2026电商市场状况报告：综合、时尚与美妆

State

ofeCommerce2026Unpacking

MobileandWeb

Performance,ConsumerTrends

andGrowthStrategiesAcrossGeneralMarketplace,Fashion,

andBeautyeCommerceReportSensorTower|

OurCustomersToppublisherstrustSensorTowerinsightstogrowtheirbusiness.

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AllRights

Reserved

3Note:Toppublishersbyappstorerevenue|

Source:SensorTowerSensorTowerApp

Advertising

InsightsForthosewhoneed

visibility

intopaiduseracquisitionstrategies.Enjoyinsightinto:globalandregionalshareof

voice(SOV)acrossappsandthebiggestmobileappadnetworks,topadvertisers,publishers,creatives,

and

more.SensorTowerAppPerformance

InsightsForthosewhoneed

visibility

intothemobileappecosystem.Enjoyinsightinto:apprankings,

downloads,andrevenue;active

users,demographics,retention,

sessions,andtimespent;app

ratingsandreviews,keywords,

searchads,andmore.SensorTowerAudience

InsightsForthosewhoneed

visibility

intoyourexisting,competitor,

andpotentialnewaudiences.Enjoyinsightinto:whichapps

consumersareactuallyinteractingwith(appengagement)AND

whichadsthey’reseeing(adexposure).SensorTowerPathmaticsDigital

AdvertisingInsightsForthosewhoneed

visibility

intothedigitaladecosystem.Gaininsightinto:adsserved,spendandimpressionestimates,

SOV,andmore

across

keychannels,like:

Facebook,Instagram,X(formerlyTwitter),OTT,YouTube,display,video,and

others.

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AllRights

Reserved

4SensorTowerSolutionsSensorTowerVideoGame

InsightsDiscovertopgametrendsonPC

andConsoleplatformsGetdeepinsightsintokey

metrics

likesales,revenue,

DAU,and

MAU

forover140,000PC

and

Console

gamesacross100+globalmarkets.Analyzeshiftsinplayer

behaviortouncovercriticalintelligenceonplayeracquisition

andretention.SensorTowerAdvancedUsage

InsightsForthosewhoneedthedeepest

lookintoappuserengagement.Enjoyinsightinto:sessionsper

user;timespent;

timeof

day;daysusedpertimeperiod;

new,

retained,resurrected,andchurnedusertrends;andcohort

usageoverlap.SensorTowerPathmaticsRetail

MediaInsightsForthosewhoneedindustry-

firstinsightintoon-andoff-site

retailmedianetworkinvestmentsEnjoyinsightinto:adspend,mediamix,shareof

wallet,impressions,andSOVforbrands

andproductsacrossretailers–

gainingacovetedviewintothe

co-brandeddigitaladecosystem

andretailmedia

networks.SensorTowerGaming

InsightsForthosewhoneedthedeepest

lookintothemobilegamingecosystem.Enjoyinsightinto:downloads,

revenue,RPD,andARPDAUbeyondthetop-level

category

(Lifestyle&Puzzle)andcandrill

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

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AllRights

Reserved

5SensorTowerSolutionsDisplayandI

LINELinkedinAdDisplayOTTPinterestRedditSnapchatTikTokXYouTubeUnited

States

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·Australia

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·Brazil

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·Canada

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·France

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·Germany

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·India

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·Indonesia·

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·Italy·

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·Japan

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·Malaysia

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·Mexico·

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·New

Zealand

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·Philippines

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·Singapore

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·SouthKorea

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·Spain

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·Thailand

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·United·

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·KingdomVietnam

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·aorogbnstaFaceSensorTowerData&MethodologySensorTower’sPathmaticsempowersyoutouncover

insights

into

the

digital

advertising

ecosystem,

minimise

ineffective

ad

spend,

and

enhance

the

precision

of

your

advertising

campaigns.

With

Path

matics,

you

gain

visibility

into

the

digital

advertising

landscapes

across

markets

including

the

UnitedStates,

Australia,Brazil,Canada,France,

Germany,Italy,Indonesia,India,Japan,Malaysia,

Mexico,New

Zealand,Philippines,

Singapore,

Spain,

South

Korea,

Thailand,

the

United

Kingdom

and

Vietnam

.Path

maticsprovides

comprehensive

estimates

on

ad

placements,

spending,

impressions,

and

share

ofvoice

(SOV),

as

well

as

in-depth

analysis

of

brands'advertising

strategies

onplatforms

like

Facebook,Instagram,X(formerlyTwitter),YouTube,

and

TikTok,

across

formats

such

as

display

banners,

videos,mobile,andOTT.Pathmatics

collects

digital

ad

samples

from

the

web

and

utilises

statistical

sampling

methods

to

estimate

the

impressions,

cost-per-thousand

impressions

(CPM),andexpenditureassociatedwitheachcreative.

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AllRights

Reserved

6Digital

AdvertisingChannelsSupportedbyPathmatics

AcrossMarketsDesktopMobile

AppMobileVideo

Networksand

VideoAgendaIntroduction

&

Methodology

08

Global

eCommerce

Trends

Overview

09

General

Marketplace

eCommerce

15

FashioneCommerce

18

BeautyeCommerce

23

CaseStudies:Nykaa’Olive

Young&UNIQLO

28

KeyTakeaways

40

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Reserved

7SensorTowerExecutiveSummaryThis

report

provides

an

in-depth

analysis

of

the

key

trends

shaping

the

global

eCommerce

industry

in

2026.

It

examines

the

market

landscape

across

mobile

andweb,

regionalwebsitetra『icgrowthdynamics

and

category-specific

trends

and

leading

player

performance

across

core

segments

including

general

marketplace,fashionandbeautyeCommerce.Thereportalsofeaturesbenchmarkcasestudiesofleadingregional

eCommerceplayersincludingNykaa,OliveYoungandUNIQLO–unpacking

their

business

highlights,

advertising

strategies

and

audience

profiles

to

help

brandsdevelopmoreprecisemarketstrategies.NotesonDownloadandWebsiteEstimatesSensorTower's

download

data

is

based

on

estimatesfromAppStore

and

Google

Play,

excluding

pre-

installs,

re-downloads,

anddownloadsfromthird-partyAndroidstores.

Google

Play

is

not

available

in

MainlandChina.SensorTower’swebsitetra『icanduniquevisitormetricsincludebothdesktopand

mobilewebactivity

across56availablemarketsworldwide.

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AllRights

Reserved

8Global

eCommerce

TrendsOverview

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AllRights

Reserved

9GlobaleCommerceTrends:WebsiteTra#ic

Hits

Record

Levels

as

Mobile

Growth

MaturesSource:SensorTower

AppPerformanceInsights&WebInsights.Note:Website

VisitsandUnique

Visitorsinclude

bothdesktopand

mobilewebtra『icacross56availablemarketsworldwide.GlobaleCommerce

continuesto

demonstratestrongseasonal

patterns,with

major

shopping

events

such

as

Black

Friday,

Christmas

and

New

Year

driving

annual

traffic

peaks

acrosschannels

inthefourthquarter.

InQ42025,

eCommercewebsites

reached

record

levels,

with

visits

rising

9%YoY

and

uniquevisitors

increasing

21%YoY.

Meanwhile,

after

reachingpeaklevelsin2024–2025,mobileuserscaleandengagementhavestabilisedatconsistentlyhighlevels.

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Reserved

102023Q2–2026Q1GlobaleCommerceWebsite

VisitsandUnique

VisitorsTrends2021Q1–2026Q1GlobaleCommerce

AppDownloadsandTimeSpentTrends

DownloadsTimeSpent

VisitsUnique

VisitorsTimeSpent(Years)2021Q12021Q32022Q12022Q32023Q12023Q32024Q12024Q32025Q12025Q32026Q12023Q22023Q32023Q4Un

ique

Visitors2024Q12024Q22024Q32024Q42025Q12025Q22025Q32025Q42026Q1Downloads本报告来源于三个皮匠报告站（）,由用户Id:349461下载,文档Id:1277454,下载日期:2026-07-26Visits40B80B24B10B12B5B0B0B0B0B2B1BGlobaleCommerce

AppDownloadsbyRegion(Q22025–Q12026)EuropeIndiaLatinAmericaNorth

AmericaSoutheast

Asia

China

JapanAfricaMiddleEastKorea+2%-7%+3%

-7%

+9%

+1%

+26%

+7%

+4%1.8B0B0.6B1.2B60B30B0BGlobaleCommerceWebsite

VisitsbyMarket(Q22025–Q12026)IndiaU.S.BrazilJapan

GermanyU.K.RussiaTurkiyeMexicoFrance+3%+3%

-2%GlobaleCommerceGrowth

Map:

IndiaWebsiteTra#icSurges28%,Africa

Mobile

DownloadsRise26%Source:SensorTower

AppPerformanceInsights&WebInsights.Note:Website

VisitsandUnique

Visitorsincludebothdesktopand

mobilewebtrafficacross56availablemarketsworldwide.MobiledownloadgrowthhaslargelystabilisedacrossglobaleCommercemarkets,withAfricastandingoutasthefastest-growingregion,

posting26%year-over-yeargrowthand

serving

as

a

key

engine

of

global

expansion.

On

the

web,

India

continues

to

lead

both

in

scale

and

growth,

generating

nearly

58

billion

visits

over

the

past

12

months

and

deliveringa28%increase

yearover

year–wellaheadofothermajormarkets.

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Reserved

11+1%+9%-3%+2%-2%+2%+28%-5%GlobaleCommerce

AppDownloadSharebyCategory(Q12023–Q12026)

GeneralMarketplace

DepartmentStores

Fashion

QuickCommerce

Coupons

Beauty

SecondhandMarketplace

Other100%50%0%GlobaleCommerceLandscape:GeneralMarketplaceAccountforOver40%of

Apps

Downloads,WhileFashioneCommerceWebsiteTrafficGrows54%Source:SensorTower

AppPerformanceInsights&WebInsights.Note:Website

VisitsandUnique

Visitorsincludebothdesktopandmobilewebtrafficacross56availablemarketsworldwide.GeneralmarketplaceplatformsremainedthefoundationofglobaleCommerceinQ12026,accountingfor41%ofappdownloads.Fashion(15%),coupons(11%)andsecondhand

marketplaces

(8.6%)followed,while

beauty

eCommerce

representedjust3.4%

oftotal

downloads.

On

the

web,

fashion

eCommerce

emerged

as

a

standout

growth

category.

Websitevisits

climbed

from

5.25

billion

in

Q1

2024

to

9.2

billion

in

Q1

2026,

representing

75%

growth

over

twoyears.

By

Q1

2026,

the

category

accounted

for

12.6%

oftotal

eCommercewebsitetraffic,makingitanincreasinglyimportantgrowthchannelforfashionbrands.

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AllRights

Reserved

12GlobaleCommerceWebsite

VisitsbyCategory(Q22023–Q12026)

SecondhandMarketplace

Home&

Garden

Others

GeneralMarketplace

ConsumerElectronics

Fashion

Coupons2023Q12023Q22023Q32023Q42023Q22023Q32023Q42024Q12024Q22024Q32025Q12025Q22025Q32025Q42024Q42026Q12024Q12024Q22026Q12025Q42025Q32025Q22025Q12024Q42024Q340B80B0BGlobaleCommercePlatforms:Mobile

AppMAUvs.WebsiteUnique

Visitors(Q12026)WebsiteUn

ique

Visitors1B0.8B0.6B0.4B0.2B0B0B

0.2B0.4B0.6B0.8BMonthly

ActiveUsers–Mobile

AppYoYGrowthinMobile

AppMAUandWebsiteUnique

Visitors

AmongGlobaleCommercePlatforms(Q12026)YoYGrowth–Webs

iteUnique

Visitors80%●

SHEIN60%MeeshoShopee20%Amazon0%-20%-40%-15%-10%-5%0%5%10%15%20%YoYGrowth–Mobile

AppMAU●

AmazonAliEx.press●

FlipkartMercado●

Meesho●

SHEINTemuShopeeLeadingeCommerce

Platforms:Temu

Ranks#2Globallyin

Both

MobileandWeb

Users,WhileSHEIN’sWebsiteUnique

VisitorsSurge70%

YoYSource:SensorTower

AppPerformanceInsights&WebInsights.Note:Website

VisitsandUnique

Visitorsincludebothdesktopandmobilewebtrafficacross56availablemarketsworldwide.Amazon

remainedtheglobal

leaderincross-platformuserscalein

Q1

2026,

though

growth

slowed

across

both

mobile

and

web.

Temu

ranked

second

globally

in

both

mobile

MAU

and

website

uniquevisitors,withmobileMAUincreasing24%yearoveryear–thestrongestgrowthamongeCommerceplatforms.SHEIN

ledwebsiteaudiencegrowth,with

uniquevisitorssurging70%year

over

year

in

Q1

2026.

Meanwhile,

A,

Meesho

and

Shopee

also

outperformed

industry

benchmarks,

highlighting

the

growing

importance

ofweb

channels

in

customer

acquisition

strategies.

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13A40%25%Temu●TemuWebsiteUnique

Visitors(Jan2025–Apr2026)U.S.

Brazil45M30M15M0MExpandingGrowthMarkets,Optimising

AdInvestment,StrengtheningBrand&

WebsitePerformanceBecomeKeyPrioritiesforLeadingeCommercePlatformsSource:SensorTower

AppPerformanceInsights&WebInsights.Note:Website

VisitsandUnique

Visitorsincludebothdesktopandmobilewebtrafficacross56availablemarketsworldwide.Temu

recalibrated

its

growthstrategy

in

2025,scaling

back

U.S.

ad

investmentwhile

accelerating

expansion

in

emerging

marketssuch

as

Brazil,

where

website

traffic

increased

alongside

marketing

activity.

Unlike

Amazon’s

relatively

balanced

cross-platform

audience,

Temu

and

SHEIN

continue

to

rely

primarily

on

mobile

apps,

with

limited

overlap

betweenwebandappusers.

Ascompetitionintensifies,improvingwebsiteperformanceandstrengtheningbrandpresencearebecomingcriticalgrowthleversforexpandingreach

andacquiringusersacrossglobalmarkets.

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14Temu

AdImpressions(Jan2025–Apr2026)

U.S.UserOverlap

Across

Amazon,Temu&SHEIN(Q12026)

WebAppWeb&

AppJan

2025Mar2025May2025Jul2025Sep2025Nov2025Jan

2026Mar2026Jan

2025Mar2025May2025Jul

2025Sep2025Nov2025Jan

2026Mar202644.7%30.9%27.6%80.6%66.8%16.2%

Brazil100%24.4%50%5.6%3.2%0%12B3B0B0BGeneralMarketplace

eCommerce

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Reserved

15GlobalGeneralMarketplaceeCommerce:MobileDownloadsandTimeSpent(Years)–Q12026

2025Q1

2026Q1-5.3%720M+0.4%1.57M

1.58MMobileDownloadsTimeSpent(Years)GlobalGeneralMarketplaceeCommerce:WebsiteUniqueVisitorsGrowNearly

11%,

WhileMobile

ActivityStabilisesSource:SensorTower

AppPerformanceInsights&WebInsights.Note:Website

VisitsandUnique

Visitorsincludebothdesktopandmobilewebtrafficacross56availablemarketsworldwide.InQ12026,globalgeneral

marketplace

eCommerce

continued

to

undergo

a

structural

shift.

Mobile

downloads

declinedyear

over

year,

signalling

that

user

growth

has

peaked

andthecategoryisenteringa

more

mature,competitive

phase.

Incontrast,website

uniquevisitorssurged

10.9%,

significantly

outpacing

mobile

growth

and

emerging

as

a

key

sourceofnewuseracquisition.Asaresult,

brands

must

rebalance

channel

investments

–

optimising

engagement

among

existing

userswhile

strengtheningthe

strategic

role

of

thewebasacriticalcustomeracquisitiongateway.

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Reserved

16GlobalGeneralMarketplaceeCommerce:Website

VisitsandUniqueVisitors—Q1202638.7B38.5B3.3BWebsiteUnique

Visitors

2025Q1

2026Q1Website

Visits3.7B+10.9%+0.5%680MGlobalGeneralMarketplaceeCommerceWebsite

AverageMonthly

VisitsbyMarket(Q12026)IndiaU.S.BrazilJapanRussiaGermanyU.K.MexicoTurkiyeIndonesiaKoreaItaly0BGlobalGeneralMarketplaceeCommerceWebsite

AverageMonthly

VisitGrowthbyMarket(YoY,Q12026)IndiaU.S.Brazil

Japan

Russia

Germany

U.K.

Mexico

Turkiye

Indonesia

Korea