The Power of AI, Mobile-First, and Performance Ads in Unlocking Global Retail Growth
Fueled by mobile commerce and innovative acquisition strategies, retailers are expanding globally. The rise of brands like SHEIN and Temu has raised the bar, showing that mobile-first and data-driven approaches can drive extraordinary growth in international markets.
Adjust’s latest Mobile App Trends report finds that e-commerce app installs grew 17 percent year-over-year in 2024, with shopping apps alone increasing 28 percent. This surge reflects the growing consumer preference for mobile-first shopping experiences. MENA (55 percent growth), LATAM (27 percent) and APAC (26 percent) emerged as the fastest-growing markets, signaling significant opportunities for global expansion.
While installs grew, user engagement metrics like daily sessions per user and session length saw minor declines. However, this is a positive trend. It suggests that shoppers are completing their customer journeys faster by following more streamlined paths to conversion. Brands that prioritize shorter discovery cycles and cater to high-intent users are well-positioned for sustained growth.
Performance-Based Advertising Secures New Growth
Retailers are shifting user acquisition strategies beyond traditional display and social media channels, tapping into in-app advertising as a performance-driven growth engine.
Adjust’s report shows the global median paid/organic ratio for e-commerce apps rose from 0.4 in 2023 to 0.48 in 2024, signaling greater reliance on paid acquisition as competition intensifies. LATAM and MENA saw the most pronounced increases — from 0.34 to 0.52 and 0.43 to 0.54, respectively.
This trend reflects the broader democratization of commerce: reaching consumers directly within mobile apps rather than relying solely on e-commerce platforms or search engines. The opportunity lies in accessing high-intent shoppers — but at scale.
To optimize ad performance and reduce acquisition costs, marketers can use contextual targeting to reach consumers showing purchase intent and enhance app store optimization (ASO) with localized, seasonal keywords. They can also boost organic growth by leveraging referral and loyalty programs and investing in re-engagement strategies. Adjust’s data shows that reattribution share grew globally in 2024, rising from 0.14 in 2023 to 0.17 in 2024.
On top of performance advertising, retailers expanding into new markets must prioritize localization strategies to drive conversions. Artificial intelligence-powered personalization and real-time data are crucial. This includes adapting product listings for each market, delivering personalized recommendations, optimizing ad creatives for regional preferences, and implementing localized payment solutions to smooth customer journeys.
Navigating Rising Acquisition Costs With Smart Partnerships
As CPIs (cost per install) rise and competition intensifies, retailers are expanding their partner networks to diversify traffic sources.
Adjust’s report shows that in 2024, the average number of partners for e-commerce apps increased from six to 6.8, with marketplaces leading at 9.66 partners.
Strategic partnerships with multiple ad networks and affiliate programs help retailers offset rising acquisition costs and maintain efficient user growth. Embracing data-driven, multichannel approaches is key to sustaining profitability in a highly competitive environment.
In 2025, shopping will continue its democratization, moving beyond traditional retail and marketplaces. Direct-to-consumer (DTC) brands will thrive as mobile-first advertising unlocks direct access to consumers across multiple channels.
Mobile-first strategies, performance-based advertising, and localized engagement tactics are essential for retailers seeking to expand into new markets. Those that adapt quickly will be best positioned to capture the next wave of global retail growth.
Greg Wang is senior director, Americas at Adjust, an end-to-end solution for every stage of the app marketing journey.
Greg Wang is Senior Director, Americas, at Adjust, a measurement and analytics company that helps marketers measure, optimize and scale app growth across platforms. Greg has nearly a decade of experience in mobile advertising technologies, ranging from programmatic DSPs to mobile app analytics software.
