With the spread of mobile technology, mCommerce has started to experience staggering growth. More and more users prefer to shop online via their mobile devices, and in 2016, mobile eCommerce finally overtook desktop in terms of both traffic and budget contributions. The new mCommerce trend seems to complement the mobile marketing revolution. How should the app developers and marketers navigate this environment of growing opportunity and competition?

Based on data provided by Appfigures and Clickky, the research analyzes the Shopping app category worldwide, for Apple Store and Google Play, giving an assessment of the general trends of the market as well as going into details

These insights will be useful for app developers and marketers looking into promotion of Shopping apps worldwide. The research will uncover  the nature and dynamics of the intense competition in mCommerce and will provide ideas on marketing budget allocation and achievement of better advertising campaign results.


Appfigures is an app intelligence platform that provides insights about apps, developers, and SDKs — from revenue and performance analytics for app makers to market trends for analysts, and lead generation for service providers.


Clickky is a full-stack platform for mobile advertisers and publishers. The company offers managed and self-serve user acquisition and monetization solutions as well as API solution AdExchange — a marketplace operating 30,000+ offers daily worldwide. Among company’s clients are application developers, mobile ad networks and agencies, media buyers, DSPs and SSPs.                            


  • Introduction.
  • The landscape of the Shopping category worldwide (data provided by Appfigures):
    2.1. General overview of active apps in the Shopping category.
    2.2. Countries with the highest and lowest quantity of Shopping apps.
    2.3. TOP Shopping Apps in Google Play and AppStore. 2016 ranking overview.
  • A deep dive into Shopping: the top mobile analytic SDKs used by developers (data provided by Appfigures).
  • Cost per Install of mCommerce Android and iOS Apps Worldwide in 2016 (data provided by Clickky).
  • The Install map of Shopping Apps Worldwide as for January 2017 (data provided by Clickky).
  • Conclusion.




In 2016, there was a silent revolution in the world: mobile overtook desktop, both in terms of traffic, and money contribution in eCommerce. Most of the population hasn’t even noticed it yet. Nevertheless, the world has approached ever closer to mobile domination.

Ecommerce mobile marketing in 2017 is expected to bring app developers exciting opportunities. The market is still developing; with that said, it’s becoming less chaotic. To win, mCommerce app developers have to know the major trends that can be observed in each Shopping category. The overview of 2016 is a reliable guide to understanding the main shifts that will take place in 2017.

In 2016, according to the app and developer growth trends report by Appfigures, The Shopping category has made it into the TOP 3 by growth in both app stores.  In this  collaborative research by Appfigures and Clickky, we look at how the Shopping category has changed in 2016.

Dig into the landscape of the shopping worldwide, and find out the average cost per user acquisition, to see how your app compares.



The landscape of the Shopping category worldwide.

2.1. General overview of active apps in Shopping category.


Shopping is the type of category that has become quickly overcrowded with apps during the last few years.  The chart below displays the strong year-over-year growth for the number of shopping apps available on the Google Play Store. The Apple App Store saw a noticeable increase in the growth rate of its Shopping category at the start of 2016. The stronger growth rate persisted throughout 2016 and 2017. Amazon continues to lack relevance, so statistics for the Amazon App Store will be dropped going forward.

Growth of Shopping apps over time for the three stores:

Apart from the fact that mobile e-commerce has been mentioned among the major trends in mobile marketing for 2016-2017, such a notable increase in the number of Shopping apps may result from:

  • A growing tendency of using smartphones to search for information, services and products and purchases.
  • Expansion of companies from real economy (supermarkets, barber shops, gyms, etc.).
  • Location-based solutions for small businesses, for advertising and attracting the users, etc.


Since this category is growing so fast, we may want to reference that the data Appfigures provided was recorded at the beginning of March 2017. Our analysis will be restricted to Shopping Apps that are currently active.






App Store




Google Play













Google Play has the largest number of Shopping apps, while Amazon, with just 3,094 Shopping apps, is far less influential.