01
KEY findings
iOS wins on conversion speed and loyalty
Web-to-app installs rose 38% ahead of peak season
Up to $1B of ad spend exposed to fraud
01
introduction
iOS and remarketing gain ground ahead of a mixed Q4 outlook
eCommerce app marketing in 2025 is being shaped by a series of shifts—some strategic, others circumstantial. One of the most visible changes is the reallocation of user acquisition budgets by China-based apps.
Their growing dominance in iOS-driven app install activity has shifted the center of gravity from the US to Western Europe. Tariff-related pressures have made US acquisition less attractive, prompting a rise in spend across Germany, France, and the UK.
This timing shift has also changed campaign strategy. In 2024, many marketers acquired users well before the holiday season, then leaned more heavily on remarketing in Q4. That pattern may repeat in 2025, especially amid continued market volatility and shifting consumer behavior.
Remarketing continues to grow as a lever for lifetime value, especially in markets where reactivation is more efficient than acquisition. At the same time, user journeys are becoming more cross-platform. From web to app, marketers are linking touchpoints more seamlessly to reduce friction and improve conversion.
iOS also stands out across every performance layer. It drives higher conversion and loyalty rates, faster time to purchase, and stronger IAP growth. With iOS users converting more, spending more, and doing so sooner, the platform remains a top priority even if costs per conversion are three to four times higher than on Android.
Consumer spending is expected to rise modestly this holiday season, but with greater caution. Shoppers are planning earlier and becoming more selective. At the same time, the geographic allocation of marketing budgets remains closely tied to macroeconomic conditions, adding uncertainty that should prompt marketers to prepare contingency plans.
In response, many brands are using AI to optimize pacing, creative, segmentation, and remarketing—helping teams respond faster and operate more effectively.
To support strategic planning for the upcoming holiday season, the 2025 edition of The State of eCommerce App Marketing analyzes $4.2 billion in media spend, surfacing trends from last year’s peak and the first half of this year.
* All results are based on fully anonymous and aggregated data. To ensure statistical validity, we follow strict volume thresholds and methodologies and only present data when these conditions are met. When normalized data is presented, the share of each month out of the total for the entire time frame is shown to create a trend.
02
Introduction
iOS and remarketing gain ground ahead of a mixed Q4 outlook
eCommerce app marketing in 2025 is being shaped by a series of shifts—some strategic, others circumstantial. One of the most visible changes is the reallocation of user acquisition budgets by China-based apps.
Their growing dominance in iOS-driven app install activity has shifted the center of gravity from the US to Western Europe. Tariff-related pressures have made US acquisition less attractive, prompting a rise in spend across Germany, France, and the UK.
This timing shift has also changed campaign strategy. In 2024, many marketers acquired users well before the holiday season, then leaned more heavily on remarketing in Q4. That pattern may repeat in 2025, especially amid continued market volatility and shifting consumer behavior.
Remarketing continues to grow as a lever for lifetime value, especially in markets where reactivation is more efficient than acquisition. At the same time, user journeys are becoming more cross-platform. From web to app, marketers are linking touchpoints more seamlessly to reduce friction and improve conversion.
iOS also stands out across every performance layer. It drives higher conversion and loyalty rates, faster time to purchase, and stronger IAP growth. With iOS users converting more, spending more, and doing so sooner, the platform remains a top priority even if costs per conversion are three to four times higher than on Android.
Consumer spending is expected to rise modestly this holiday season, but with greater caution. Shoppers are planning earlier and becoming more selective. At the same time, the geographic allocation of marketing budgets remains closely tied to macroeconomic conditions, adding uncertainty that should prompt marketers to prepare contingency plans.
In response, many brands are using AI to optimize pacing, creative, segmentation, and remarketing—helping teams respond faster and operate more effectively.
To support strategic planning for the upcoming holiday season, the 2025 edition of The State of eCommerce App Marketing analyzes $4.2 billion in media spend, surfacing trends from last year’s peak and the first half of this year.
03
Top trends
Chinese apps’ iOS UA surge continues, reshaping global spend
China-based eCommerce apps continue to dominate iOS app install ad spend. This is especially significant given that iOS captures 20–30% more UA budget than Android, despite its smaller market share. From Oct 2023 to May 2024, China-based apps drove 77% of global iOS UA. A year later, that share rose to 85%.
This surge came with a sharp reallocation of spend from the US to Western Europe, driven primarily by tariff pressure. In Germany, iOS UA jumped 170% YoY in Jan–May 2025. In France, it more than doubled. China-based apps are clearly moving away from high-cost, saturated markets and investing in more efficient, high-value regions.
These advertisers have scaled through ultra-low pricing, heavy media spend, and personalized experiences. AI-powered campaign automation and creative testing are also helping them localize faster and deploy at scale with minimal friction. In response, traditional eCommerce brands are adjusting their strategies—expanding budget lines, improving UX, strengthening loyalty, and exploring new media channels.
In November 2024, iOS UA surged in Android-dominant markets:
- Brazil: iOS +481%, Android −22%
- India: iOS +70%, Android +24%
- Mexico: iOS +21%, Android −21%
Meanwhile, the US saw a sharp drop in November: iOS UA fell 38%, and Android 32%. Many China-based apps had already ramped UA in July, aiming to avoid peak-season CPI spikes and shift toward remarketing in Q4.
Indonesia also stood out, with Android UA rising 43% YoY in November and 67% in Jan–May 2025, reflecting renewed investment in high-scale, cost-efficient markets.
App install UA ad spend in 2024 by platform (in millions of USD)
Total spend is calculated by modelling cost data received by AppsFlyer and then factoring category and country specific Sensor Tower market share data to estimate industry-wide figures.
Remarketing spend grows fast as retention takes priority
Remarketing remained the backbone of eCommerce app growth in 2024 and 2025, accelerating across platforms and geographies. In 2025 (Jan-May), budgets for remarketing grew 29% YoY, driven by a 42% leap in iOS (and 16% in Android).
During the Q4 holiday season—when attention peaks and competition surges—re-engagement also took center stage.
China-based apps, already dominant in iOS UA, ramped up remarketing globally. In November 2024 alone, spend jumped +218% YoY in the US, +220% in Germany, +330% in Brazil, and +136% in Mexico.
This growth was not limited to iOS. In fact, China-based apps increased iOS remarketing spend by 230% and Android by 100%, reflecting a more balanced approach than in acquisition.
In 2025, tariffs again shifted China-based remarketing budgets. Spend declined in the US, especially on iOS, while surging in Western Europe and LATAM. iOS led growth, but Android also gained ground—marking a strategic shift toward scalable, high-yield markets.
The US remained the largest remarketing market, with $6.67B in 2024 spend. While US-based apps still lead in volume, China-based players now account for over $2.3B in US re-engagement.
India also stood out. In early 2025, remarketing spend reached $447M—and 99.7% of it came from India-based apps, highlighting the country’s strong focus on retaining domestic users.
AI has also played a growing role in this shift. Marketers are increasingly using AI-driven audience segmentation, pacing, and bidding to optimize remarketing—especially where user-level signals are limited.
With UA costs high and re-engagement more efficient, remarketing is no longer just a retention tool. It’s a growth engine—and for many apps, the foundation of long-term performance.
Remarketing ad spend in 2024 by platform (in millions of USD)
Total spend is calculated by modelling cost data received by AppsFlyer and then factoring category and country specific Sensor Tower market share data to estimate industry-wide figures.
UA and remarketing budgets rebalance across regions
Throughout 2024, remarketing dominated budget allocation across both platforms, particularly on iOS. This reflects a growing focus on lifetime value, positioning remarketing as a foundation of eCommerce app strategy.
The holiday season confirmed this trend. In November 2024, iOS remarketing spend rose +41% YoY, reaching 85% of total iOS budget (up from 75%). Android climbed to 77%, up from 64%. During Singles Day and Black Friday, marketers leaned into retention to avoid the high cost of peak-season acquisition.
In 2025, signs of rebalancing emerged. From March to May, iOS UA spend rose +52% over its 2024 average, reaching 27%. This aligns with renewed acquisition activity, particularly by China-based apps in Germany, France, and the UK.
Regional dynamics varied:
Category trends also follow similar trends:
- Western Europe saw a UA rebound after a remarketing-heavy Q4
- In the US, remarketing remained dominant
- In India, over 99% of remarketing spend came from local apps, with UA volumes staying low
- In Brazil, UA remained steady even as remarketing spiked
Ad spend split by type of activity * – iOS
Ad spend split by type of activity * – Android
Among apps with minimal spend in both UA and remarketing.
Paid installs lead growth, but not in every market
In 2025, paid installs drove overall growth across most eCommerce app markets. Brazil, France, Germany, and India all showed install trends that closely follow paid campaigns.
The US broke this pattern. In both November 2024 and early 2025, install trends in the US aligned more closely with organic, reflecting a brand-led ecosystem where loyalty and visibility outweigh media spend.
During the holiday season, paid installs surged across key markets—rising +155% in Brazil and +76% in India—while organic installs remained flat or declined, underscoring the dominance of media-driven acquisition during peak seasonal activity.
Leading into November, paid UA ramped up in September and October, followed by a 33% global spike. The pacing varied:
- Germany saw steady growth throughout Q4
- Brazil peaked sharply in November
- India started gaining in October
This follows a familiar pattern: acquire early, shift to remarketing during the holidays, and re-engage in Q1–Q2.
In 2025, markets already reliant on paid UA doubled down—largely driven by China-based app investment. The gap between paid-led and organic-led markets widened further.
Install trends by type and platform (normalized) – iOS
Install trends by type and platform (normalized) – Android
iOS drives IAP growth as Android lags slightly
In-app purchase (IAP) trends in 2024 and early 2025 revealed platform-level differences. iOS led the way with YoY IAP growth of 10%, compared to 6% on Android. The gap reflects differing user value, economic context, and monetization strength.
India stood out for iOS IAP momentum: +44% YoY in November, and +31% in Jan–May 2025. While iOS represents a small slice of the market, high-value users are becoming more important.
Globally, iOS posted steady IAP growth through the holidays. Android was more mixed. In November, spend dropped -32% in Brazil and -30% in France. In contrast, the US remained stable with IAP spend unchanged in November, then edging up in 2025: +7% on iOS, +4% on Android.
The UK posted strong results: +12% (iOS) and +15% (Android) in November, with sustained momentum into 2025.
In Brazil, Android revenue fell −28% in 2025, despite strong UA. Economic uncertainty and currency pressure are driving a gradual shift toward iOS.
While paid UA drove install growth in 2025, IAP behavior followed different rules—highlighting how user value is shaped by platform economics and local conditions, not just acquisition volume.
In-app purchase revenue trend by platform (normalized)
Repeat purchases reveal the value of true loyalty
Not all conversions are equal. While many users make a first purchase shortly after install—often due to a promotion or incentive—the second purchase signals something deeper: trust, intent, and the start of loyalty.
From January to May 2025, iOS regular user conversion averaged 11.0%, compared to 7.9% on Android, a 39% gap. The difference in loyal users was even more striking: iOS averaged 4.7%, while Android trailed at 2.8%, reflecting a 68% gap in deeper engagement.
Several markets stood out. In Indonesia, iOS loyalty was 70% above the global average, and South Korea exceeded it by over 60%. On Android, Japan’s loyal user rate was 80% above the platform average, with South Korea and Saudi Arabia close behind.
In the US, iOS led in overall conversion, but Android users who made one purchase were more likely to make another. The loyal-to-regular ratio was 22% higher on Android, pointing to strong re-engagement potential, even in markets where iOS dominates acquisition.
AI is starting to support these efforts. By analyzing early behavior signals, marketers are identifying which users are most likely to convert again. These insights are helping improve loyalty modeling and target follow-up campaigns more effectively.
The second purchase is more than a metric. It marks the shift from transactional to habitual, and from short-term conversion to long-term value.
Share of buyers by type in 2025 * – iOS
Share of buyers by type in 2025 * – Android
iOS users convert faster and keep spending
Time-to-purchase trends show iOS users monetize faster than Android users—by an average of 1.3 days for the first purchase—and maintain that lead through second and third transactions. Simpler flows and higher LTV likely play a role.
The gap is widest in Japan and South Korea, where Android users are 1.5 to 2.5 days slower to convert.
Brazil is the exception: time to purchase is nearly identical across platforms, likely due to Android’s dominance and strong local payment infrastructure.
iOS users also buy again sooner, with faster repeat purchase velocity. This supports higher monetization momentum.
By contrast, Android users show greater drop-off. While first purchases happen at a reasonable pace, repeat conversion slows significantly—suggesting less habitual behavior and more re-engagement friction.
Time from install to purchase (cumulative) * – iOS
Time from install to purchase (cumulative) * – iOS
Web-to-app flows gain traction as key cross-platform route
Web-to-app activity grew significantly in 2024 and early 2025. From September to November, traffic rose +38%. Another +37% jump followed from February to May.
This reflects broader adoption of banners or prompts on brand websites that push users directly into the app for install or re-engagement—often using smart linking.
These flows are simple but effective. By guiding users from mobile web into the app, they reduce friction and drive higher conversion.
AppsFlyer data shows users coming through web-to-app have much higher install-to-action rates and LTV than those acquired through traditional channels.
Web-to-app install trend (normalized) *
The growth trend of app installs driven by users who clicked on a banner to install the app in the company’s web site.
Fraud threats persist as tactics evolve across platforms
Install fraud remains a persistent threat for eCommerce marketers. From October 2023 to May 2025, iOS fraud rates dropped from 30.1% to 25.9%, though with noticeable spikes during peak UA activity. Android stayed more consistent, rising slightly from 9.4% to 10.5%.
The iOS spike in 2025 likely reflects aggressive acquisition campaigns by China-based apps. When UA scales rapidly and performance goals broaden, exposure to fraud often increases.
Tactics are not disappearing—they’re shifting. In Brazil, Android fraud is dominated by click flooding and fake publisher traffic. In other regions, bots and install hijacking are more prevalent. Market-to-market variation is growing.
As fraudsters begin using AI to automate attacks and adapt to detection methods, the industry is responding in kind. Advanced machine learning models are now being used to flag anomalies, score traffic in real time, and spot new attack patterns before they spread. The pace of fraud innovation is accelerating—and so is the need to innovate back.
The financial impact is significant. In the US alone, fraud that went unblocked would have cost $179 million on iOS and $98 million on Android. Globally, fraud exposure is approaching $1 billion.
What’s clear is that a one-size-fits-all approach no longer works. Effective protection depends on adapting to local threat environments and tailoring defense systems to platform behavior. As fraud evolves through automation, marketers must pair precision with speed to stay ahead.
Financial exposure to install fraud by platform (in millions of USD) *
* Fraud exposure is the estimated financial value of fraud prevalent in the market – not actual damage or losses from fraudulent activity. It is calculated by multiplying the detected fraudulent installs by CPI, and then factoring Sensor Tower market share data in the market in question to estimate industry-wide exposure.
04
KEY TAKEAWAYS
Test earlier UA to lower CPI risk
Holiday acquisition is increasingly front-loaded. Consider shifting spend into Q3 to reduce peak-season costs and rely more on remarketing when user attention—and ad prices—are at their highest.
1
2
3
4
5
Explore reallocating iOS budgets
iOS not only attracts more UA investment, but also drives stronger monetization. With users converting 1.3 days faster and repurchasing more often, iOS offers a higher-value path to growth—especially where re-engagement efficiency is rising.
1
2
3
4
5
Prioritize remarketing in key markets
As UA costs rise, remarketing has become more efficient in driving growth. Evaluate its role not just for retention but as a core lever in mature or saturated user bases.
1
2
3
4
5
Connect web and app touchpoints
Web-to-app flows are growing quickly, especially in holiday cycles. Use banners or deep links to guide users from mobile sites to apps, boosting conversion and reducing reliance on paid channels.
1
2
3
4
5
