Shopping Apps: Key Metrics and Trends
The mobile shopping app market is experiencing explosive growth.
According to a SplitMetrics report, 78% of consumers make purchases through apps, and in the USA, they are regularly used by 164 million people.
When a user downloads a shopping app, they are already motivated to make a purchase. The marketer’s challenge is to stand out in a highly competitive environment. A SplitMetrics study based on the analysis of 4.44 billion impressions, 395.4 million clicks, and 500 A/B tests reveals which strategies in Apple Ads and ASO yield the highest return for e-commerce vertical apps.
Markets: App Giants vs. Niche Players
Competition and marketing strategies vary drastically from region to region.
The USA is the most capital-intensive market. The leading app is Temu, with monthly expenditures of 2.8 – 4.8 million dollars. The brand relies on an active promotion strategy across a broad pool of keywords. However, niche players like Chewy and Instacart prove that a focus on a specific vertical also delivers strong results.
In the UK, international platforms dominate in terms of spending, but local retailers like Very and Argos successfully leverage their knowledge of local behavioral patterns.
In the unique Japanese market, the spending leader is not a marketplace but the service Bundle Card. This underscores the importance of convenient payment solutions and niche hobbies for Japanese consumers.
The markets of France, Spain, and Belgium stand out as cost-effective for scaling, with high potential for engagement and conversion.
Key Apple Ads Metrics
The shopping app category demonstrates metrics exceptionally favorable for advertisers at the campaign launch stage.
High Conversion Rate
CR ≈ 71.1% in 2025. This means that more than 7 out of 10 users who click on an ad install the app. This signals high purchase intent.
Low Acquisition Cost
CPT ≈ $1.5, CPA ≈ $2.1. This is significantly lower than the average Apple Ads rates of $2.9 and $4.6, respectively.
Growing Engagement
TTR increased from ≈ 7.71% in 2023 to ≈ 8.6% in 2025, although it still lags behind the overall average of ≈ 10.5%. This represents an opportunity for creative optimization.
Store Optimization Specifics: iOS vs. Android
iOS vs. Android
App Store users show higher conversion rates – 24% versus 13% on Google Play – as well as higher engagement rates: 41% and 18% on the App Store and Google Play, respectively.
Trust is Decisive
A high percentage of direct installs indicates that many users make a decision without examining the app page in detail. Store ratings and reviews are critically important for building trust.
Static “Beats” Video
In the mobile shopping app category, static, bright visuals with a clear value proposition outperform others in effectiveness. Video previews are less effective; A/B tests often show a drop in conversion. The reason: a shopping app user is ready to act immediately and doesn’t want to spend time watching a video.
Creative Trends
The icon and screenshots are the primary tools to convince a user to install an app within 3 seconds – the average time spent on a page. In the highly competitive shopping app category, visuals are not just “pretty pictures” but a direct conduit for the value proposition.
The Icon: The Platform Decides Everything
Color choice depends on the operating system: on Android, for maximum visibility, bright, high-contrast colors that don’t blend into the background are needed.
The App Store has a different aesthetic – monochrome, minimalist icons fit better with the overall design and meet iOS audience expectations.
Most successful shopping apps use their branded logo as the icon. This is critical for instant recognition, especially considering the high direct install rate on iOS of 23%, where a user downloads the app without even visiting its page.
For niche or service apps (coupons, discount finders), functional icons depicting a shopping cart, price tag, or product work well. They immediately communicate the app’s purpose, compensating for the lack of a recognizable brand.
Correct Screenshot Structure is Key to Maintaining Attention
The main goal is to visually showcase the product range and ease of purchase; the product should be in the foreground. Use high-quality, bright product photos. Promotions, discounts, and seasonal offers should be on the first screenshot, highlighted in bold font and contrasting colors. This is the main trigger for a quick decision to install. Images of real people, especially those reflecting the target audience or local market specifics, significantly enhance user connection with the brand.
The App Store favors portrait orientation. On Google Play, you can test a strategy: the first screenshot is landscape to attract attention in search results, and the rest are portrait.
Conclusion
The mobile shopping app category is one of the most attractive for scaling: a relatively low user acquisition cost in Apple Ads is combined with a high conversion rate. The key to success lies in accounting for regional specifics, focusing on building brand trust through reviews, optimizing static creatives, and maximizing the use of personalized product listing page advantages.