Global economic uncertainty, iOS user loyalty, and remarketing efficiency are reshaping mobile commerce strategies, according to AppsFlyer’s 2025 State of eCommerce App Marketing report. The report highlights a significant shift in user acquisition (UA) budgets, with China-based eCommerce apps leading the charge by redirecting investments from the US to Western Europe, driven by tariff concerns and regional market dynamics.
China-based eCommerce apps account for 85% of global iOS UA spend
iOS UA in Germany surged 170% YoY, doubled in France (Jan–May 2025)
Remarketing spend hit $16.4B in 2024, 3.5x higher than UA budgets
iOS users convert 1.3 days faster, with 39% higher first-time purchase rate
Web-to-app install flows rose 38% pre-peak season, 37% in spring 2025
Fraud exposure risks up to $1B globally, with AI-powered solutions critical
Tariff uncertainties and geopolitical shifts are pushing eCommerce brands to rethink their global growth strategies. China-based apps, which dominate with 85% of worldwide iOS UA spend, are reallocating budgets from the US to Western Europe. In Germany, iOS UA spending skyrocketed by 170% year-over-year from January to May 2025, while France saw a doubling of investment. This shift underscores the need for flexible, region-specific strategies to navigate unpredictable market conditions.
"This reallocation signals a broader transformation in mobile growth, shaped by tariff uncertainty, regional platform dynamics, and increasing reliance on loyalty-focused remarketing," said Sue Azari, Industry Lead for eCommerce at AppsFlyer. "With the possibility of regulatory or geopolitical shifts ahead, marketers must be ready to adapt quickly. Brands are now making real-time decisions about where to invest based on regulatory environments, user lifetime value, and competitive positioning across multiple continents."
Remarketing is proving to be a cornerstone of eCommerce growth, with $16.4 billion spent globally in 2024—3.5 times higher than UA budgets. Android’s remarketing share grew from 64% to 77%, reflecting more mature re-engagement strategies. Seasonal trends also shifted, with marketers allocating more budget to acquisition early in the year and prioritizing re-engagement during high-attention periods. In November, re-engagement surged by 218% in the US and 330% in Brazil, highlighting the focus on retaining high-value users during peak seasons.
The report underscores iOS’s superior performance in driving revenue and loyalty. iOS users convert 1.3 days faster than Android users, with a 39% higher first-time purchase rate and 68% stronger re-purchase performance. In-app purchase revenue on iOS grew by 10% in 2025, nearly double Android’s growth rate. India, an Android-dominant market, saw a 44% year-over-year increase in iOS activity, signaling a shift toward platform-driven, high-value user behavior.
Brands are increasingly focusing on web-to-app install flows to drive users to native app environments, where loyalty and conversion rates are higher. Web-to-app flows rose by 38% ahead of the 2024 peak season and an additional 37% in spring 2025. This trend highlights the strategic importance of seamless transitions from web to app to maximize user retention and revenue.
Fraud continues to pose a significant challenge, with up to $1 billion in global eCommerce spend at risk. While iOS fraud rates dropped from 30.1% to 25.9%, Android fraud slightly increased from 9.4% to 10.5%. AI-powered fraud detection solutions are essential for safeguarding marketing budgets and ensuring accurate performance metrics.
AppsFlyer’s findings highlight a dynamic eCommerce landscape where adaptability, platform-specific strategies, and robust fraud protection are critical for success. As brands navigate tariff uncertainties and shifting consumer behaviors, data-driven decisions and loyalty-focused remarketing will shape the future of mobile commerce growth.
AppsFlyer helps brands make good choices for their business and their customers with its advanced measurement, data analytics, deep linking, engagement, fraud protection, data clean room, and privacy-preserving technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer empowers thousands of creators and technology partners to create better, more meaningful customer relationships.
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