Shopping app downloads and online buying trends in 2020

Internet software company SEMrush has teamed up with mobile intelligence provider Apptopia and have identified the top brands, via their websites and mobile apps, for online shopping in Q4 2020.
Online shopping and technologyAmazon has dominated globally both on the web and via mobile app. eBay, a consumer-to-consumer marketplace app, has landed itself at the top of the list.

In the US, Walmart is second only to Amazon. This superstore is a go-to for deals year round, but was of particular interest in Q4, as new gaming releases dominated attention. The same applies to Best Buy, which saw record growth in the four quarter. Its app recorded its highest number of daily downloads in its lifetime, as gamers awaited the availability of the PlayStation 5.

In Q4 2020, shopping apps were downloaded 16.7 percent more globally and 18.3 percent more in the US. Quarter-over-quarter, Shopping apps were downloaded about 10 percent more globally and 9 percent more in the US. Many downloads came from people being forced to shop online for the first time due the closure of brick-and-mortar stores.

The top five countries by mobile app sessions of Shopping apps have remained the same in Q4 2020 as they were in Q4 2019. China, United States, India, Brazil and South Korea were the leaders in mobile app sessions.

Chinese consumers out-shopped all others, racking up more than 28 billion Shopping app sessions. China’s mobile Shopping performance is especially impressive as this data is iOS only and does not account for all other app stores used in the country. Consumers in Brazil and the US, however, increased their shopping the most. Shopping app sessions increased 66.3 percent in Brazil and 65.9 percent in the US.

Amazon is the largest ecommerce site on the planet with four of its regional domains entering the top 10 most visited ecommerce websites globally.

Of the non-Amazon sites, Japanese-based Rakuten and US-based eBay can be found at the top of the chart. Walmart, Samsung, and Aliexpress appear to have decreased their website visits. However, it’s possible the decline in website usage could be a result of people opting to use the mobile app instead of the website.

In the US, Amazon takes the #1 spot as the most visited ecommerce website. The site increased visits 24.4 percent.

Etsy grew visits at 32 percent. Wayfair shows growth of 38 percent, a result of home renovations during the pandemic. Home Depot and Lowe’s also appear on this chart for that reason.

Direct traffic accounted for almost 50 percent of website traffic on the market, on average, in Q4. Direct is followed by Search with 30 percent and Referral with 14 percent. Social Media brought in the least amount of traffic for ecommerce sites.

The most significant change is the large increase of traffic generated from social channels (over +30 percent). While social networks are responsible for 2.4 percent of all traffic generated, they have become increasingly popular advertising channels for businesses.

Instagram has updated their app to include a Shop tab, making it easier for consumers to engage with— and purchase from— the brands they follow. There was a 7 percent drop in traffic generated through search traffic. The drop in search traffic may indicate an increase in competition in organic channels which, in turn, makes it more difficult to rank higher.

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