Appsflyer, a company specialized in mobile marketing, attribution and data analysis, has published its annual report State of eCommerce App Marketing 2025 where he reviews the latest news of the sector.
The report reveals an important change in the global growth strategy: China’s electronic commerce apps, responsible for 85?% of the world -acquisition of user acquisition (UA) in iOS, have begun to redistribute their budgets from the United States to Western Europe. In Germany, the UA expense for iOS grew by 170?% Interannual between January and May 2025, while in France it doubled, evidencing the growing need for flexible regional strategies before an unpredictable economic environment.
«This budget redistribution reflects a broader transformation into mobile growthmarked by tariff uncertainty, the dynamics of each region and a growing dependence on remarketing focused on loyalty »afirma Sue Azari, Industry Lead de eCommerce en AppsFlyer. «Given possible regulatory or geopolitical changes, marketing responsible must be prepared to adapt quickly. Brands are making decisions in real time on where to invest, based on the user’s life, the normative environment and competitiveness between markets ».
Seasonal changes
The report also highlights a change in the seasonal rhythm of spending, since advertisers are advancing their acquisition budgets at the beginning of the year and focusing their remarketing efforts on high -care periods. Globally, the speech in remarketing reached 14.1 billion euros in 2024, 3.5 times more than the UA budgets. Android’s participation increased from 64% to 77%, reflecting more mature reactivation strategies.
iOS above Android
In terms of monetization, IOS Continuaa surpassing Android: Users make their first purchase 1.3 days earlier, with an initial conversion rate 39?% higher and 68?% more likely to repur. Purchasing income within the app (IAP) in iOS grew by 10?% In 2025, almost double that on Android. India stood out with an interannual growth of 44?% In IAP revenues in iOS, which shows that even in Android markets, high -value behavior is increasingly linked to the platform.
In the case of Spain, the purchase time (iOS and Android) was the slowest globally (10–12 post-installation for recurrent purchases) and being also among the last places of the comparison in terms of installation conversion rates to purchase and installation to loyalty.
The exhibition raises in the fraud on Android
At the global level, exposure to fraud, that is, the risk of being a victim of fraudulent activities, approached 860 million euros globally. Fraud rates in iOS fell from 30.1% to 25.9%, while In Android they rose from 9.4% to 10.5%. The solutions promoted by AI remain essential for effective protection.
In conclusion, the current geopolitical and economically uncertain situation has led to the change in the global growth strategy for mobile trade. Marketing responsible have been forced to be fast, flexible and analysts of the actions that are acting efficiently, such as remarketing or protection with fraud, adapting the strategies to each region and need.
Methodology
The State of Ecommerce App Marketing 2025 of Appsflyer analyzes anonymous and aggregates of 1,600 eCommerce apps (excluding marketplaces and groceries of groceries) with at least 3,000 facilities per month per country. The study covers 3.1 billion paid facilities and 26 billion remarketing conversions between October 2023 and May 2025. All results comply with strict volume thresholds and use anonymous methodologies and focused on privacy.
Full report | 2025 Electronic Commerce Marketing Status
