On August 18, Adjust released its 2025 Shopping App Market Report, documenting the strategic shift in how brands in the Asia- Pacific (APAC) region and globally approach user acquisition (UA).
While e-commerce app installs fell 14% year-over-year globally in the first half of 2025, sessions increased by 2%. This means that while the app is attracting fewer new users, it is successfully driving engagement from existing users.
This is further confirmed by the 29% increase in global reallocation of e-commerce applications in the first half of 2025 compared to 2023. It can be seen that brands are increasing investment in reconnection strategies with existing users, no longer focusing only on attracting new users.
Adjust’s report shows significant regional shifts in mobile e-commerce growth trends. While mature markets such as Europe, North America, and MENA saw slowing growth due to market saturation and changing consumer behavior, Asia- Pacific (APAC) led the way with a 13% increase in installs and a 2% increase in sessions year-over-year.
“Globally, and especially in APAC, we are seeing growth not only in the size but also in the maturity of the mobile e-commerce market,” said April Tayson, Regional Vice President INSEAU at Adjust.
From 2024 to the first half of 2025, shopping apps will account for more than 75% of all global e-commerce installs, but will only contribute 36% of total sessions – indicating a large proportion of users are not maintaining their engagement after installation. In contrast, marketplace apps – despite accounting for only 20% of installs – will generate 60% of sessions, reflecting their superior ability to retain and re-engage users.
The average session duration of e-commerce applications also tends to decrease, to only 9.89 minutes in the first half of 2025, compared to 10.23 minutes in 2024. The marketplace application group alone continues to lead with the highest average session duration, reaching 10.69 minutes.
According to Q1/2025 data, the global cost per install (CPI) for e-commerce apps is $0.99, with shopping apps recording a CPI of $1.01, higher than marketplace apps at $0.89. While the cost of acquiring new users continues to increase, click-through rates remain stable at 2% globally, indicating even user engagement across channels.
The report highlights the importance of building seamless experiences across platforms, with mobile web emerging as a high-intent touchpoint, requiring a smooth and seamless transition from web to app. In the first half of 2025, each shopping app will partner with an average of seven advertising partners, up from six in 2023, reflecting the growing emphasis on channel diversification by brands.
Source: https://doanhnghiepvn.vn/chuyen-doi-so/kinh-te-so/cac-ung-dung-mua-sam-hut-nguoi-dung-nho-ai/20250818114629180
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