Although 2020 brought a surge in online shopping, that pace has slowed in 2021. Ahead of this year's holiday season, Sensor Tower and MAAS took a look at key e-commerce trends in India and Southeast Asia.
Average monthly active users (MAU) among the top 10 shopping apps were up roughly 40 percent by Q2 2021 versus Q1 2019 in Thailand, Indonesia, and Vietnam. Average MAUs in Indonesia also showed steady growth when comparing the two same periods. Meanwhile, the average MAUs among the top apps in India declined in Q3 2020 due to the removal of Club Factory during the previous quarter.
Shopping app installs on India's app stores reached over 80 million in July 2021 with the Indian social e-commerce company, Meesho, contributing more than 12 million. This was the first time the category had reached this threshold since October 2020 at the height of the shopping season in India, building momentum for a record-setting festive season in 2021. Our preliminary data now shows that shopping apps reached 113 million downloads in October 2021.
In Southeast Asia, monthly shopping category downloads spiked temporarily in April 2020; however, they have since declined and normalized near 2019 levels. Indonesia has maintained its position as the largest market for shopping app installs in the region, while Vietnam had the highest year-over-year growth in July 2021.
Check out the Sensor Tower Store Intelligence platform and Usage Intelligence for more analysis, including key insights on the shopping category download trends, monthly active users for selected geographies, and more. Download the complete The Dawn of the New-Age Shopper in the New Normal report in PDF form below: