Singapore tops global e-commerce app install growth at 67% in H1

Shopping app sessions climb 58%, second only to Indonesia.

Singapore’s e-commerce app installs rose 67% year-on-year in the first half (H1), the fastest growth among global markets tracked in a recent report by Adjust.

Shopping app sessions in the city-state jumped 58% over the same period, the second-highest growth after Indonesia’s 62%.

Globally, e-commerce app installs grew 2% in H1, whilst shopping app sessions rose 15%.

“User acquisition is becoming more costly and paid installs are driving a larger share of growth, particularly in fast-growing markets like Singapore, Vietnam, and Indonesia,” said April Tayson, Regional Vice President, INSEA, Adjust.

Singapore recorded a 16% day-one retention rate and 1.45 sessions per user on install day, second to Japan at 17% and 1.51 sessions per user.

The report also said it was amongst several Southeast Asian markets that reduced the number of advertising partners they worked with during the first half.

“The marketers best positioned to grow efficiently will be those with clear visibility into which channels, markets, and campaigns are bringing in high-lifetime-value shoppers. Reliable measurement is key to making that possible,” Tayson added.