[Report Sharing] 《2024 E-commerce App and Brand Market Insights》

안녕하세요. 오늘은 2024년의 전자상거래 앱 및 브랜드 시장 인사이트에 대해 말씀드리고자 합니다. 최근 몇 년간 전자상거래의 발전과 더불어 앱 다운로드 수가 급격히 증가하고 있으며, 특히 아시아 태평양 지역에서의 변화가 두드러집니다. 이러한 흐름을 통해 우리는 글로벌 시장의 트렌드와 주요 앱들의 성과를 파악할 수 있을 것입니다. 이제 구체적인 방법을 아래에서 확인해보도록 하겠습니다.

This report analyzes global e-commerce app download trends, changes in e-commerce download numbers across various markets in 2024, and the performance of e-commerce apps in major Asia-Pacific markets such as South Korea, China, Japan, Southeast Asia, and India. The report also analyzes the digital advertising trends of key e-commerce brands in each market, along with major advertising channels and popular ad materials through Sensor Tower’s Retail Media Insights.

Global e-commerce app downloads are expected to increase by 5.6% in 2024, reaching 6.5 billion

The number of global e-commerce app downloads has continued to rise from 4.3 billion in 2019 to 6.5 billion in 2024. In 2024, global e-commerce app downloads increased by 5.6%, with 63% of these occurring on the Google Play platform.

Source: Sensor Tower App Insights

 

E-commerce app downloads in Latin America, Southeast Asia, and Japan grow by over 20%

Thanks to the launch of Temu in more Latin American markets such as Brazil and Colombia, and the growth of local e-commerce apps like Mercado Libre, e-commerce app downloads in Latin America reached 1.04 billion in 2024, a 26% increase compared to 2023.

E-commerce app downloads in the Southeast Asian market also showed impressive growth of 20% in 2024 compared to the previous year, with Indonesia and the Philippines showing the largest growth. Similarly, e-commerce app downloads in Japan grew by about 20% in 2024, driven by strong performances from apps like Temu and MatsukiyoCocokara.

Source: Sensor Tower App Insights

 

Temu ranks first in global e-commerce app downloads and growth

In 2024, Temu ranked first in overall mobile app downloads across over 40 countries, achieving the top spot in both global e-commerce app downloads and growth, with downloads reaching 550 million, a 69% increase from the previous year. As of December 2024, the total global downloads reached approximately 900 million.

Source: Sensor Tower App Insights

 

Alibaba (1688) emerges as the e-commerce app with the highest download growth rate in the Chinese iOS market

Due to the economic environment, Chinese consumers are turning to e-commerce platforms that offer more benefits. Alibaba’s wholesale purchasing platform, Alibaba (1688), saw a 72% increase in downloads in 2024, becoming the e-commerce app with the highest growth in downloads in the Chinese iOS market, with the app’s MAU also recording an impressive growth rate of 76% in 2024.

The second-hand trading platforms Goofish and Zhuanzhuan saw their downloads increase by 28% and 13%, respectively, ranking 4th and 7th in downloads. The platform JD, which adopted the ‘national subsidy’ policy, saw a 12% increase in downloads and a 16% increase in MAU in 2024.

Thanks to the popularity of the ‘goods economy’, the art toy app Hogaekjowan has rapidly grown, ranking 10th in e-commerce app download growth in 2024.

Source: Sensor Tower App Insights

 

MatsukiyoCocokara ranks first in Japan’s e-commerce app download growth

In October 2021, Japan’s major drugstore Matsumoto Kiyoshi and Cocokara Fine officially completed their merger, establishing MatsukiyoCocokara & Co., the largest drugstore chain group in Japan. At the end of January 2024, MatsukiyoCocokara & Co. launched the mobile app MatsukiyoCocokara, marking a significant milestone in digital transformation.

MatsukiyoCocokara has gained immense popularity among consumers since its launch, based on its strong brand recognition and convenient one-stop service, ranking first in Japan’s e-commerce download rankings in 2024. In the Japanese mobile app download rankings, it ranked third after TikTok and Temu. At the same time, MatsukiyoCocokara has seen a steady increase in monthly active users since its launch, recording a figure in December that was about four times higher than in February.

Source: Sensor Tower App Insights