AppsFlyer sees potential record-breaking e-commerce holiday shopping season

appsflyer report ecommerce - mediashotz

AppsFlyer, the marketing measurement and experience platform has released the 2021 edition of its State of eCommerce App Marketing report, outlining key global trends to guide marketers in building a mobile-first experience that will drive engagement and sales for the upcoming festive season.

AppsFlyer report

This year, retail apps are already approaching peak usage levels from the 2020 festive season. 

With global eCommerce installs increasing 55% on Android and 32% on iOS in 2021, and consumer spend climbing 55% overall, the Q4 holiday shopping period is expected to be record-breaking. 

Specifically for the UK, spend rose 57% last year, during Q4 2020, demonstrating the strong opportunity for eCommerce app marketers.

“To make the most of the prime festive season, retailers should put mobile, and particularly mobile apps, at the heart of their Q4 strategy,” said Shani Rosenfelder, Head of Content & Mobile Insight, AppsFlyer. 

“For marketers, this means ensuring a smooth transition from mobile web to app, where performance is significantly higher. 

“It also means bringing the communication with existing buyers to wherever they are, and making sure they use deep linking to reach the right destination within the app smoothly and contextually.”

Key UK Insights:

  • App installs for 2020 are up by 72% when compared to pre-pandemic levels.
  • Non-organic installs (NOIs) surged 133% during the first wave of the pandemic (March-May 2020).
  • Re-marketing has remained 3x higher than pre-pandemic levels (comparing June 2021 w/ January 2020), even allowing for a post-iOS 14 drop.
  • In-app purchase revenue rose by 57% during the Q4 2020 holiday shopping season.CPIs rocketed by 398% between March 2020 to March 2021.
  • Between November 2020 and February 2021, app install fraud rates in the UK nosedived by 73% signalling the industry’s ability to fight fraud as demand increases.
  • The UK is now the fourth largest market for iOS eCommerce apps, representing 4.8% of global installs.

“As we head into the last few months of the year where re-marketing strategies reach peak effectiveness, eCommerce app marketers will be under pressure to put plans in place to capitalise on increasing consumer demand,” said Gal Ekstein, General Manager EMEA & LATAM at AppsFlyer. 

“As well as responding to the opportunity, app marketers need to overcome the ongoing challenges brought on by Apple’s App Tracking Transparency (ATT) framework and SKAdNetwork. 

“To fully maximise ATT opt-in rates and increase iOS re-marketing audience sizes, marketers should focus efforts on drastically improving the user experience of mobile apps as well as evaluating when and how to display the ATT prompt.”