Adjust’s Shopping App Insights 2025 report shows declining installs but rising session engagement globally in H1 YoY, while e-commerce app reattribution share surged 29%

Leading measurement and analytics company Adjust released today The Shopping App Insights Report: 2025 Edition, revealing a strategic shift in how brands are approaching UA as smarter targeting with AI helps shopping apps focus on higher-value users. While e-commerce app installs declined 14% YoY globally in H1 2025, sessions increased 2%, indicating apps are attracting fewer but more engaged users. This trend is further evidenced by the global reattribution share for e-commerce apps – which increased 29% in H1 2025 over 2023 – signalling brands' growing investment in re-engaging existing users rather than solely focusing on acquiring new ones.

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In 2025 so far, installs and sessions dipped notably in April before rebounding in May.

"In today's mobile commerce landscape, trust is key to lasting growth," said Tiahn Wetzler, Director of Content & Insights at Adjust. "The most successful apps create experiences that are relevant, respectful and consistent across every touchpoint. It's not about speed or better targeting alone, but building real value with every impression, click and session."

Emerging markets leading m-commerce growth

Adjust’s report reveals significant regional shifts in mobile commerce growth patterns. Latin America led the shopping app market with increases in installs (18%) and sessions (27%) YoY in the first half of 2025, while APAC demonstrated strong momentum in both (+13% and +2). In contrast, mature markets, including Europe, MENA and North America, experienced slowdowns, suggesting market saturation and evolving consumer behaviors.

Marketplaces winning user loyalty

Shopping apps accounted for over three quarters of all global e-commerce installs from 2024 to H1 2025, but generated just 36% of sessions, revealing a gap in sustained user engagement. Conversely, marketplace apps drove 60% of sessions, despite representing only 20% of installs. Session lengths for e-commerce apps also shortened in H1 2025, averaging 9.89 minutes – down from 10.23 minutes in 2024 globally – while marketplace apps posted the longest average of 10.69 minutes.

Marketplace apps also led with 25% Day 1 retention, while e-commerce apps dropped 13%.

Cost dynamics reflect market evolution

The global cost per install (CPI) for e-commerce apps reached $0.99 in Q1 2025, with shopping apps commanding $1.01 compared to marketplace apps at $0.89. Despite rising acquisition costs, click-through rates remained steady at 2% globally, suggesting consistent user engagement across channels.

Cross-platform integration drives omnichannel success

The report emphasizes the critical importance of seamless cross-platform experiences, with mobile web emerging as a high-intent entry point requiring frictionless web-to-app flows. Shopping apps averaged 7 partners per app in H1 2025, up from 6 in 2023, reflecting increased channel diversification strategies.

For additional findings and industry best practices, download the full report here.

About Adjust

Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers around the world to measure and grow their apps across platforms. Adjust works with companies at every stage of the app marketing journey, from fast-growing digital brands to brick-and-mortar companies launching their first apps. Adjust's powerful measurement and AI-powered analytics solutions provide visibility and insights, while deep linking and engagement solutions help to drive ROI.

SOURCE: Adjust

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