%
Global e-commerce app activity grew steadily in 2024, with installs
and sessions rising 16% YoY. May was the top month—installs
and sessions rose 16% and 11% compared to the yearly average.
Sessions held firm in H2, with notable spikes in November (+9%)
and December (+3%). In 2025 so far, installs and sessions dipped
notably in April before rebounding in May. Overall installs declined 14% YoY in H1 2025, but sessions climbed
2%. LATAM emerged as a clear outlier, with installs up 18% and
sessions climbing 27%. APAC also saw gains (+13% installs, +2%
sessions), while Europe, MENA, and North America experienced
slowdowns across both metrics.
In May 2025, new U.S. tariffs
increased prices on thousands
of consumer goods, with 68%
of marketers reporting changes
in their holiday strategies .
Many shoppers responded by
frontloading purchases in early
summer to avoid anticipated price
hikes. This highlights the need for
marketers to strategically time
their UA campaigns—remaining
agile enough to capitalize on
both predictable Q4 shopping
peaks and unexpected surges
in consumer intent driven by
external economic events.
The shopping app insights report: 2025 edition

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VERTICALS:
E-commerce, deal discovery, marketplace & classifieds, shopping
REGIONS:
Global, APAC, Europe, LATAM, MENA, North America�
COUNTRIES:
Brazil, DACH (Germany, Austria, Switzerland), France, India, Indonesia, Ireland, Japan,
Malaysia, Mexico, Philippines, Saudi Arabia, Singapore, South Korea, Thailand, Turkey,
United Arab Emirates (UAE), United Kingdom (U �K �), United States of America (U �S �),
Vietnam �
DATASET:
A mix of Adjust’s top 5,000 apps and the total dataset of all apps tracked by Adjust �
Our data comes from two sources, one including a list of 45 countries, and one with
approximately 250, based on the ISO 3166-1 standard �
DAT E R A N G E :
January 2023 – June 2025
RATIOS AND SHARES:
Reattribution and paid/organic are both expressed as ratios, where X:1 � In the case of the
paid/organic ratio, a value of 3 (3:1) means that for every 100 organic installs, there are 300
paid installs � Similarly, for the reattribution share, a value of 0 �7 (0 �7:1) would mean that for
every 100 total actions (installs + reattributions), there are 70 reattributions �
All dollar amounts represented are USD.
Methodology
The shopping app insights report: 2025 edition

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Marketplace apps recorded the highest
day 0 engagement with 1.86 sessions
per user.
Marketplace apps retained 24.8% of
users on day 1 globally—the highest
among all e-commerce subverticals.
Reattribution share grew globally to 0.18
in H1 2025, up from 0.14 in 2023, with
top-performing regions including the
UAE (0.4) and Turkey (0.36).
The global CPI for e-commerce
apps reached $0.99 in Q1 2025, with
marketplace and shopping apps
reaching $0.89 and $1.01, respectively.
The median number of partners per app
increased from 6 in 2023 to 7 in H1 2025,
with marketplace apps averaging 10 and
deal discovery jumping to 9.
Global e-commerce app installs rose
16% YoY in 2024.
LATAM led growth in H1 2025,
with installs increasing by 18% and
sessions by 27%.
Marketplace & classifieds accounted for
60% of global sessions but only 20% of
installs, while shopping apps comprised
76% of installs and 36% of sessions.
Key takeaways
%
16
%
27
60
7
%
0.18
1.01
24.8
1.86
$
%
The average App Tracking
Transparency (ATT) opt-in rate for
e-commerce apps was 36% in H1 2025.
BONUS
The shopping app insights report: 2025 edition

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PA RT 1
How shoppers
engage, convert,
and return
The shopping app insights report: 2025 edition

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6%
51%
17%
E-commerce app install and session growth
percentages by subvertical YoY H1 2024 – H1 2025
-20% 10%
0%
-5%
-10% -15% 5%
Installs
Sessions
Deal discovery apps recorded stable growth
in H1 2025, with installs up 6% and sessions
up 3%. Marketplace & classifieds had the
opposite pattern, with a 1% rise in installs
and a 5% boost in sessions. Shopping apps
saw installs fall 18% and sessions drop 1%,
indicating fewer but higher-quality users.
Install and sessions patterns
6%
2% 3%
1%
5%
-18%
-1%
-14%
All Deal discovery Marketplace & classifieds Shopping
The shopping app insights report: 2025 edition

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4%
37% 26%
3% 12%
69%
27%
0.2% 3%
180%
22% 33%
7%
53%
5% 3%
18%
-21%
-43%
-18% -9%
-7 9 %
-25%
48% 38%
-9% – 6%
-29%
-55%
E-commerce app performance in H1 2025 differed greatly across regions. Thailand’s activity
surged (+180% installs, +53% sessions), alongside strong gains in Brazil (+48%, +38%) and
Malaysia (+12%, +69%). On the other hand, markets like the UAE (-79%, -25%) and Saudi Arabia
(-55%, -21%) declined.
E-commerce app install and session growth
percentages by country YoY H1 2024 – H1 2025
-100% 200%
150%
100% 50% 0%
-50% Installs
Sessions
-2%
-15% -5%
11%
-3%
Indonesia
India
France
Saudi ArabiaSingapore
South Korea
Brazil
Mexico
Malaysia
Japan
Philippines
U.K. & IrelandTu r ke y
Thailand
U.S.
UAE
Vietnam
TIPS:
• Prioritize user acquisition and
engagement tactics in markets and
verticals demonstrating sustained
demand.
• Localize your offers, creatives, and
pricing strategies for fast-growing
markets like Thailand, Brazil, and
Malaysia to match user expectations
and increase conversion rates.
• In regions impacted by tariffs and
inflation, enhance app value by
integrating features such as price
comparison tools, discounts, and
cashback services.
The shopping app insights report: 2025 edition

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This table highlights session and install
spikes for e-commerce, marketplace, and
deal discovery apps during major 2024 retail
events, compared to the yearly average.
Region/app type Black Friday Cyber MondaySingles’ DayPrime Day
Global e-commerce (Sessions)
+20% +15%+18%+2%
Global deal discovery (Sessions) +34%+2 2%+13%+5%
Global marketplace (Sessions) +11%+14%+11%+2%
LATAM e-commerce (Sessions) +37%+46%+11%+17%
MENA e-commerce (Sessions) +47%+13%+48%-
North America e-commerce (Sessions) +17%+13%-+2%
Global deal discovery (Installs) +47%+2 2%+2 2% –
LATAM e-commerce (Installs) +10%+17%+12% –
Days of interest for e-commerce and
shopping app installs and sessions
Holiday shopping picked up early
in December 2024, with deal
discovery installs increasing by 42%
on December 1 and marketplace
sessions rising 15% on December 2 �
A second spike hit mid-month, as
shoppers drove a 26% jump in deal
discovery installs on December 15 �
Post-Christmas sessions rose again
on December 27 and 29, signaling
strong interest in end-of-season sales
and self-gifting �
BONUS
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Seasonal events like Black Friday, Singles’ Day, and Cyber
Monday drive massive surges in engagement and installs,
but success depends on early preparation. Start by analyzing
last year’s top-performing campaigns and channels to guide
this year’s strategy. Identify high-value user segments and
proactively target them early in the season with engagement-
focused campaigns to build momentum and increase
conversion potential ahead of peak shopping events.
Additionally, test creatives, messaging, and ad formats

while CPIs are still manageable.
Diversify your channels to reduce saturation risk, and refine
your landing pages and deep linking flows for a streamlined
path to purchase. Lock in measurement and attribution
partners now to ensure campaign performance is accurately
tracked. By laying the groundwork early, every dollar spent
during Q4 will be backed by insight, not guesswork.
Plan now to win Q4:
Timing, testing, and targeting
The shopping app insights report: 2025 edition

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E-commerce app sessions growth
percentages Q4 YoY (Global)
E-commerce apps
Q4 2023 vs. Q4 2022:
Q4 2024 vs. Q4 2023:
Deal discovery apps
Q4 2023 vs. Q4 2022:
Q4 2024 vs. Q4 2023:
Marketplace & classifieds apps
Q4 2023 vs. Q4 2022:
Q4 2024 vs. Q4 2023:
Shopping apps
Q4 2023 vs. Q4 2022:
Q4 2024 vs. Q4 2023:
66%
-9%
-33%
-14%
2%
104%
8%
8%
E-commerce app installs growth
percentages (Global)
E-commerce apps
Q4 2023 vs. Q4 2022:
Q4 2024 vs. Q4 2023:
Deal discovery apps
Q4 2023 vs. Q4 2022:
Q4 2024 vs. Q4 2023:
Marketplace & classifieds apps
Q4 2023 vs. Q4 2022:
Q4 2024 vs. Q4 2023:
Shopping apps
Q4 2023 vs. Q4 2022:
Q4 2024 vs. Q4 2023:
21%
9%
5%
8%
-3%
42%
10%
12%
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From 2024 to H1 2025, shopping apps
consistently captured the lion’s share of
global e-commerce activity, accounting for
76% of installs and 36% of sessions. On the
flip side, marketplace & classifieds drove 60%
of sessions with just 20% of installs. Deal
discovery apps held a steady 4% share across
both installs and sessions.
E-commerce app installs and sessions by subvertical 2024 –
H1 2025 (Global)
4 %
4% 60%
20 %
36 % 76%
Sessions
Installs
Deal
discovery
Marketplace
& classifieds
Shopping
User behavior and retention patterns
The shopping app insights report: 2025 edition

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0.000.200.250.30 0.35
0.10
0.05 0.15 0.45
0.40
E-commerce app reattribution share by subvertical
2023 – H1 2025 (Global)
0
All
0.060.08 0.10.12
0.02 0.04 0.2
0.16
0.14 0.18
The overall global e-commerce reattribution share has increased consistently, rising to 0.18
in H1 2025, up from 0.14 in 2023. Shopping and marketplace apps now share the lead at 0.18,
signaling deeper investment in win-back flows. While deal discovery held steady at 0.06,
the overall uplift highlights a growing push to re-engage existing users and underscores the
importance of reattribution in the e-commerce playbook. Regionally, the uplift was led by the UAE (0.4), Turkey (0.36), and MENA (0.33), which all
showed strong increases in reattribution share. While the U.K. & Ireland remained high at 0.36,
it declined from 0.4 in 2024. India rose to 0.24, and the U.S. dipped slightly to 0.23. Japan also
saw meaningful growth, rising from 0.13 to 0.17.
E-commerce app reattribution share by region and country
2024 – H1 2025
Global
Japan
Indonesia India
APAC
Singapore
South Korea EuropeDACH
U.K. & Ireland France
L ATA M Mexico Brazil
MENA
Saudi Arabia Tu r ke y
North America UAE
U.S. 2024
H1 2025 2023
2024
H1 2025
Deal discovery
Marketplace & classifieds
Shopping
0.18
0.06
0.18
0.18 0.18
0.15 0.24
0.17 0.32
0.23
0.25 0.39
0.31 0.36
0.33 0.36 0.4
0.25
0.25
0.23
0.17
0.17 0.18
0.09
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The global paid/organic ratio for e-commerce apps rose from 0.4 in 2023 to 0.54 in H1 2025,
highlighting a growing reliance on paid UA, likely coinciding with the boost in reattributions.
Shopping apps stood out at 0.58, up from 0.41, while marketplace apps grew from 0.28 to 0.33.
Deal discovery, on the other hand, dipped slightly to 0.45, down from 0.5 in 2024. Indonesia hit a huge 1.56 paid/organic ratio in H1 2025—the only market where paid outweighs
organic. Notable increases were also seen in Turkey (0.76), Brazil (0.7), and the U.K. & Ireland
(0.68). MENA rose to 0.64, while APAC showed mixed results—Japan (0.5) and Singapore
(0.61) increased, while India dipped slightly. Europe declined to 0.46, and LATAM fell to 0.45.
The data shows a broader trend toward increased investment in paid UA, though the pace and
intensity vary by region.
0.0 0.81.01.21.4
0.4
0.2 0.6 1.8
1.6
E-commerce app paid/organic ratio by subvertical
2023 – H1 2025 (Global)
0
All
0.20.3
0.1 0.7
0.5
0.4 0.6
E-commerce app paid/organic ratio by region and country
2024 – H1 2025
Global
Japan
Indonesia India
APAC
Singapore
South Korea EuropeDACH
U.K. & Ireland France
L ATA M Mexico Brazil
MENA
Saudi Arabia Tu r ke y
North America UAE
U.S. 2024
H1 2025 2023
2024
H1 2025
Deal discovery
Marketplace & classifieds
Shopping
0.54
0.49 0.65
0.50 0.61
0.46
0.46 0.54
0.51 0.68
0.64 0.76
0.63
0.48
0.41
0.41 0.45
0.45 0.70 1.56
0.54
0.45
0.33 0.58
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Global session lengths for e-commerce apps shortened slightly to 9.89 minutes in H1 2025,
down from 10.23 in 2024. Shopping dropped to 8.92 minutes from 9.07, while deal discovery
declined for the third year in a row to 6.01. Marketplace & classifieds remained the most
engaging, at 10.69 minutes, though down from 11.17. With a higher share of paid installs seen, a
decrease in session lengths can also be expected, as organic users tend to spend more time in-
app than their paid counterparts. In H1 2025, user engagement remained steady across most markets. The U.K. & Ireland
reached 11.79 minutes, up from 11.04, France increased to 10.53, and DACH remained flat at
9.34. Increases were also recorded in Vietnam (8.84), Singapore (8.79), and Indonesia (7.54).
In contrast, the UAE and South Korea saw declines to 10.21 (-15%) and 6.19 minutes (-28%),
respectively. The Philippines experienced the steepest drop (-33%), falling from 8.12 to 5.44
minutes, and Saudi Arabia declined to 9.13.
0 468
Time in minutes
Time in minutes 10
2 14
12
E-commerce app session lengths by subvertical
2023 – H1 2025 (Global)
0
All
24 12
8
6 10
E-commerce app session lengths by region and country
2024 – H1 2025
2024
H1 2025 2023
2024
H1 2025
Deal discovery
Marketplace & classifieds
Shopping
GlobalJapan
Indonesia India
APAC
Singapore
South Korea EuropeDACH
U.K. & Ireland France
L ATA M Mexico Brazil
MENA
Saudi Arabia Tu r ke y
North America UAE
U.S. 9. 89
9. 3 2
7. 74
9. 4 0
7. 2 0
5.44 8.79
6.19 7. 2 8
8.84
11.79
8.42 8.568.55
9.1 09.13
8 .96
10.21
8.40
8.46 11.01
10.53
9. 3 4
7. 5 4
9. 89
6.01 10.69
8 .92
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22
E-commerce app sessions per user per day on day 0 by
subvertical 2023 – H1 2025 (Global)
Marketplace & classifieds apps continue to lead on early engagement, recording 1.86 sessions
per user on day 0 in H1 2025. Deal discovery followed at 1.38, showing a slight decrease from
1.39 in 2024, while shopping apps remained unchanged at 1.35. Overall, global usage held at
1.37, suggesting that onboarding performance has remained consistent YoY, despite changes in
acquisition sources. In H1 2025, Japan maintained the highest performance and grew to 1.51 sessions per user on
day 0. Brazil and Malaysia also showed notable growth, both up to 1.39. India inched up to 1.29,
and APAC stayed stable at 1.38.
E-commerce app sessions per user per day on day 0
by region and country 2024 – H1 2025
0 2
1.6
1.4 1.2
0.8 0.6
0.4 0.2 1
1.8
Global
Malaysia
Japan
Indonesia
India
APAC
Singapore
Philippines
Thailand
South Korea
Europe
Vietnam
DACH
U.K. & Ireland France
L ATA M
Mexico
Brazil
MENA
Saudi Arabia Tu r ke y
North America UAE
U.S.
0
1.6
1.2 1
0.8
0.40.6
0.2 1.4
2023
2024
H1 2025
All Deal discovery Marketplace & classifieds Shopping
2024
H1 2025
1.35
1.86
1.38 1.37
The shopping app insights report: 2025 edition

23
E-commerce app day 1 retention rate by subvertical
2023 – H1 2025 (Global)
The global day 1 retention rate for e-commerce apps landed at 13% in H1 2025, continuing a
gradual dip from 14.3% in 2023. Marketplace apps retained their edge at 24.8%, while deal
discovery ticked up to 16%. Shopping apps remained stable at 12.8%.
30%
20% 10% 0%
15%
5%
25%
2023
2024
H1 2025
All Deal discovery Marketplace & classifieds Shopping
The shopping app insights report: 2025 edition

24
In H1 2025, Japan recorded the highest day 1 retention rate at 16.4%, maintaining its global lead.
Malaysia saw the largest gain, increasing from 12.6% to 14.2%, followed by Brazil, which reached
12.6%, and Indonesia (12.2%). Singapore declined from 16.6% to 15.8%—South Korea, the U.K. &
Ireland, France, DACH, North America, and the U.S. also saw decreases.
E-commerce app day 1 retention rate by region and country
2024 – H1 2025
Global
Malaysia
Japan
Indonesia
India
APAC
Singapore
Philippines
Thailand
South Korea
Europe
Vietnam
DACH
U.K. & Ireland France
L ATA M
Mexico
Brazil
MENA
Saudi Arabia Tu r ke y
North America UAE
U.S.
0%2%
18%
14%12%
10%
6%
8%
4%
16%
2024
H1 2025
TIP
As session lengths shrink and day
1 retention dips, early engagement
is critical. Leading apps are testing
sticky features and UX hooks like
onboarding rewards, saved carts, smart
notifications, and limited-time offers
to make the first moments count and
keep users coming back.
The shopping app insights report: 2025 edition

For shopping and e-commerce apps, the path to purchase
is now multi-touch, multi-device, and increasingly shaped
by omnichannel discovery and journeys, with users jumping
between desktop web, mobile web, apps, tablets, CTV, SMS,
PC, console, and more � The challenge (and the opportunity)
is to remove friction at every step � To do this, marketers need
a deep linking solution that ensures context-aware routing
across channels, reinforces brand consistency, and takes users
straight to the right content . The deep linking experience has
to be so good that users barely notice it.
From web to app: Mobile web remains a top entry
point, especially during retail surges like Singles’ Day
and Black Friday � To capture even more—ideally long-
term—value, the goal for app marketers is to convert
these web visitors into installs � Solutions like Adjust’s
Smart Banners and web-to-app scripts power this
frictionless path � Users are guided smoothly to the
right in-app content, with banners that not only look
native to your brand but also make the transition

feel intuitive � From CTV and QR to cart: Shopping has gone
interactive � CTV is now a major discovery channel in
markets including the U �S � and Japan, and QR codes
play a major role in streamlining the journey from

CTV-to-app � They’re also essential in linking the
physical world and other digital environments, like
desktop web and SMS, to mobile apps �
Personalized journeys: Whether a shopper taps a
social ad, a link in an email, or a smart banner, the
direct-to-app experience should feel intuitive �

TrueLink deep links enable marketers to create
short, branded, all-purpose links that work across all
platforms and environments, ensuring smooth and
conversion-driven experiences that can send users to
any location in your app, from anywhere �
MULTI-PLATFORM DEEP LINKING WITH ADJUST ENGAGE AND TRUELINK
High-converting user experiences start
with smart deep linking
25
The shopping app insights report
Learn how Japanese health-
tech company Ubie worked
with TrueLink to create a high-
converting web-to-app flow �
Read the full
case study here.
CASE STUDY
Ubie reduced CPI with
Datascape’s insights and
TrueLink’s deep linking

26
PA RT 2
The price tag
on shopping
app growth
Cost per install, impression,
and click, partners per app + revenue
The shopping app insights report: 2025 edition

27
North America maintained its IPM lead through Q1 2025, rising to 5.21, alongside MENA,
which increased to 2.76. APAC remained consistent with 2024 at 3.01, while Europe’s IPM
receded to 2.77.
E-commerce app IPM by region 2023 – Q1 2025
0 6
2 1
5
4 3
E-commerce app IPM by subvertical 2023 –
Q1 2025 (Global)
Globally, e-commerce app install per mille (IPM) almost reached 3 in Q1 2025, up from 2.83 in
2024 and 2 in 2023. Shopping apps maintained stable performance at 2.75, while marketplace
& classifieds apps, which peaked at 3.73 in 2024, declined to 3.08.
0 4
3
2.5 2
1
0.5 1.5
3.5
2023
2023
2024 2024
Q1 2025 Q1 2025
AllMarketplace & classifieds GlobalAPACEurope MENANorth America
Shopping
The shopping app insights report: 2025 edition

28
North America recorded the highest e-commerce app CPC ($0.43) in Q1 2025, despite a
continued downward trend from $0.61 in 2023. Europe recovered slightly to $0.3 after dipping
to $0.28 in 2024. In APAC, CPC returned to $0.19 after a drop the previous year. MENA also
saw a rebound to $0.08, following a dip to $0.06 in 2024.
E-commerce app CPC by region 2023 – Q1 2025
0
0.7
0.3 0.2 0.1
0.6
0.5 0.4
E-commerce app CPC by subvertical 2023 –
Q1 2025 (Global)
Global cost per click (CPC) for e-commerce apps hit $0.16 in Q1 2025, up from $0.13 in 2024—
a 23% increase. Marketplace apps continued their downward trajectory, dipping to $0.12 from
$0.13, while shopping apps saw a 25% rise, climbing from $0.12 to $0.15. These shifts reflect
changing competition dynamics and ad pricing as the share of paid increases across the board.
0
0.2
0.16 0.14 0.12
0.08 0.06
0.04 0.02 0.100.18
2023
2023
2024 2024
Q1 2025 Q1 2025
AllMarketplace & classifieds
$USD
$USD
Global APACEurope MENANorth America
Shopping
The shopping app insights report: 2025 edition

29
E-commerce app CPI by subvertical 2023 –
Q1 2025 (Global)
After two years of decline, the median cost per install (CPI) for e-commerce apps ticked just
under the dollar mark ($0.99) in Q1 2025. Marketplace apps drove this trend with the steepest
drop (to $0.89), while shopping apps edged up to $1.01. The CPI split points to changes in how
budgets are being allocated across subverticals, with some app types scaling back while others
ramp up.
0
1.4
1
0.8 0.6
0.2
0.4 1.2
2023
2024
Q1 2025
All Marketplace & classifieds
$USD
Shopping
The shopping app insights report: 2025 edition

30
CPI in APAC saw the steepest slide, dropping over a third in two years to $0.9. Europe cooled to
$1.66, while North America remained the priciest and edged back up to $2.7.
E-commerce app CPI by region 2023 – Q1 2025
0
3.5
1.5 1
0.5 3
2.5 2 2023
2024
Q1 2025
$USD
Global APACEurope MENANorth America
TIP
Re-evaluate UA quality over quantity.
While CPIs have declined overall,
increases in some markets and
subverticals indicate a shift toward
more selective, high-intent acquisition
strategies. Rather than chasing the
lowest cost, prioritize channels that
consistently deliver engaged, high-

LT V u s e r s .
The shopping app insights report: 2025 edition

31
E-commerce app CTR by subvertical 2023 –
Q1 2025 (Global) E-commerce app CTR by region 2023 – Q1 2025
0%
0%1%
All
Global
Europe
1% 1.5%
0.5% 2.5% 3%
2%
2% 2023
2023
2024 2024
Q1 2025 Q1 2025
APAC
MENA
Marketplace
& classifieds
Shopping North
America
All global click-through rate (CTR) benchmarks for e-commerce apps held steady at 2% across
subverticals from 2023 through Q1 2025. This flat trend suggests that while user acquisition
costs and behaviors continue to shift, clicks are stable, pointing to a consistent equilibrium
between creative performance, targeting precision, and user behavior. North America bounced back to 3% CTR in Q1 2025, matching 2023 after a drop in 2024.
MENA hit a new high of 2.5%. APAC and Europe, however, saw dips compared to 2024,

landing at 1% and 1.5%, respectively. These shifts reinforce the importance of fine-tuning
creatives, placements, and strategy when localizing.
The shopping app insights report: 2025 edition

32
E-commerce app CPM by subvertical 2023 –
Q1 2025 (Global) E-commerce app CPM by region 2023 – Q1 2025
0
024 6810 12
All
Global
Europe
1 1.5
0.5 3.5
3
2.5 16
14
2 2023
2023
2024 2024
H1 2025 Q1 2025
APAC
MENA
Marketplace
& classifieds
Shopping North
America
E-commerce app cost per mille (CPM) peaked in 2024 at $2.38 before dipping to $2.11 in
Q1 2025, down but still above 2023’s $1.96. Marketplace & classifieds had the highest rates
throughout, while shopping followed a similar pattern with lower overall values. The drop
in early 2025 may reflect a recalibration of ad strategies, shifting from premium bidding
environments in 2024 (particularly the last quarter) to more cost-efficient channels and
partners. As usual, CPM trends take distinct paths when analyzed by region. North America saw a drop
from $13.63 in 2023 to $9.58 in Q1 2025, while Europe dipped from $5.39 to $4.48. APAC
rebounded slightly to $2.99 after a low of $2.6 in 2024. MENA rose steadily YoY, reaching $1.46.
$USD $USD
The shopping app insights report: 2025 edition

33
0
12
2
4
10
86 2023
2024
H1 2025
E-commerce apps expanded their partner mix in H1 2025, averaging 7 partners per app,
up from 6 in 2023. Deal discovery apps made the largest leap, jumping from 7.3 to 9, while
marketplace & classifieds edged up to 10. Shopping apps maintained their position, hovering
around 6. The data represents the different approaches taken to channel diversification across
e-commerce subverticals, as each category adapts its partner mix to support distinct user
acquisition goals.
E-commerce partners per app by subvertical 2023 –
H1 2025 (Global)
All Marketplace & classifieds
Deal discovery Shopping
The shopping app insights report: 2025 edition

34
E-commerce partners per app by region and country
2024 – H1 2025
Global
Japan
Indonesia
India
APAC
SingaporeSouth Korea Europe
DACH
U.K. & IrelandFrance
L ATA M Mexico
Brazil
MENA
Saudi Arabia Tu r ke y
North America UAE
U.S.
02
18
1412
10
6
8
4
16
2024
H1 2025
Partner counts varied across markets in H1 2025. Indonesia added the most, growing from
11.7 to 15.6 partners per app, with increases in the U.S. (9.2), the U.K. & Ireland (8.9), and Saudi
Arabia (8.8) all reflecting a trend toward diversification. At the same time, however, partner
counts declined in several APAC markets, including Japan, Singapore, and South Korea,
contributing to a regional drop from 9 to 8.2. Mexico and Brazil also recorded decreases.
TIP
Identify and double down on your
highest-ROI partners. Even short-term
A/B tests can help uncover emerging
or niche networks that reach untapped,
high-value audiences. Focus on
partners that drive strong performance
and also have the capacity to support
sustained growth, delivering both
quality users and sufficient volume.
The shopping app insights report: 2025 edition

35
Globally, the average revenue per monthly active user (ARPMAU) decreased from $8.7 in 2023
to $7.8 in 2024. Most markets, however, saw gains—including LATAM, which rose to $16.59, as
well as countries like Thailand ($14.05), Vietnam ($12.7), and Mexico ($13.3). Strong growth in
APAC also came from Malaysia ($13.54), South Korea ($12.77), Japan ($12.94), and Singapore
($10.74). In contrast, Brazil declined to $7.47, while revenue in North America remained flat.
E-commerce app ARPMAU by region and country 2023 – 2024
Global
JapanMalaysia Philippines
Indonesia
India
APAC
SingaporeSouth Korea ThailandVietnam
EuropeDACH
U.K. & Ireland France
L ATA M Mexico
Brazil
MENA
Saudi Arabia
Tu r ke y
North America UAE
U.S.
02
18
1412
10
6
8
4
16
2023
2024
$USD
TIP
With ARPMAU climbing in APAC and
several parts of LATAM, it’s a strong
moment to test monetization across
segments, from localized offers to
loyalty perks, tiered pricing models,
and even in-app advertising. Diverse
monetization models make it possible
to transform multiple user types into
high-value customers.
The shopping app insights report: 2025 edition

36
Shopping apps in 2025 are navigating a landscape defined
by shifting consumer behaviors, economic challenges, and
accelerating innovation � The apps that will thrive are those
that anticipate user needs, adapt quickly across omnichannel
journeys, and leverage AI-driven insights to enhance every
interaction �
Success depends on building frictionless paths to conversion,
from intuitive web-to-app experiences and QR code
integrations to meaningful personalization � Prioritizing high-
intent, engaged users through targeted user acquisition,
dynamic creative optimization, and smart re-engagement
strategies is critical for sustainable growth � Whether you’re
tackling a high-growth market like LATAM, MENA, or INSEA,
or expanding your presence in a mature sector like APAC,
Europe, or North America, one factor remains—localization
is essential to maximizing revenue potential and user
satisfaction � To sustain year-round growth, marketers must focus not
only on peak seasonal moments but also on strategic re-
engagement between high-traffic periods � Implementing
loyalty programs, subscriptions, and tailored retention tactics
ensures a steady revenue stream and keeps users returning
long after initial conversion � Maximize efforts during key
dates like Q4 while also growing lasting momentum �
Adjust equips you with next-gen attribution and
measurement solutions designed to build trust and deliver
user-centric experiences, keeping you ahead in this
competitive environment � From deep linking and Smart
Banners with TrueLink to real-time answers and insights
provided by Adjust Growth Copilot, we empower you
to make informed, agile decisions and drive meaningful,
measurable app growth �
CONCLUSION
Build the future of e-commerce and
shopping apps today
Request a demo
Ready to streamline your
strategy, reach high-value
shopping app users, and
drive scalable app growth?
The shopping app insights report: 2025 edition

ABOUT ADJUST
Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers
around the world to measure and grow their apps across platforms.
Adjust works with companies at every stage of the app marketing
journey, from fast-growing digital brands to brick-and-mortar
companies launching their first apps. Adjust’s powerful measurement
and AI-powered analytics solutions provide visibility and insights, while
deep linking and engagement solutions help to drive ROI.
adjust.com
Learn more about Adjust at:
www.adjust.com
@adjustcom