MAAS’ report highlights factors accelerating 'E-Commerce adoption in India'

19th October 2021, Mumbai:

Unified mobile advertising platform MAAS has released a report titled ‘The Dawn of the New-Age Shopper in the New Normal’ that studies the key factors that accelerated e-commerce adoption in India and Southeast Asia in the recent past.

Released in collaboration with US-based mobile app store marketing Intelligence Company, Sensor Tower, the report highlights how COVID-19 has shaped shopping behavior in India.

As per this report, daily active user (DAU) growth in top shopping apps In India accelerated in the past three quarters, after Club Factory’s removal from app stores dampened growth in mid-2020. The top 10 apps averaged more than 7 million DAUs apiece in Q2 2021, up 18 percent year-on-year.

Installation of shopping apps in India showed strong y-o-y growth in July and August 2020 and remained above 2019 levels into 2021. Shopping app installs surged again in July 2021, surpassing 80 million that month, up more than 15 million month-on-month. Meesho alone contributed more than 12 million downloads, up 3.7 million month-on-month.

Day 1 and day 7 retention for the top shopping apps in India reached their highest average since 2020 in Q2 2021. Longer-term retention for the top shopping apps in India peaked in Q3 2020. While retention decreased in the following quarters, it still showed positive growth year-on-year.

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