Sensor Tower: European Retail Application Report 2021

The surge in mobile commerce over the past two years has helped retail apps become one of the fastest-growing categories in Europe, with particularly strong growth rates in 2021. Sensor Tower’s European Retail Apps Report is an insight into the top mobile retail apps in Europe, including consumer electronics, marketplaces, apparel & fashion, and additional retail subcategories from 2019 to 2021.

Installations grew to 572 million in 2021, up 3% year-on-year

In the first three quarters of 2021, retail app installations reached 572 million times across the App Store and Google Play.

As downloads of the top retail apps grew in 2021, user adoption also grew by 15% in the first 10 months of 2021. Data predicts that installations of European retail apps will continue to rise, reaching 187 million in the first quarter of 2022.

Early Black Friday creative keeps SHEIN top of mind

Fast fashion retailer SHIN has risen to the first place, making it into the top ten retail apps in the first half of 2021. SHEIN is one of the leading advertisers in terms of total spend among other competitors in the UK.

SHEIN’s first Black Friday themed creative appeared more than 30 days before Black Friday 2021. Most of their ads that received the most impressions focused on 80% off discounts or mentioned free shipping.

Russia, UK and Türkiye lead the mobile app space for sportswear and footwear

SensorTower data shows that Nike and Adidas have ranked top two in terms of sportswear and footwear app adoption in Europe since 2019. Russia currently leads the market in terms of monthly active users, accounting for 18% of the top European sportswear and footwear monthly active users in the first 10 months of 2021.

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