Analytics company Adjust has released its Shopping App Insights Report: 2025 Edition, shedding light on the evolving strategies behind mobile commerce apps. The report, based on data from the first half of 2025, shows a notable shift away from broad user acquisition tactics towards more targeted engagement strategies, powered by artificial intelligence and deeper personalisation.
Globally, shopping app installs fell by 14% year-on-year, yet user sessions increased by 2%. This suggests that while fewer users are installing shopping apps, those who do are spending more time using them. Reattribution rates for e-commerce apps also grew by 29%, indicating that brands are focusing more on re-engaging existing users rather than acquiring new ones. This points to a more mature approach to user retention, with long-term engagement seen as a higher-value outcome than scale alone.
Asia-Pacific leads in mobile commerce growth
Asia-Pacific (APAC) was the only region to record a double-digit increase in shopping app installs during the period, with a 13% year-on-year rise. User sessions also grew by 2%, outpacing other regions such as Europe, North America, and the Middle East and North Africa (MENA), where growth has slowed due to market saturation and changing consumer habits.
“Globally and across APAC, we are seeing a mobile commerce landscape that is not only growing, but is also maturing,” said April Tayson, Regional Vice President for INSEAU at Adjust. “The most successful shopping apps are those that blend AI-powered targeting with consistent, meaningful experiences across every touchpoint. This is where building trust and engagement that lasts well beyond the install comes in.”
The report highlights that brands in the region are increasingly investing in AI to better target and retain users. This includes personalised recommendations, behavioural insights, and gamified experiences that drive higher retention and purchase intent.
Marketplace apps outperform traditional e-commerce
Marketplace apps have shown greater success in sustaining user interest. Although they made up just 20% of installs globally from 2024 to mid-2025, they accounted for 60% of all shopping app sessions. These apps also recorded the longest average session time at 10.69 minutes, compared to 9.89 minutes for e-commerce apps, which declined from 10.23 minutes in 2024.
User retention metrics further reinforce this trend. Marketplace apps saw 25% Day 1 retention rates, while e-commerce apps fell by 13% in the same metric, reflecting the stronger appeal and stickiness of marketplace offerings.
Acquisition costs rise as cross-channel strategies expand
As shopping apps compete in a more crowded and sophisticated digital landscape, costs per install (CPI) are rising. In Q1 2025, e-commerce apps averaged US$0.99 per install. Shopping apps came in slightly higher at US$1.01, while marketplace apps remained more cost-efficient at US$0.89. Despite these higher acquisition costs, global click-through rates held steady at 2%, indicating stable user interest.
Cross-platform strategies have also become more important. Mobile web continues to be a key entry point for users, and the report notes that web-to-app flows need to be as frictionless as possible to convert these high-intent visits. On average, shopping apps worked with seven partners in H1 2025, up from six in 2023, reflecting a growing focus on diversified acquisition channels.
