The rise of e-commerce has transformed the way Indians shop in the country. With a population of over 1.4 billion and a rapidly growing economy, online shoppers are projected to reach 427 million by 2027, driving the e-commerce market to an estimated value of $300 billion by2030. Notably, shopping apps rank as the third highest app vertical in India, trailing only behind games and utility apps.
In 2023, mobile users in India spent nearly 13 billion hours on shopping apps, with usage skyrocketing by 35% in 2021. The 2024 AppsFlyer report on e-commerce app marketing reveals essential insights into user behavior and marketing trends, highlighting the importance of investing in user acquisition (UA) before the holidays, focusing efforts on the first purchase, and diversifying advertising channels.
To thrive in this dynamic market, marketers must implement strategic tactics to engage Indian consumers to make their shopping app a user magnet.
Getting an app under the spotlight
70% of e-commerce orders in India account for electronics and apparel, indicating a strong market for shopping apps focused on these categories. To make a stellar first impression, it is important to use high-quality screenshots, an enticing yet informative video preview, and a clear, concise description that highlights the app’s unique features and benefits. Marketing strategies should be tailored to acquire customers from tier II cities and towns who occupy 60% of online order share. Regularly updating an app’s listing to reflect new features and seasonal promotions is crucial, as over 50% of users tend to update their apps within a week of release.
Create a Seamless User Experience to retain users
A smooth, intuitive user experience can be achieved by focusing on fast load times, easy navigation, and a visually appealing interface. Consider conducting user testing to identify and resolve pain points.
Encourage User Feedback and Engagement
User Generated Content (UGC) especially positive reviews and ratings boosts an app’s credibility and also its ranking in app stores. With the penetration rate of social commerce estimated at 25%, an app’s features should be easy enough for users to share their experiences on social media.
Mobile OEMs: A Strategic Advantage for Shopping Apps
In India, where the e-commerce landscape is rapidly evolving, leveraging specialized advertising through mobile OEMs can unlock significant potential for app growth and user engagement. Pre-install deals such as Dynamic Preloads and app store featuring on OEM alternative app stores such as the Samsung Galaxy Store, Xiaomi GetApps store, or Vivo V-Appstore among others, can drive a substantial number of installs.
Alternative app stores are a goldmine for shopping apps looking for their next big audience or for the audience looking for their next big shopping app. Through the various mechanisms available for an app to be featured front and center in the app store, apps can practically take over the app store for the duration of the campaign. Be it Samsung’s EGP, Xiaomi’s or OPPO’s app of the day, video featuring, and more, there are a multitude of ways for an app to grab a user’s attention. What’s more, due to the less saturated and more diversified nature of mobile OEMs, shopping apps have a much better opportunity to stand out and carve out a user base for themselves.
Smart Targeting and Retargeting Strategies
Marketers can use retargeting campaigns via push notifications to re-engage users who have shown interest but haven’t completed the download or purchase process. By leveraging user data together with mobile OEM targeting capabilities, shopping apps can capture the attention of users before checkout, when there are special offers on previously looked-at items, or to simply notify users of a sale or other special offer such as a deal of the day. The possibilities are endless.
Mobile OEMs can help elevate a brand
Brands can reach potential customers who are less exposed to traditional digital ad channels like Google or Facebook through multiple touchpoints that go beyond lock screen ads, integrated newsfeed ads, splash ads in OEM system apps (like clock, video, or music apps), and push notification ads. Branding campaigns thus remain top-of-mind for users, engaging them seamlessly throughout their device use without disrupting their experience. Various ad formats such as video ads, interstitials, and native ads allow marketers to highlight the unique value propositions of their app to encourage installs.
Building Loyalty Beyond Downloads
Marketers must optimize their app’s visibility and download rate through keyword updates, fresh content, and engaging visuals. App store optimization should be an ongoing effort to stay relevant. Users should also be engaged via regular updates, personalized offers, and interactive features which value-add and are presented in a non-intrusive manner.
Discover the path to success for your shopping app
Transforming a shopping app into a user magnet involves a blend of optimized app store listings, seamless user experience, strategic advertising in the right channels and with the right mobile OEM partners, and ongoing engagement. By implementing these tactics, brands can significantly enhance their app’s visibility, user acquisition, and user retention.
