Shopping holidays like Black Friday and 11.11 have led to a 61% year-over-year increase in shopping app installs globally, but customers in Asia Pacific aren’t contributing to this success. According to a recent report from measurement and analytics company Adjust, APAC saw a 9% decline in app installs. Meanwhile, Latin America (LATAM) and the Middle East and North Africa (MENA) saw the highest growth, with installs increasing 107% and 152%, respectively.
Despite a decline in app installs, the APAC region had the highest number of partners per app. Globally, the number of e-commerce partners per app increased from 10.1 to 11.2 in 2024. Meanwhile, in APAC, the number of partners per app increased from 10.7 to 11.8. According to Adjust, APAC’s increase in partners per app was partially driven by the marketplace and classifieds sub-verticals, which grew 8% from media 12.8 in 2023 to 13.8 in the first half of 2024.
In-app revenue for e-commerce apps also grew by 36% globally. Of that, 60% of in-app revenue came from Android devices. The biggest spike in 2023 occurred in Q4 2023, with November revenues 34% higher than the monthly average.
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Additionally, e-commerce app session durations globally fell 6% on average, from 11.2 minutes to 10.5 minutes. Shopping apps saw the biggest change, dropping 15%. However, this decline isn’t necessarily a bad thing; in fact, it could be a positive sign of more efficient user journeys and adoption of frictionless payment options.
However, the MENAT region recorded the longest session length at 12 minutes, compared to a global average of 10.5 minutes, followed by Europe at 111.2 minutes.
Indonesia had the shortest average session length at 7.5 minutes, despite the APAC region having a higher average of 10 minutes.
Another study released by MomentumWorks in July revealed that Shopee will remain the top e-commerce platform in Southeast Asia in 2023, maintaining a 48% market share and reaching US$55.1 billion in gross merchandise volume (GMV).
TikTok Shop is now the second largest platform in Southeast Asia, with GMV nearly quadrupling (to $16.3 billion) by 2023. It is also now on par with established players Lazada and Tokopedia. The merger with Indonesia’s Tokopedia will put TikTok Shop in a similarly sized competition with Shopee.
Across Southeast Asia, beauty has emerged as a top category on both TikTok and Shopee.
Other top categories include home and living, electronics, women’s fashion, Islamic fashion, with categories including men’s fashion and food and beverage.
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