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.
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.”