The mobile commerce landscape is undergoing a significant transformation. Businesses and entrepreneurs must adapt to these changes. A new report from Adjust, an AppLovin company, highlights a pivotal shift. This shift focuses on AI-powered strategies and smarter user targeting for shopping apps. It indicates a move away from mass acquisition towards engaging higher-value customers. This evolution reshapes how brands approach growth and customer loyalty.
The Evolving Landscape for Shopping Apps
Adjust’s latest report, “The Shopping App Insights Report: 2025 Edition,” reveals critical trends. Overall app installs saw a global decline of 14% year-over-year in H1 2025. However, session engagement tells a different story. Sessions increased by 2% globally during the same period. This indicates that while fewer users are installing new apps, those who do are more engaged. Consequently, marketers are refining their user acquisition (UA) strategies. They now prioritize quality over pure volume.
Furthermore, the reattribution share for e-commerce apps surged by 29% in H1 2025 compared to 2023. This significant increase underscores a growing investment. Brands are focusing on re-engaging their existing user base. This contrasts with a sole focus on new user acquisition. In 2025, installs and sessions notably dipped in April. They then rebounded strongly in May. This volatility requires agile marketing responses.
AI’s Impact on Smarter User Targeting
Artificial intelligence (AI) plays a crucial role in this strategic shift. AI-powered analytics allow brands to identify and target higher-value users more effectively. This ensures marketing efforts reach the most receptive audience. Tiahn Wetzler, Director of Content & Insights at Adjust, emphasizes trust. “Successful apps create experiences that are relevant, respectful, and consistent,” Wetzler states. Building real value with every impression, click, and session is paramount. This approach moves beyond mere speed or better targeting. It cultivates lasting growth and user loyalty.
Brands are leveraging AI to understand user behavior deeply. They can predict future actions. This enables personalized campaigns. Therefore, marketing spend becomes more efficient. This focus on smarter user targeting benefits both users and businesses. Users receive more relevant content. Businesses achieve higher conversion rates and improved ROI. The integration of AI tools streamlines the entire app marketing journey.
Regional Dynamics and Growth in Mobile Commerce
The report also highlights significant regional shifts in mobile commerce growth. Emerging markets are leading the charge. Latin America, for instance, showed impressive growth. It saw an 18% increase in installs and a 27% rise in sessions year-over-year in H1 2025. Similarly, the APAC region demonstrated strong momentum. It recorded increases of 13% in installs and 2% in sessions. These regions present substantial opportunities for app marketers.
In contrast, mature markets experienced slowdowns. This includes Europe, MENA, and North America. These regions suggest market saturation. Consumer behaviors are also evolving. Consequently, strategies for these markets must differ. Marketers might focus more on retention and re-engagement here. Meanwhile, acquisition efforts can be more aggressive in high-growth emerging markets. Understanding these regional nuances is vital for global success in shopping apps.
Marketplaces Versus E-commerce Shopping Apps
A notable finding concerns the performance of different app types. Shopping apps accounted for over three-quarters of global e-commerce installs from 2024 to H1 2025. However, they generated only 36% of sessions. This reveals a gap in sustained user engagement. Conversely, marketplace apps drove 60% of sessions. They achieved this despite representing only 20% of installs. This data suggests marketplaces are more effective at retaining user attention.
Session lengths further support this trend. E-commerce app session lengths shortened in H1 2025. They averaged 9.89 minutes, down from 10.23 minutes in 2024. Marketplace apps, however, posted the longest average at 10.69 minutes. Moreover, marketplace apps led with 25% Day 1 retention. E-commerce apps saw a 13% drop. These figures indicate marketplaces excel at fostering user loyalty. They offer a diverse range of products and services, which likely contributes to longer engagement.
Cost Dynamics and Omnichannel Success for Shopping Apps
Acquisition costs reflect market evolution. The global cost per install (CPI) for e-commerce apps reached $0.99 in Q1 2025. Specifically, shopping apps commanded $1.01. Marketplace apps were slightly lower at $0.89. Despite these rising acquisition costs, click-through rates (CTR) remained steady at 2% globally. This consistency suggests user engagement across various channels remains strong. Marketers must balance acquisition costs with effective targeting.
Cross-platform integration is increasingly critical for omnichannel success. Mobile web emerges as a high-intent entry point. Therefore, frictionless web-to-app flows are essential. Shopping apps averaged 7 partners per app in H1 2025. This is an increase from 6 partners in 2023. This reflects increased channel diversification strategies. Brands are building cohesive user journeys across all touchpoints. This ensures a seamless and consistent experience for consumers. Ultimately, this approach drives higher return on investment.
Adjust, an AppLovin (NASDAQ: APP) company, provides powerful measurement and AI-powered analytics solutions. These tools offer crucial visibility and insights. Deep linking and engagement solutions further help drive ROI for marketers globally. Adjust works with companies at every stage, from digital brands to traditional businesses launching their first apps. The insights from their latest report offer a clear roadmap. They show how businesses can thrive in the dynamic mobile commerce landscape. Adapting to these AI-driven strategies is key for future growth.
Frequently Asked Questions (FAQs)
Q1: What is the main finding of Adjust’s Shopping App Insights 2025 report?
The report highlights a strategic shift in mobile commerce. It shows declining app installs but rising session engagement globally. This indicates a focus on higher-value users through AI-powered strategies and smarter targeting for shopping apps.
Q2: How is AI transforming user targeting for shopping apps?
AI enables smarter targeting by helping brands identify and engage higher-value users. It allows for more relevant, respectful, and consistent user experiences across every touchpoint, leading to better ROI and sustained growth.
Q3: Which regions are leading mobile commerce growth according to the report?
Latin America and APAC demonstrated significant growth in both installs and sessions in H1 2025. In contrast, mature markets like Europe, MENA, and North America experienced slowdowns.
Q4: What is the key difference in user engagement between marketplace and e-commerce shopping apps?
Marketplace apps, despite fewer installs, drive significantly more sessions and boast longer average session lengths and higher Day 1 retention rates compared to traditional e-commerce apps. This suggests marketplaces are better at sustaining user loyalty.
Q5: Why is cross-platform integration important for shopping apps?
Cross-platform integration is crucial for omnichannel success. It ensures seamless user experiences from mobile web to app. This creates frictionless journeys, reflecting increased channel diversification strategies among brands.
