Discover intuitive data insights and gain a deep understanding of the latest trends to fuel your e-commerce app strategy and stay ahead in the digital marketplace.
Enhance your market research with our 2023 Global E-commerce Market Report . Discover intuitive data insights and gain a deep understanding of the latest trends to fuel your e-commerce app strategy and stay ahead in the digital marketplace.
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In 2020, an impressive surge was observed in shopping app downloads on both Google Play and the App Store. This was primarily due to the impact of COVID-19 and the shift towards online shopping. The influence of the pandemic has had a lasting effect on the direction of long-term mobile e-commerce trends.
However, the digital boom that followed the pandemic has since evolved into a broad economic slowdown. This downward trend in the first half (H1) of 2023 on Google Play can be linked to consumers returning to physical stores and a rising preference for sustainable and ethical shopping practices.
Despite the current YoY growth on Android not being robust, the e-commerce sector is anticipated to continue its path of steady progress.
Amid global market volatility, shopping app downloads on iOS have managed to sustain a steady download rate since the COVID-induced surge in the first half (H1) of 2023.
E-commerce apps have successfully demonstrated their value to the influx of new users, resulting in a high retention rate. It's important to note that iOS apps generally exhibit a higher retention rate than their Google Play counterparts, which could account for the consistent download figures over time. The emergence of new players in the market, such as Temu, also plays a significant role in this trend.
In the race of shopping apps, Temu has emerged as the frontrunner in the US, surpassing Amazon, Walmart, Etsy, and Target in H1 2023 downloads. Shein, another rapidly growing app from a Chinese parent company like Temu, holds the second position in terms of most downloaded shopping apps.
In 2023, Amazon's US downloads saw a decrease of 1.3M, while traditional brick-and-mortar retailer Walmart experienced a growth of 382K downloads. This suggests that Walmart's e-commerce strategy has been successful, despite both companies having similar growth rates in 2022.
Another app, Shop, which integrates various brands, is closely following with 5.1M downloads, providing users a consolidated platform to interact with their preferred brands. In the US sneaker app market, Nike has taken the lead with a remarkable 4.4M iOS downloads this year.
Poshmark, however, finds itself at the end of the list, with resellers expressing concerns about falling sales. This might be a result of the recent launch of Poshmark live shows, which has heightened competition within the platform.
While online e-commerce titans like Amazon and AliExpress continue to dominate the global online shopping landscape, they no longer hold the top spots in many of the swiftly expanding e-commerce markets on iOS. Notably, SHEIN has significantly improved its position during the first half of 2023, jumping from 82 million downloads to 116 million, and now holds the #1 rank.
Meesho sits in second place, despite a decrease of approximately 39 million downloads compared to the previous year. Shopee, the e-commerce app from Singapore, has fallen from the Android top charts in H1 this year.
Temu, launched in August 2022, quickly climbed to the top charts at the start of 2023. This Chinese e-commerce app has rapidly overtaken AliExpress and Amazon India in terms of downloads and appears to be increasingly popular on the Play Store.
Temu, a Chinese e-commerce app developed by PDD Holdings, has marked a significant achievement by securing a spot among the top 10 global apps on both the App Store and Google Play for the first time.
Since its launch in autumn 2022, Temu's popularity has been consistently rising. By July 2023, the app had garnered an impressive 30 million global downloads. This success can be attributed to its use of gamification elements and personalized purchase recommendations provided by the app.
On Google Play alone, Temu's monthly downloads saw a dramatic surge of more than 12M in July. This could be a result of the app being featured on the Play Store's "Editor's Choice". Google Play Editors select apps that adhere to a robust ASO strategy, feature visually engaging app creatives, regular updates, and compliance with Google Play regulations.
Temu effectively uses custom product pages (CPPs) to capture the attention of store visitors. In its CPP, Temu displays screenshots that highlight Black Friday deals, new arrivals, and its commitment to superior customer service by prominently featuring a 24/7 support option.
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Temu's default page screenshots are specifically targeted towards students and parents preparing for the upcoming school year. They are capitalizing on the back-to-school season and astutely aligning their product page with seasonal offerings for students.
Interestingly, Temu's CPP appears for competitive-specific keywords such as "buybuy baby," "kid footlocker," and "patpat." This suggests the app's strategy to provide an alternative offering to top competitors.
In the first half of 2023, brand searches for online retail apps in the US have shown better performance in terms of downloads on iOS.
Several Asian e-commerce apps have their own brand terms among the top keywords for downloads. Apps like "shein," "aliexpress," and "temu" have experienced increased downloads from 2022 to 2023 (H1).
Contrastingly, some of the largest marketplaces like Amazon, eBay, and Walmart have witnessed a decline in keyword popularity on the App Store during the same time period.
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