Adjust Sees Shopping Apps Evolve With AI-Powered Strategies And Smarter User Targeting

SAN FRANCISCO--(BUSINESS WIRE)--Aug 5, 2025--

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 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

Start by analyzing last year’s top-performing campaigns and channels to guide this year’s strategy. Identify high-value user segments and proactively target them early in the season with engagement-focused campaigns to build momentum and increase conversion potential ahead of peak shopping events. Additionally, test creatives, messaging and ad formats while CPIs are still manageable.

Holiday shopping picked up early in December 2024, with deal discovery installs increasing by 42% on Dec. 1 and marketplace sessions rising 15% on Dec. 2. A second spike hit mid-month, as shoppers drove a 26% jump in deal discovery installs on Dec. 15. Post-Christmas sessions rose again on Dec. 27 and 29, signaling strong interest in end-of-season sales and self-gifting.

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

At least two people were killed in a drone attack in Russia’s southwestern Saratov region and parts of Ukraine went without power following targeted assaults on energy infrastructure, local authorities said Saturday, as U.S.-led peace talks on ending the war press on.

The drone attack damaged a residential building and several windows were also blown out at a kindergarten and clinic, said Saratov regional Gov. Roman Busargin.

Russia’s defense ministry said it had shot down 41 Ukrainian drones over Russian territory overnight.

In Ukraine, Russia launched overnight drone and missile strikes on five Ukrainian regions, targeting energy and port infrastructure.

Ukrainian President Volodymyr Zelenskyy said Russia had sent over 450 drones and 30 missiles into Ukraine overnight.

"Thousands of families are now left without electricity after strikes last night in Kirovohrad, Mykolaiv, Odesa, Sumy, Kharkiv, Kherson and Chernihiv regions," he wrote on Telegram.

An attack on the Black Sea city of Odesa caused grain silos to catch fire at the port, Ukrainian deputy prime minister and reconstruction minister Oleksiy Kuleba said.

Two people were wounded in attacks on the wider Odesa region, according to regional head Oleh Kiper.

Kyiv and its Western allies say Russia is trying to cripple the Ukrainian power grid and deny civilians access to heat, light and running water for a fourth consecutive winter, in what Ukrainian officials call “weaponizing” the cold.

The latest round of attacks came after Kremlin adviser Yuri Ushakov said Friday that Russian police and National Guard will stay on in eastern Ukraine’s Donbas and oversee the industry-rich region, even if a peace settlement ends Russia’s nearly four-year war in Ukraine. This underscores Moscow’s ambition to maintain its presence in Donbas post-war. Ukraine is likely to reject such a stance as U.S.-led negotiations drag on.

Moscow will give its blessing to a ceasefire only after Ukraine’s forces have withdrawn from the front line, Ushakov said in comments published in Russian business daily Kommersant.

Meanwhile, Germany is set to host Zelenskyy on Monday for talks as peace efforts gain momentum and European leaders seek to steer negotiations.

For months, American negotiators have tried to navigate the demands of each side as U.S. President Donald Trump presses for a swift end to Russia’s war while growing increasingly exasperated by delays. The search for possible compromises has run into a major obstacle over who keeps Ukrainian territory currently occupied by Russian forces.

In this grab from a video provided by the Press Service Of The President Of Ukraine on Friday, Dec 12, 2025, Ukraine's President Volodymyr Zelenskyy records a video at the road entering of Kupiansk, Ukraine. (Press Service Of The President Of Ukraine via AP)