In this edition of Clash of Apps, we analyze the success behind Amazon Shopping, one of the most downloaded apps in 2021, and its closest competitors.
Welcome to our new content series: Clash of Apps, where we analyze some of the top mobile apps in the world to better understand:
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The pandemic created new shopping habits that have not only remained but continued to accelerate. In 2021, consumers spent over 100 billion hours on Shopping apps, 18% more than in 2020 . This year, we expect consumers to make more sales, more often.
The four companies are e-commerce giants operating mainly without physical stores—except for Amazon stores and some specific initiatives like Shopee’s pop-up shop. Amazon Shopping, Shopee, and Shein are online stores, the first two offering a diverse range of product categories and the latter focusing only on fashion and apparel. Shop is an online shopping assistant that allows users to purchase products from stores created with Shopify’s platform.
The team behind Amazon Shopping promotes incentives that encourage users to switch to the app, stating that: “Whether you’re buying gifts, reading reviews, tracking orders, scanning products, or just shopping, the Amazon Shopping app offers more benefits than shopping on Amazon via your desktop.”
👉 How can Shopping advertisers drive more in-app sales? One of the strategies implemented by the leading Shopping apps is offering discounts or credit only when purchasing on the app. Last year, Amazon gifted users $20 in credit when making an in-app purchase for the first time—and even offered another $20 for making a second purchase.
Social media has allowed brands like SHEIN to grow through influencers and content creators—but this channel has its limitations:
👉 How can advertisers grow in spite of social media’s limitations? By testing other mobile marketing channels running programmatic advertising, such as mobile DSPs. With programmatic, mobile marketers can reach every corner of the app ecosystem. At Jampp alone, we’re tapping into data from over +120B ad requests and +800M mobile users each day. We are also fully integrated with MMP partners, working together since day 1 to support customers on iOS 14.5+ campaigns.
After attracting new users, keeping them engaged can be challenging (in Shopping apps, over 95% of new users churn by day 30) . We're seeing different scenarios across the different players:
👉 How can Shopping advertisers encourage user retention? By leveraging App Retargeting to re-activate customers, and encourage them to make more in-app purchases, more often. This growth solution drives 50% more paying users and represents 63% of Shopping app conversions .
Check out this article for more information and best practices on App Retargeting.
Amazon accounted for 41% of the US Ecommerce market in 2021 —but even as the leading company in an iOS-predominant region, Amazon Shopping’s DAUs show that Google Play represents a much bigger share than that of iOS. Shop users, on the other hand, show a more even split between the two operating systems.
These metrics prove that even giants like Amazon might not have figured out ATT yet, so there’s still a lot of room for growth on iOS. After Apple implemented its new ATT framework last year, acquiring and engaging new users on iOS became much more challenging… but advertisers in the Shopping industry are already testing SKAN and driving success.
👉 How can Shopping advertisers track users in the post-IDFA era? As IDFA availability keeps decreasing and SKAdNetwork adoption grows, the best strategy is to ally with a partner that can offer support from setup to optimization and start testing SKAN as soon as possible.
You can learn more about how we’ve been helping our partners achieve incremental performance in SKAN campaigns in this article 😉.
Jampp is a programmatic advertising platform used by the most ambitious companies to accelerate their mobile businesses. Jampp leverages machine learning to drive incremental growth for its customers, whether that means reaching new users or increasing post-install conversions.
Jampp can help you scale your offers to acquire new customers and drive incremental sales, even in the post-IDFA era. For more insights on how Jampp works for Commerce apps, visit our website or contact us to talk to one of our sales reps.
 App Annie, 2022;  AppsFlyer, 2021;  AppsFlyer, 2020;  Statista, 2021