Shopping app trends and performance insights 2025 | Adjust

According to Adjust's shopping app insights report, global e-commerce app installs increased 16% year-over-year in 2024, but declined 14% in H1 2025 as marketers shifted focus to higher-quality users.
Sessions climbed 2% during the same period.
Regional performance varied significantly, with LATAM leading growth (installs +18%, sessions +27%) and APAC showing positive momentum.
Marketplace apps delivered the strongest engagement metrics, accounting for 60% of global sessions.
Deep linking emerged as essential for seamless omnichannel experiences.
The report highlights five key trends: quick commerce, voice commerce, AI-powered chatbots, privacy-first personalization, and D2C brand investment in mobile apps.