Adjust Finds Shopping App Installs Rose 61% YoY Globally in H1
New shopping app insights report unwraps strategic campaign optimization insights for the hyper-growth Q4 shopping season

Global e-commerce in-app revenue, January 2022 - H1 2024 (Credit: Adjust)
“Shopping apps are transforming how consumers interact with brands and make purchases,” said Tiahn Wetzler, Director, Content & Insights at Adjust. “By working with AI and AR, and integrating dynamic channels like social commerce and CTV, marketers can enhance user engagement and create experiences that drive high conversion rates.”
Marketers should take note of the Q4 shopping season, including holidays like Black Friday and Singles’ Day (Double 11) that result in big install increases. This year,
Adjust’s shopping app insights report provides e-commerce app marketers and developers with key insights across all key sub verticals. Highlights include:
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In-app revenue for e-commerce apps increased
36% YoY with60% of in-app revenue coming from Android devices. The biggest spikes in 2023 occurred in Q4, with November revenue34% higher than the monthly average and December up22% . -
E-commerce app session lengths decreased
6% between 2022 and H1 2024, down from an average of 11.2 minutes spent in-app to 10.5. Shopping apps saw the largest change, dropping15% – a likely positive indication of more efficient user journeys and the adoption of frictionless payment options. -
Global median installs per mille (IPM) rose from 1.94 in 2023 to 2.28 in H1 2024, indicating improved ad campaign effectiveness.
Europe's IPM fell from 2.08 to 2.02, likely due to the more complex privacy and advertising space. -
App Tracking Transparency (ATT) opt-in rates for shopping apps jumped from
34% in Q2 2023 to as high as50% on some days so far in 2024.
“In a competitive market where engagement and customer loyalty are critical to moving the bottom line, staying at the forefront of intergenerational consumer expectations – and the technologies behind them – is paramount,” continued Wetzler. “As the shopping app landscape evolves, scalable growth will be achieved through a strategic channel mix, smart personalization and a data-obsessed approach to measurement and analytics.”
For additional findings and analysis, download the full report here.
About Adjust
Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers around the world to measure and grow their apps across platforms, from mobile to CTV and beyond. Adjust works with companies at every stage of the app marketing journey, from fast-growing digital brands to brick-and-mortar companies launching their first apps. Adjust's powerful measurement and analytics provide visibility, insights and essential tools that drive better results.
SOURCE: Adjust
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Source: Adjust