Content
Market Dynamics of Mobile Fashion Applications: Trends, Figures, Forecasts by Promodo
September 25, 2024
15 min
Global statistics show that online sales in the fashion industry accounted for 20% in 2023. However, the online segment is growing twice as fast as offline, and these changes are expected to intensify. By 2029, online sales in this niche will reach 40%.
For example, the global fashion retailer Zara generated nearly $36 billion in revenue in 2023, while the Chinese fast-fashion player Shein, which operates exclusively through a mobile app, earned $26 billion in revenue in the third quarter of 2023 alone. According to The Economist, Shein's sales volumes are already larger than those of Zara and H&M combined.
"We are developing our own online ecosystem around a mobile application. This choice is driven by the fact that mobile apps are currently growing twice as fast as web platforms. At the moment, the share of sales through mobile apps accounts for only 30% of the total value of all online sales, but this figure is expected to increase rapidly over the next 5-6 years." Maria Samplavska, Ex-marketing director of INTERTOP
The cost per installation (CPI) of shopping applications varies significantly across different countries in Europe. For instance, in Western Europe (Spain, France, Germany, Italy, the Netherlands), this figure ranges from $1.34 to $1.50, while in Eastern Europe (Poland, Romania, Ukraine), it is much lower at $0.69.
Countries in Western Europe exhibit a higher CPI, which may be linked to greater market competition, higher purchasing power among users, and a more developed mobile advertising infrastructure.
In Eastern European countries, the CPI is significantly cheaper, potentially due to lower market saturation, less competition among advertisers, and relatively low traffic costs.
Ukraine, like its neighboring countries, shows the lowest CPI, making this market attractive for mobile application developers looking to acquire new users at a lower cost.
The average CPA (Cost-per-Acquisition/Action) for promoting mobile applications in the Shopping niche in Europe is $3.44. This figure can vary by country. Currently, the highest median CPA is observed in Switzerland ($8.18), while the lowest is in Poland ($1.59).
It is important to note that these figures are only average indicators. The actual CPA for your mobile application may differ based on factors such as the target audience, the quality of the application, and your advertising strategy, among others.
To assess the situation in the Ukrainian fashion app market, we aggregated and analyzed information from several mobile marketing analytics panels. We looked at seasonality, cost per install, the weighted average conversion rate, as well as benchmarks from the European shopping app market in general.
{{s2}}
Data on all Shopping niches. Source: AppTweak panel report
In terms of market share, Android holds 68% and iOS holds 32%, but the share of the latter is growing month by month.
{{s3}}
Data on all Shopping niches. Source: AppTweak panel report
The main growth in downloads on the Google Play Market occurs from November to February, while demand decreases in spring and summer. The peak month is January, and the month with the lowest figures is July.
For the App Store, the main growth in downloads happens from September to December, with a decline in demand during the summer. The top month is November, and the month with the lowest figures is August.
In the second quarter of 2024:
{{s4}}
Data on all Shopping niches. Source: AppTweak panel report
The leaders in the niche by the number of downloads are traditionally brands like Answear, INTERTOP, and Kasta. These applications have high ratings in the stores—above 4—and have significantly gained traction in terms of downloads on both platforms since the beginning of July 2024.
Additionally, this year, the list of the most popular applications includes mono-brand apps such as Sinsay, Reserved, Adidas, and 4F. In spring 2024, some of these brands returned to the Ukrainian market, while others appeared for the first time and immediately captured a significant share of downloads.
{{s5}}
PR & Marketing Manager at Promodo
I am a former journalist and an ardent follower of the "Cut to the chase" principle.
Together with Promodo's marketing team, I tell about the most interesting things in the world of Ukrainian digital. No stories of successful success – only tips, figures, and working case studies from the leading performance marketing agency. By the way, I talk about our failures as well.
You may also like
Choose quality and trusted services to improve the presence of your company on the Internet, and feel free to contact our UK team if you have any questions.
We at Promodo are ready to help you improve your performance across all digital marketing channels.
Get started
.svg){kind=logo}
