UK Marketing Shopping App Trends 2023: Consumers Expected to Spend 50 Billion Hours in Apps

In the wake of the Covid-19 pandemic, shopping apps have witnessed a remarkable uptick in usage that continues even after the lockdowns have ended.

Surprisingly, Android users are projected to collectively spend 50 billion hours using shopping apps in 2023, marking a 42% surge compared to the previous year. This significant shift in consumer behavior indicates a lasting preference for the convenience of mobile shopping.

The Driving Forces Behind the Surge

A recent report reveals that this surge in mobile shopping can be largely attributed to companies that have embraced a mobile-centric approach. Among the sectors experiencing substantial growth are retailers, supermarkets, and pharmacies.


Additionally, buy-now-pay-later (BNPL) apps also gained momentum, albeit with a minor dip in the first half of 2023 after a remarkable ascent.

A Closer Look at Successful Shopping Apps

What distinguishes a successful shopping app from the rest? To understand this, we need to examine the top 10 shopping apps, which set themselves apart by offering a comprehensive array of features compared to their counterparts in the top 30. These features encompass third-party payment options, curated shopping content, daily or hourly deals, buy-now-pay-later functionality, and member rewards programs.

Users and Engagement: A Growth Trajectory

From the first half of 2022 to the corresponding period in 2023, nine out of the top 10 shopping apps saw substantial growth in global time spent. Notably, eCommerce giants such as SHEIN, AliExpress, and Temu played a pivotal role in driving this growth.


Temu, in particular, demonstrated remarkable momentum in 2023, surpassing SHEIN to become the leading app by global downloads across both iOS and Google Play in August 2023.

Dominance in the Mobile Shopping Landscape

Several of these top apps secured a place in the top 10 shopping apps list based on total time spent during the first half of 2023, reaffirming their dominance within the mobile shopping landscape.

These apps not only attracted a large user base but also succeeded in keeping them engaged for extended periods, showcasing their dominance in the mobile shopping industry during this timeframe.


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Key Takeaways

• Shopping apps continue to thrive post-pandemic, with Android users projected to spend 50 billion hours in 2023, reflecting a 42% increase.
• Leading shopping apps excel by offering third-party payments, curated content, deals, BNPL functionality, and member rewards.
• The top 10 shopping apps exhibit substantial growth, with Temu emerging as the global leader in downloads. This demonstrates the dynamic and competitive nature of the mobile shopping market.