E-commerce Apps and Brand Market Insights 2024 Report

With the growth of mobile internet and global supply chains, global e-commerce app downloads have continued to rise, growing from 4.3 billion in 2019 to 6.5 billion in 2024. This report delves into global e-commerce app download trends, market-specific changes in 2024, and the performance of leading e-commerce apps in China, Japan, South Korea, Southeast Asia, and India. It also examines digital advertising trends of top shopping brands in various markets, as well as key ad channels and notable ad creatives, based on Sensor Tower Retail Media Insights. For more insights, please click the button below to view the full report for free.

Note: The download data in this report are based on estimated downloads from the App Store and Google Play, excluding pre-installs, re-downloads, and downloads from third-party Android marketplaces. Google Play is not available in Mainland China.

Global e-commerce app downloads grew by 5.6% in 2024, reaching 6.5 billion

Global e-commerce app downloads have steadily increased, rising from 4.3 billion in 2019 to 6.5 billion in 2024. In 2024 alone, downloads grew by 5.6%, with 63% of downloads coming from the Google Play platform.

E-commerce app downloads grew over 20% in Latin America, Southeast Asia, and Japan

Thanks to Temu’s expansion into additional Latin American markets such as Brazil and Colombia, as well as the growth of local e-commerce apps like Mercado Libre, Latin America’s e-commerce app downloads grew 26% year-over-year in 2024, reaching 1.04 billion.

Southeast Asia also saw impressive growth, with app downloads rising 20% year-over-year in 2024, led by Indonesia and the Philippines. The strong performance of apps like Temu and Matsukiyo Cocokara drove Japan’s e-commerce app downloads up by 20% as well.

Temu tops global e-commerce app download and growth charts

In 2024, Temu maintained its rapid global expansion, topping overall mobile app download charts in over 40 countries. It claimed the top spot on both the global e-commerce app download and growth charts, with downloads increasing by 69% year-over-year to reach 550 million in 2024. As of December 2024, its cumulative global downloads neared 900 million.

Alibaba (1688) leads download growth in China’s iOS market

Amid economic shifts, Chinese consumers turned to more affordable shopping platforms. Alibaba’s wholesale procurement platform, Alibaba (1688), saw a 72% increase in downloads in 2024, becoming the fastest-growing e-commerce app in China’s iOS market. The app also experienced a 76% growth in monthly active users (MAUs).

Second-hand trading platforms Xianyu and Zhuanzhuan saw download growth of 28% and 13%, ranking fourth and seventh on the download charts, respectively. As the go-to platform for "state-subsidized" shopping, JD.com witnessed a 12% increase in downloads and a 16% increase in MAUs in 2024.

Fueled by the "Guzi (Goods) Economy" trend, trendy collectibles app Kulechaowan grew rapidly, making it into the top 10 e-commerce app by download growth in 2024.

Matsukiyo Cocokara tops Japan’s e-commerce app download growth chart

In October 2021, Japanese drugstore giants Matsumotokiyoshi and Cocokara Fine officially merged, forming the country’s largest drugstore chain, MatsukiyoCocokara & Co. In January 2024, the company launched its app, Matsukiyo Cocokara, as a key step in its digital strategy.

Leveraging strong brand endorsement and convenient one-stop services, the app quickly gained popularity, topping Japan’s e-commerce app download growth chart and ranking third in mobile app downloads in Japan for 2024, following TikTok and Temu. By December 2024, its MAUs were nearly four times higher than in February.

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