appsFlyer, a marketing application platform, has just released the E-commerce App Marketing Statistics Report 2025. The data is compiled from 1,600 e-commerce applications (excluding marketplaces and food delivery applications) with at least 3,000 monthly installation/co country.
The study includes 3.1 billion paid installation and 26 billion Remarketing conversion from October 2023 to May 2025. All data meets the minimum volume threshold and complies with strict data security procedures.
According to the compiled data, remarketing spending will reach 16.4 billion USD in 2024, 3.5 times the UA budget. The Android market share increased from 64% to 77%, showing that the reinteractive strategy is growing.
The traffic of web-to-app installation increased sharply: increased by 38% before the peak season and 37% in the spring of 2025, showing efforts to guide users from the web to the application - where conversion rates and loyalty levels are higher.
Mobile advertising fraud causes a global loss of nearly 1 billion USD. The iOS fraud rate fell from 30.1% to 25.9%, while Android increased slightly from 9.4% to 10.5%. AI-based anti-fraud technologies continue to play a key role.
The data also shows that China-based e-commerce apps, which currently account for 85% of total global spending on iOS (UA), are being adjusted to budget, withdrawing from the US market to focus on investing heavily in the Western European region.
In Germany, UA spending on iOS increased by 170% year-on-year in the January-May 2025 period; while in France, spending also doubled, reflecting the growing importance of flexible and personalized regional development strategies in the context of a fluctuating market.
Ms. Sue Azari, Director of E-commerce at appsFlyer, shared: "The budget reallocation is a clear testament to the global shift in mobile growth, led by tariff fluctuations, unique drivers of each market and increasing dependence on remarketing to strengthen user loyalty".
On platforms, iOS continues to dominate in terms of revenue generation capabilities. iOS users have a shorter switching time of 1.3 days, a 39% higher first-time purchase rate, and a 68% higher buyback rate than Android, showing high loyalty and long-term value potential from UA campaigns.
App purchases on iOS will increase by 10% in 2025, nearly double the growth rate of Android. Even in a region dominated by Android like India, iOS app revenue has grown by 44 percent year-on-year, reflecting the platform's growing influence on high-value consumer behavior.
