While global shopping app installs have increased by 61% year-on-year, driven by shopping holidays like Black Friday and 11.11, customers in Asia Pacific aren’t contributing to this success. According to a recent report by measurement and analytics firm Adjust, the APAC region 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 by 107% and 152%, respectively.
Despite the decline in app installs, APAC saw the highest number of partners per app. Globally, ecommerce partners per app increased from 10.1 to 11.2 in 2024. In APAC, however, the numbers increased from 10.7 to 11.8 partners per app. According to Adjust, APAC’s growth in partners per app was partly driven by subvertical marketplace and classifieds, which grew 8% from 12.8 in 2023 to 13.8 in H1 2024.
In-app revenue for e-commerce apps also increased by 36% globally, with 60% of in-app revenue coming from Android devices. The biggest spikes in 2023 occurred in Q4 2023, with November revenues 34% above the monthly average.
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Over and beyondThe duration of sessions in e-commerce apps decreased worldwide by 6% from an average of 11.2 minutes to 10.5 minutes. Shopping apps saw the biggest change, dropping by 15%. However, this drop is not necessarily a negative thing. In fact, it can be a positive sign of more efficient user journeys. and the acceptance of smooth payment options.
However, the MENAT region recorded the longest session duration at 12 minutes. The global average is 10.5 minutes, followed by Europe with 111.2 minutes.
Indonesia recorded the shortest average session duration at 7.5 minutes, even though the average in the APAC region as a whole is higher at 10 minutes.
A separate study by Momentum Works released in July revealed that Shopee remained the leading e-commerce platform in Southeast Asia in 2023, holding a 48% market share and generating gross merchandise value (GMV) of $55.1 billion.
TikTok Shop is the second-largest platform in Southeast Asia, having nearly quadrupled its GMV in 2023 ($16.3 billion). It is also currently the same size as long-time players Lazada and Tokopedia. A merger with Tokopedia in Indonesia will see TikTok Shop compete against Shopee on a similar scale.
Across Southeast Asia, beauty has emerged as the top category on both TikTok Shop and Shopee.
Other top categories are home and living, electronics, women’s fashion and Muslim fashion. Men’s fashion and food and drink round out the categories.
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