Examining apps in the shopping, eCommerce, and marketplace categories, 1.5 billion non-organic installs, and 9 billion retargeting conversions across 80 billion sessions, the latest State of Shopping App Marketing 2020 Edition by AppsFlyer found that Indonesia saw a 15% rapid increase by May 2020 (5.7%) for retargeting conversions in shopping apps.
The report concluded that Singapore saw a 115% jump in the number of non-organic installs of shopping apps in Singapore during the lockdown and a 55% increase in the number of retargeting conversions. In-app sessions for shopping apps reportedly grew by 42% – once lockdowns were instilled in APAC regions overall, with a 137% increase in Singapore and a 70% increase in Indonesia.
“In Asia-Pacific, the demand for eCommerce & shopping apps surged during lockdowns, with Indonesia alone generating an average of six purchases per shopping app user in April 2020,” said Ronen Mense, the managing director and president of AppsFlyer in the APAC region. “We expect this shift to continue to grow with the upcoming Singles Day in November and holiday season in December and January.”
Mense said that the pandemic greatly accelerated consumer time and money spent on shopping apps, adding that even with an economic recession and increasing unemployment rates negatively impacting general spending, consumers in the APAC region reduced visits to physical stores.
In Singapore for instance, citizens and expatriates are spoiled for choice. They can either pick from the dearth of mobility start-ups such as Grab and Gojek to pick up grocery items for them or purchase from the several hundred online grocery shopping & delivery services such as RedMart, FairPrice, and iHerb. Within the non-grocery items purchased, Mense added that the shift to work from home prompted spending on items that brighten up homes and workplace backgrounds.
“This year, more than ever, it is critical that marketers prepare a carefully-crafted strategy to ensure consumers can find, explore, and shop within their app instead of turning to several alternatives,” said Mense. “Particular attention should be given to messaging that relays a balance between a sense of empathy and festive spending at the same time.”