2026电商市场状况报告：综合、时尚与美妆

Report

Stateof

eCommerce2026

UnpackingMobileandWebPerformance,ConsumerTrendsandGrowthStrategiesAcrossGeneralMarketplace,Fashion,andBeautyeCommerce

SensorTower|OurCustomers

ToppublisherstrustSensorTowerinsightstogrowtheirbusiness.

Note:Toppublishersbyappstorerevenue|Source:SensorTower

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SensorTower

Solutions

SensorTower

AppAdvertisingInsights

Forthosewhoneedvisibilityintopaiduseracquisition

strategies.

Enjoyinsightinto:globaland

regionalshareofvoice(SOV)

acrossappsandthebiggest

mobileappadnetworks,top

advertisers,publishers,creatives,andmore.

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AudienceInsights

Forthosewhoneedvisibilityintoyourexisting,competitor,andpotentialnewaudiences.

Enjoyinsightinto:whichappsconsumersareactually

interactingwith(app

engagement)ANDwhichadsthey’reseeing(adexposure).

SensorTower

PathmaticsDigitalAdvertisingInsights

Forthosewhoneedvisibilityintothedigitaladecosystem.

Gaininsightinto:adsserved,

spendandimpressionestimates,SOV,andmoreacrosskey

channels,like:Facebook,

Instagram,X(formerlyTwitter),

OTT,YouTube,display,video,andothers.

SensorTower

AppPerformanceInsights

Forthosewhoneedvisibilityintothemobileappecosystem.

Enjoyinsightinto:apprankings,downloads,andrevenue;activeusers,demographics,retention,sessions,andtimespent;appratingsandreviews,keywords,searchads,andmore.

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Solutions

SensorTower

AdvancedUsageInsights

Forthosewhoneedthedeepestlookintoappuserengagement.

Enjoyinsightinto:sessionsperuser;timespent;timeofday;

daysusedpertimeperiod;new,retained,resurrected,and

churnedusertrends;andcohortusageoverlap.

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PathmaticsRetailMediaInsights

Forthosewhoneedindustry-firstinsightintoon-andoff-siteretailmedianetwork

investments

Enjoyinsightinto:adspend,

mediamix,shareofwallet,

impressions,andSOVforbrandsandproductsacrossretailers–gainingacovetedviewintotheco-brandeddigitaladecosystemandretailmedianetworks.

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VideoGameInsights

DiscovertopgametrendsonPCandConsoleplatforms

Getdeepinsightsintokeymetricslikesales,revenue,DAU,andMAUforover140,000PCandConsolegamesacross100+global

markets.Analyzeshiftsinplayerbehaviortouncovercritical

intelligenceonplayeracquisitionandretention.

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GamingInsights

Forthosewhoneedthedeepestlookintothemobilegaming

ecosystem.

Enjoyinsightinto:downloads,revenue,RPD,andARPDAU

beyondthetop-levelcategory(Lifestyle&Puzzle)andcandrilldeeperintogenres(Puzzle,

Arcade,etc.)andsub-genres(Swap,Word,etc.).

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SensorTower

Data&Methodology

SensorTower’sPathmaticsempowersyoutouncoverinsightsintothedigitaladvertisingecosystem,minimiseineffectiveadspend,andenhancetheprecisionofyouradvertisingcampaigns.WithPathmatics,yougainvisibilityintothedigitaladvertisinglandscapesacrossmarketsincludingtheUnitedStates,Australia,Brazil,Canada,France,Germany,Italy,Indonesia,India,Japan,Malaysia,Mexico,NewZealand,Philippines,Singapore,Spain,SouthKorea,Thailand,theUnitedKingdomandVietnam.Pathmaticsprovidescomprehensiveestimatesonadplacements,spending,impressions,andshareofvoice(SOV),aswellasin-depthanalysisofbrands'advertisingstrategiesonplatformslikeFacebook,Instagram,X(formerlyTwitter),YouTube,andTikTok,acrossformatssuchasdisplaybanners,videos,mobile,andOTT.

Pathmaticscollectsdigitaladsamplesfromthewebandutilisesstatisticalsamplingmethodstoestimatetheimpressions,cost-per-thousandimpressions(CPM),andexpenditureassociatedwitheachcreative.

DigitalAdvertisingChannelsSupportedbyPathmaticsAcrossMarkets

DesktopMobileAppMobile

VideoNetworksandVideo

DisplayandI

EQ\*jc3\*hps28\o\al(\s\up7(Face),nsta)

EQ\*jc3\*hps28\o\al(\s\up7(b),g)

EQ\*jc3\*hps28\o\al(\s\up7(o),r)

EQ\*jc3\*hps28\o\al(\s\up7(o),a)

LINELinkedinAdDisplayOTTPinterestRedditSnapchatTikTokXYouTube

UnitedStates············

Australia········

Brazil······

Canada··········

France·······

Germany··········

India·····

Indonesia·······

Italy······

Japan······

Malaysia······

Mexico···

NewZealand····

Philippines······

Singapore····

SouthKorea····

Spain·······

Thailand····

United

···········

Kingdom

Vietnam·····

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Agenda

Introduction&Methodology08 GlobaleCommerceTrendsOverview09 GeneralMarketplaceeCommerce15 FashioneCommerce18 BeautyeCommerce23 CaseStudies:Nykaa’OliveYoung&UNIQLO28 KeyTakeaways40

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SensorTower

ExecutiveSummary

Thisreportprovidesanin-depthanalysisofthekeytrendsshapingtheglobaleCommerceindustryin2026.Itexaminesthemarketlandscapeacrossmobileandweb,regionalwebsitetra『icgrowthdynamicsandcategory-specifictrendsandleadingplayerperformanceacrosscoresegmentsincludinggeneralmarketplace,fashionandbeautyeCommerce.

ThereportalsofeaturesbenchmarkcasestudiesofleadingregionaleCommerceplayersincludingNykaa,OliveYoungandUNIQLO–unpackingtheirbusinesshighlights,advertisingstrategiesandaudienceprofilestohelpbrandsdevelopmoreprecisemarketstrategies.

NotesonDownloadandWebsiteEstimates

SensorTower'sdownloaddataisbasedonestimatesfromAppStoreandGooglePlay,excludingpre-installs,re-downloads,anddownloadsfromthird-partyAndroidstores.GooglePlayisnotavailableinMainlandChina.

SensorTower’swebsitetra『icanduniquevisitormetricsincludebothdesktopandmobilewebactivityacross56availablemarketsworldwide.

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GlobaleCommerceTrendsOverview

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GlobaleCommerceTrends:WebsiteTra#icHitsRecordLevelsasMobileGrowthMatures

Source:SensorTowerAppPerformanceInsights&WebInsights.Note:WebsiteVisitsandUniqueVisitorsincludebothdesktopandmobilewebtra『icacross56availablemarketsworldwide.

2021Q1–2026Q1GlobaleCommerceAppDownloadsandTimeSpentTrends

DownloadsTimeSpent

2B

1B

0B

24B

12B

0B

Downloads

2021Q1

2021Q3

2022Q1

2022Q3

2023Q1

2023Q3

2024Q1

2024Q3

2025Q1

2025Q3

2026Q1

TimeSpent(Years)

2023Q2–2026Q1GlobaleCommerceWebsiteVisitsandUniqueVisitorsTrends

VisitsUniqueVisitors

80B

40B

0B

10B

5B

0B

Visits

UniqueVisitors

2023Q2

2023Q3

2023Q4

2024Q1

2024Q2

2024Q3

2024Q4

2025Q1

2025Q2

2025Q3

2025Q4

2026Q1

GlobaleCommercecontinuestodemonstratestrongseasonalpatterns,withmajorshoppingeventssuchasBlackFriday,ChristmasandNewYeardrivingannualtrafficpeaksacrosschannelsinthefourthquarter.InQ42025,eCommercewebsitesreachedrecordlevels,withvisitsrising9%YoYanduniquevisitorsincreasing21%YoY.Meanwhile,afterreachingpeaklevelsin2024–2025,mobileuserscaleandengagementhavestabilisedatconsistentlyhighlevels.

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GlobaleCommerceGrowthMap:IndiaWebsiteTra#icSurges28%,AfricaMobileDownloadsRise26%

60B

30B

0B

GlobaleCommerceWebsiteVisitsbyMarket(Q22025–Q12026)

+28%

+3%

+3%-2%

+1%

+9%

-3%

+2%

-2%

+2%

IndiaU.S.BrazilJapanGermanyU.K.RussiaTurkiyeMexicoFrance

Source:SensorTowerAppPerformanceInsights&WebInsights.Note:WebsiteVisitsandUniqueVisitorsincludebothdesktopandmobilewebtrafficacross56availablemarketsworldwide.

GlobaleCommerceAppDownloadsbyRegion(Q22025–Q12026)

EuropeIndia

LatinAmerica

NorthAmerica

SoutheastAsiaChinaJapanAfrica

MiddleEastKorea

+2%

-7%

+3%

-7%

+9%

+1%

+26%

+7%

+4%

-5%

1.8B

0B0.6B1.2B

MobiledownloadgrowthhaslargelystabilisedacrossglobaleCommercemarkets,withAfricastandingoutasthefastest-growingregion,posting26%year-over-yeargrowthandservingasakeyengineofglobalexpansion.Ontheweb,Indiacontinuestoleadbothinscaleandgrowth,generatingnearly58billionvisitsoverthepast12monthsanddeliveringa28%increaseyearoveryear–wellaheadofothermajormarkets.

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GlobaleCommerceLandscape:GeneralMarketplaceAccountforOver40%ofAppsDownloads,WhileFashioneCommerceWebsiteTrafficGrows54%

GlobaleCommerceWebsiteVisitsbyCategory(Q22023–Q12026)

GeneralMarketplaceConsumerElectronics

80B

40B

0B

SecondhandMarketplaceHome&Garden

Others

FashionCoupons

2023Q2

2023Q3

2023Q4

2024Q1

2024Q2

2024Q3

2024Q4

2025Q1

2025Q2

2025Q3

2025Q4

2026Q1

Source:SensorTowerAppPerformanceInsights&WebInsights.Note:WebsiteVisitsandUniqueVisitorsincludebothdesktopandmobilewebtrafficacross56availablemarketsworldwide.

GlobaleCommerceAppDownloadSharebyCategory(Q12023–Q12026)

GeneralMarketplaceDepartmentStores

Fashion

QuickCommerce

CouponsBeauty

SecondhandMarketplaceOther

100%

50%

0%

2023Q1

2023Q2

2023Q3

2023Q4

2024Q1

2024Q2

2024Q3

2024Q4

2025Q1

2025Q2

2025Q3

2025Q4

2026Q1

GeneralmarketplaceplatformsremainedthefoundationofglobaleCommerceinQ12026,accountingfor41%ofappdownloads.Fashion(15%),coupons(11%)andsecondhandmarketplaces(8.6%)followed,whilebeautyeCommercerepresentedjust3.4%oftotaldownloads.Ontheweb,fashioneCommerceemergedasastandoutgrowthcategory.Websitevisitsclimbedfrom5.25billioninQ12024to9.2billioninQ12026,representing75%growthovertwoyears.ByQ12026,thecategoryaccountedfor12.6%oftotaleCommercewebsitetraffic,makingitanincreasinglyimportantgrowthchannelforfashionbrands.

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LeadingeCommercePlatforms:TemuRanks#2GloballyinBothMobileandWebUsers,WhileSHEIN’sWebsiteUniqueVisitorsSurge70%YoY

A

40%

Temu

25%

YoYGrowthinMobileAppMAUandWebsiteUniqueVisitorsAmongGlobaleCommerce

Platforms(Q12026)

YoYGrowth–WebsiteUniqueVisitors

80%

●SHEIN

60%

MeeshoShopee

20%

Amazon

0%

-20%

-40%

-15%-10%-5%0%5%10%15%20%

YoYGrowth–MobileAppMAU

Source:SensorTowerAppPerformanceInsights&WebInsights.Note:WebsiteVisitsandUniqueVisitorsincludebothdesktopandmobilewebtrafficacross56availablemarketsworldwide.

GlobaleCommercePlatforms:MobileAppMAUvs.WebsiteUniqueVisitors(Q12026)

WebsiteUniqueVisitors

1B

0.8B

0.6B

0.4B

0.2B

0B

●Amazon

●

AliEx

.

press

●Flipkart

Mercado

●Meesho

●SHEIN

Temu

Shop

ee

0B0.2B0.4B0.6B0.8B

MonthlyActiveUsers–MobileApp

Amazonremainedthegloballeaderincross-platformuserscaleinQ12026,thoughgrowthslowedacrossbothmobileandweb.TemurankedsecondgloballyinbothmobileMAUandwebsiteuniquevisitors,withmobileMAUincreasing24%yearoveryear–thestrongestgrowthamongeCommerceplatforms.SHEINledwebsiteaudiencegrowth,withuniquevisitorssurging70%yearoveryearinQ12026.Meanwhile,A,MeeshoandShopeealsooutperformedindustrybenchmarks,highlightingthegrowingimportanceofwebchannelsincustomeracquisitionstrategies.

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ExpandingGrowthMarkets,OptimisingAdInvestment,StrengtheningBrand&WebsitePerformanceBecomeKeyPrioritiesforLeadingeCommercePlatforms

Source:SensorTowerAppPerformanceInsights&WebInsights.Note:WebsiteVisitsandUniqueVisitorsincludebothdesktopandmobilewebtrafficacross56availablemarketsworldwide.

TemuAdImpressions(Jan2025–Apr2026)

U.S.

12B

0B

Brazil

3B

0B

UserOverlapAcrossAmazon,Temu&SHEIN(Q12026)

WebAppWeb&App

100%

24.4%

80.6%

50%

44.7%

27.6%

16.2%

0%

30.9%

66.8%

5.6%

3.2%

TemuWebsiteUniqueVisitors(Jan2025–Apr2026)

U.S.Brazil

45M

30M

15M

Jan2025

Mar2025

May2025

Jul2025

Sep2025

Nov2025

Jan2026

Mar2026

0M

Jan2025

Mar2025

May2025

Jul2025

Sep2025

Nov2025

Jan2026

Mar2026

Temurecalibrateditsgrowthstrategyin2025,scalingbackU.S.adinvestmentwhileacceleratingexpansioninemergingmarketssuchasBrazil,wherewebsitetrafficincreasedalongsidemarketingactivity.UnlikeAmazon’srelativelybalancedcross-platformaudience,TemuandSHEINcontinuetorelyprimarilyonmobileapps,withlimitedoverlapbetweenwebandappusers.Ascompetitionintensifies,improvingwebsiteperformanceandstrengtheningbrandpresencearebecomingcriticalgrowthleversforexpandingreachandacquiringusersacrossglobalmarkets.

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GeneralMarketplaceeCommerce

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GlobalGeneralMarketplaceeCommerce:WebsiteUniqueVisitorsGrowNearly11%,WhileMobileActivityStabilises

GlobalGeneralMarketplaceeCommerce:WebsiteVisitsandUnique

Visitors—Q12026

2025Q1

+10.9%

3.7B

WebsiteUniqueVisitors

2026Q1

WebsiteVisits

38.7B

38.5B

3.3B

+0.5%

Source:SensorTowerAppPerformanceInsights&WebInsights.Note:WebsiteVisitsandUniqueVisitorsincludebothdesktopandmobilewebtrafficacross56availablemarketsworldwide.

GlobalGeneralMarketplaceeCommerce:MobileDownloadsandTime

Spent(Years)–Q12026

2025Q1

2026Q1

-5.3%

680M

720M

+0.4%

1.57M1.58M

MobileDownloads

TimeSpent(Years)

InQ12026,globalgeneralmarketplaceeCommercecontinuedtoundergoastructuralshift.Mobiledownloadsdeclinedyearoveryear,signallingthatusergrowthhaspeakedandthecategoryisenteringamoremature,competitivephase.Incontrast,websiteuniquevisitorssurged10.9%,significantlyoutpacingmobilegrowthandemergingasakeysourceofnewuseracquisition.Asaresult,brandsmustrebalancechannelinvestments–optimisingengagementamongexistinguserswhilestrengtheningthestrategicroleofthewebasacriticalcustomeracquisitiongateway.

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GlobalGeneralMarketplaceeCommerce:IndiaandIndonesiaLeadWebsiteTra#icGrowth

GlobalGeneralMarketplaceeCommerceWebsiteAverageMonthlyVisit

GrowthbyMarket(YoY,Q12026)

India

U.S. Brazil Japan RussiaGermany U.K. Mexico TurkiyeIndonesia KoreaItaly

21.1%

-5.0%

4%

-3.0%

-6.6%

4%

6.3%

-9.0%

-7.3%

19.3%

-14.1%

-5.4%

-15%-10%-5%0%5%10%15%20%25%

Source:SensorTowerAppPerformanceInsights&WebInsights.Note:WebsiteVisitsandUniqueVisitorsincludebothdesktopandmobilewebtrafficacross56availablemarketsworldwide.

GlobalGeneralMarketplaceeCommerceWebsiteAverageMonthlyVisitsby

Market(Q12026)

India

U.S. Brazil Japan RussiaGermany U.K. Mexico TurkiyeIndonesia KoreaItaly

2.6B

1.3B

0B

InQ12026,globalgeneralmarketplaceeCommercewebsitetrafficshowedclearmarketdivergence.Indianotonlyledtheworldinaveragemonthlyvisits,butalsorecordedthestrongestgrowthat21.1%yearoveryear,makingitakeydriverofcategoryexpansion.Indonesia(+19.3%)andtheUnitedKingdom(+6.3%)alsopostednotablegains.Incontrast,severalmaturemarketsfacedpressure,withwebsitetrafficdecliningintheUnitedStates(-5%),Japan(-3%)andSouthKorea(-14.1%).Theresultshighlightawideninggrowthgapbetweenemergingandmaturemarkets.

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FashioneCommerce

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GlobalFashioneCommerce:WebsiteVisits&UniqueVisitorsSurge54%and64%YoY

9.2B

6B

1,565M

952M

GlobalFashioneCommerceWebsiteVisitsandUniqueVisitors–Q12026

2025Q1

2026Q1

+53.7%

+64.3%

WebsiteVisits

WebsiteUniqueVisitors

Source:SensorTowerAppPerformanceInsights&WebInsights.Note:WebsiteVisitsandUniqueVisit