Adjust Unveils AI-Driven Strategies for Enhanced Shopping App Evolution and Targeted User Engagement

Adjust has released The Shopping App Insights Report: 2025 Edition, highlighting a strategic pivot in user acquisition (UA) for shopping apps. As brands leverage AI for smarter targeting, e-commerce app installs fell 14% YoY in H1 2025, though overall sessions increased by 2%. This transition showcases a focus on higher-value, engaged users, with reattribution share rising by 29% over 2023.

Emerging markets like Latin America saw significant increases in installs (18%) and sessions (27%), while mature markets experienced slowdowns, indicating saturation. Marketplace apps are outperforming, contributing to 60% of sessions despite accounting for only 20% of installs and achieving a 25% Day 1 retention rate.

Additionally, cross-platform integration and enhanced partnerships are vital for success. With a global CPI of $0.99 for e-commerce apps in Q1 2025, Adjust emphasizes the importance of building trust and delivering value to drive ROI.

For deeper insights, view the full report here.

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