Adjust has released its 2025 Shopping App Insights Report, detailing trends in user acquisition and engagement across the global app commerce sector, with a particular emphasis on market changes in the Asia-Pacific (APAC) region.
Shift in user acquisition strategy
The report highlights a marked shift among brands toward user acquisition strategies prioritising quality over sheer quantity. Rather than focusing solely on driving high numbers of installs, brands are increasingly leveraging AI-powered targeting and smarter engagement tactics to secure loyalty from high-value, engaged users.
Globally, the report notes a 14% year-on-year decline in eCommerce app installs in the first half of 2025. Despite this drop, user engagement indicated by app sessions has risen by 2%, suggesting that apps are now attracting fewer, but more involved users.
Reattribution efforts have also risen sharply, with the global reattribution share for eCommerce apps up by 29% compared to 2023. This development points to a pronounced focus among brands on re-engaging existing users, rather than purely targeting new customer acquisition.
APAC leads global m-commerce growth
APAC has outperformed other regions in terms of mobile commerce growth. While installs and engagement in areas such as Europe, North America, and the Middle East and North Africa (MENA) have slowed, APAC saw a 13% increase in app installs and a 2% rise in sessions year-on-year.
“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.”
Marketplace apps achieving stronger engagement
The report finds marketplace apps increasingly successful in securing user loyalty. From 2024 to the first half of 2025, shopping apps made up more than three-quarters of all eCommerce installs globally, yet accounted for only 36% of user sessions. By contrast, marketplace apps, despite representing just 20% of installs, drove 60% of sessions and recorded the longest average session duration – 10.69 minutes, compared to 9.89 minutes for eCommerce apps globally.
In terms of Day 1 retention, marketplace apps led with 25%, while eCommerce apps experienced a 13% drop in early user retention. The difference underscores the stronger engagement and loyalty facilitated by marketplace-focused platforms.
Cost per install differences
The report details current cost dynamics, with the global cost per install (CPI) for eCommerce apps at USD $0.99 in Q1 2025. Shopping apps generally commanded a higher CPI of USD $1.01, while marketplace apps came in lower at USD $0.89. Even amid these rising acquisition costs, the click-through rate was unchanged at 2% globally, reflecting stable user engagement across acquisition channels.
Emphasis on cross-platform and omnichannel strategies
Further analysis in the Adjust report stresses the importance of cross-platform integration. Mobile web, in particular, has become a prominent entry point, with seamless web-to-app flows deemed essential for sustained engagement. The average number of partners per shopping app increased to seven in the first half of 2025 from six in 2023, suggesting brands are increasingly pursuing diversified, omnichannel approaches to reach and retain users.
The report describes how mature markets are seeing a plateau in growth, causing brands to develop strategies focused on consolidating user trust and providing cohesive experiences rather than relying on pure acquisition metrics.
This year’s edition of The Shopping App Insights Report provides a detailed account of shifting priorities in the m-commerce sector, highlighting both global and regional nuances as the industry continues to adapt to new consumer behaviours and technological advancements.
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