SINGAPORE, August 23, 2024 – The mobile shopping revolution is in full swing as global shopping app installs surged by an impressive 61% year-over-year (YoY) in the first half of 2024, according to the latest report from Adjust, a leading measurement and analytics company. This growth outpaces the overall e-commerce sector, which saw a 25% increase in installs and a 13% rise in sessions YoY. APAC emerged as the frontrunner in this surge, driven by the rise of retail media networks, next-gen digital shopping experiences, and the widespread adoption of mobile wallets.
Transforming the Shopping Experience
“Shopping apps are transforming how consumers interact with brands and make purchases,” noted Tiahn Wetzler, Director of 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.”
As the Q4 shopping season approaches, these insights are crucial for marketers aiming to optimize their campaigns for the upcoming period of hyper-growth.
APAC’s Role in the Global Shift
APAC’s influence is undeniable. A 2023 survey by InMobi highlighted that 73% of respondents in Indonesia, Singapore, and the Philippines plan to combine in-person and mobile shopping during Q4. Adjust’s data supports this, showing that app installs peaked on October 17 and 18, 2023, exceeding the daily average by 40% and 41%, respectively.
The report reveals that e-commerce app session lengths in APAC averaged 10 minutes, slightly below the global average of 10.5 minutes. However, the region outperformed North America and LATAM in Day 1 retention rates, boasting a 15% rate compared to 11% and 14.4% in these regions, respectively.
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Key Insights for E-commerce Marketers
The Adjust report provides valuable insights for e-commerce app marketers and developers. Noteworthy highlights include:
- Increased Partner Collaboration: APAC apps had the highest number of partners per app, rising from 10.7 in 2023 to 11.8 in H1 2024.
- Revenue Growth: In-app revenue for e-commerce apps surged by 36% YoY, with Android devices accounting for 60% of global in-app revenue. The biggest revenue spikes occurred in Q4, with November and December revenues 34% and 22% higher than the monthly average, respectively.
- Improved Campaign Effectiveness: The global median installs per mille (IPM) increased from 1.94 in 2023 to 2.28 in H1 2024. APAC showed a significant jump from 1.53 to 3.06, underscoring the region’s enhanced ad campaign effectiveness.
Navigating the Future of Shopping Apps
“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 Wetzler. “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.”
April Tayson, Regional Vice President for INSEAU at Adjust, emphasized the importance of sharpening campaign strategies, particularly in APAC, where countries like Indonesia, Malaysia, the Philippines, Singapore, and Vietnam spend considerable time within apps. “This trend presents a significant opportunity for businesses to capitalize on, which will likely grow even further in the foreseeable future,” she added.
For an in-depth look at these findings and more, the full report is available for download [here].
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