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India’s commerce marketing playbook is shifting fast. India’s installs surged during the Navratri festive quarter in 2025, far outpacing the rest of the world, and that lead held up well beyond the festive peak too. Fraud rates have also run well below the global benchmark over the same window, so this is install data marketers can trust when planning around it.
This report unpacks that shift, looking at installs, acquisition, retention, remarketing, and fraud across the Shopping vertical, comparing India against global benchmarks over eight quarters, from Q3 2024 through Q2 2026.
The report covers:
- Why India’s install growth shifted from organic-led to paid-led within the year, and what that means for measurement confidence
- Where remarketing spend and UA spend are moving in opposite directions, and what it signals for budget planning
- Which retention window is opening up fastest, and where to aim the reactivation budget
- How India’s Android and iOS markets differ in scale, monetization, and opportunity
- What global AI-assistant usage data reveals about how eCommerce teams are prioritizing retention analysis today
