Future bonus market, e-commerce application downloads in Latin America increased by 14%

The pace of e-commerce development is gradually accelerating, and correspondingly, the installation rate of e-commerce platform applications is increasing .

According to a survey by Adjust , a global mobile marketing analytics platform , the global e-commerce app installation rate increased by 12% year-on-year in 2021. The two fastest growing markets are EMEA (Europe, Middle East and Africa) and Latin America, with year-on-year growth of 18% and 14% respectively.

Although more and more Latin American consumers are paying attention to e-commerce and new users are increasing , the user retention rate of major e-commerce applications is still low. According to data from Adjust, the retention rate of e-commerce applications on the first day after users download is only 19%, and the retention rate drops to 7% one month after downloading.

In 2021, the length of time users logged in and interacted in e-commerce applications increased significantly . The number of global sessions increased by 15% year-on-year in 2021. November 2021 alone was far above the annual average , 29% higher than the 2020 average, 12% higher than the 2021 average , and 12% higher in April 2022. Among them, Latin America increased by 32% compared with the previous year , Europe, the Middle East and Africa increased by 16%, followed by North America and Asia Pacific, with 13% and 12% respectively.

It is worth noting that the average time spent by each user in Latin America on e-commerce applications is more than 10 minutes .

Although sales in Latin America’s e-commerce market have shown a downward trend due to economic pressure , the general trend of consumer habits will continue to push consumers to shop online.

Currently, Latin America has a population of about 600 million and an Internet penetration rate of over 50%. It is expected that by 2025, the number of Internet users will increase by more than 20%, and online retail sales will reach US$160 billion (about RMB 1 trillion). According to a survey in Latin America at the end of 2020, 80% of consumers believe that online shopping will become a normal part of their lives.

Industry insiders believe that sellers can use strategies such as loyalty programs to attract consumers' attention, increase sales and improve consumer participation through interesting and entertaining products . To seize this market, sellers need to seize the opportunity and strike quickly.

Latin America

E-commerce