Global installations of shopping apps surged by 61% year-over-year, driven by key shopping events like Black Friday and 11.11. However, this growth was not reflected in the Asia-Pacific (APAC) region, which experienced a 9% decline in app installs. In contrast, Latin America (LATAM) and the Middle East and North Africa (MENA) regions saw substantial growth, with installs increasing by 107% and 152%, respectively.
Despite the drop in installs, the APAC region reported the highest number of partners per app. Globally, the average number of eCommerce partners per app rose from 10.1 to 11.2 in 2024. APAC’s figures grew more significantly, from 10.7 to 11.8 partners per app. According to Adjust, this growth was driven largely by the marketplace and classifieds sectors, which saw an 8% increase in partners, rising from an average of 12.8 in 2023 to 13.8 in the first half of 2024.
On the revenue front, in-app revenue for eCommerce apps globally rose by 36%, with 60% of this revenue coming from Android devices. The most notable increase occurred in the fourth quarter of 2023, with November revenue spiking 34% above the monthly average.
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