Adjust’s Shopping App Insights Report: 2025 Edition reveals a significant shift in user acquisition (UA) strategies, with brands leveraging AI for smarter targeting on shopping apps. Despite a 14% decline in global e-commerce app installs YoY in H1 2025, user engagement increased, with sessions rising by 2%. The report highlights a growing investment in re-engaging existing users, as indicated by a 29% increase in global reattribution share.
Key insights show that Latin America leads m-commerce growth with 18% install and 27% session increases, while mature markets face saturation. Marketplaces, capturing 60% of sessions with only 20% of installs, demonstrate stronger user loyalty compared to e-commerce apps.
The report also notes rising costs, with a global CPI of $0.99 for e-commerce apps. Emphasizing cross-platform integration, Adjust states that keeping a frictionless web-to-app flow is essential for sustained growth in the mobile commerce landscape.
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