Adjust, an AppLovin company, highlights a significant transformation in app user acquisition strategies with the advent of artificial intelligence (AI) in shopping apps. AI enables brands to adapt to consumer behavior shifts, focusing on high-value users amid economic challenges and stricter privacy regulations. Marketers can optimize campaigns through improved testing and segmentation. In its Shopping App Insights Report 2025, Adjust provides insights revealing a 14% global decline in ecommerce app installations in early 2025, despite a 2% increase in sessions, indicating a trend towards more engaged users. The report also notes that Latin America tops shopping app installs, while North America experiences saturation. Importantly, marketplace apps significantly outperform ecommerce apps in user engagement. As the holiday season approaches, brands are encouraged to explore innovative strategies including connected TV and augmented reality. AI’s role in streamlining processes, improving targeting, and enhancing user retention is pivotal for success in the competitive mobile shopping landscape.
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