eCommerce app installs grew 10% this year

Anne Freer | November 22, 2021

App Business

Global installs of eCommerce apps grew 10% in 2021 compared to 2020, and sessions were up 12% year-on-year spelling good news for developers and retailers this holiday season.

That’s according to new data released by mobile marketing analytics platform Adjust in collaboration with SensorTower.

The latest eCommerce app report found that installs rose highest in the EMEA region (15%), followed by LATAM (11%) and APAC (9%).

App downloads are, no doubt, rising due to ongoing lockdowns and pandemic fears.

Average monthly active users among the leading 150 eCommerce apps rose 35% from 14 million in Q1 2019 to 18 million in Q3 2021.

Shopee was the world’s leading eCommerce app with Brazil being a major market for the app.

“Mobile has emerged as the leader in e-commerce,” said Paul H. Müller, co-founder and CEO of Adjust. “What’s most impressive is that e-commerce apps have managed to retain the users they’ve acquired while continuing to grow and acquire even more new customers. It’s a testament to mobile’s ability to provide convenient and user-optimized experiences. Retaining loyal customers will set brands up for continued growth throughout the holiday season, into the new year.”

The report also revealed in-app session jumped 27% in 2021, compared to 12% globally. Sessions rose 10% in APAC and a little more in EMEA at 13%.

India ranked as a leading market for mCommerce where downloads have jumped from 317 million in 2020 to 470 million in 2021, a rise of 49%. Amazon and Flipkart were among the dominant apps in the country.

But with Apple’s App Tracking Transparency opt-in rate now reaching around 17%, higher than previous industry projections, its effects remain to be seen.

Meanwhile, retention rates jumped in Q2 2021, up 26% compared to 21% in Q1.

“Mobile commerce has finally expanded beyond the core shopping markets to become a global phenomenon, with LATAM and APAC exploding in growth,” said Randy Nelson, Head of Mobile Insights at Sensor Tower. “Meanwhile, trailblazers in the e-commerce space continue to build their user bases in well-established markets like the U.S. and China. Expect retail giants and newcomers alike to thrive on digital channels during the upcoming shopping holidays.”

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