2026年亚太地区全渠道零售发展报告 State of APAC Omnichannel Retail 2026 Digital Growth Strategies for Retail Leaders

Stateof

APACOmnichannelRetail2026

DigitalGrowthStrategiesforRetailLeaders

SensorTower

Introduction/Overview

SensorToweristheleadingsourceofmobileapp,digitaladvertising,retailmedia,andaudienceinsightsforthelargestbrandsandapppublishersacrosstheglobe.

Withamissiontomeasuretheworld’sdigitaleconomy,SensorTower’saward-

winningplatformdeliversunmatchedvisibilityintothemobileappanddigital

ecosystem,empoweringorganizationstostayaheadofchangingmarketdynamicsandmakeinformed,strategicdecisions.

Foundedin2013,SensorTower’smobileappinsightshavehelpedmarketers,app,andgamedevelopersdemystifythemobileapplandscapewithvisibilityintousage,engagement,andpaidacquisitionstrategies.Today,SensorTower’sdigitalmarketinsightsplatformhasexpandedtoincludeAudience,RetailMedia,andPathmaticsDigitalAdvertisingInsights,helpingbrandsandadvertisersunderstandtheir

competitors’advertisingstrategiesandaudiencesacrossweb,social,andmobile.

PressInquiries:

press-apac@

BusinessInquiries:

sales@

-AllRightsReserved2

-AllRightsReserved3

SensorTower|OurCustomers

ToppublisherstrustSensorTowerinsightstogrowtheirbusiness.

Note:Toppublishersbyappstorerevenue|Source:SensorTower

-AllRightsReserved4

ThisReportisPoweredBySensorTower’sProductSuite

Eachproductcapturesadifferentpartofthedigitalecosystem

AudienceInsights

Understandyourexisting,competitor,andpotentialnewaudiences.

Insightsinto:whichapps

consumersareactually

interactingwith(app

engagement)ANDwhichadsthey’reseeing(adexposure).

WebInsights

Monitorhowuserssurfandengagewithweb.

Insightsinto:TrueAudience,totalvisits,visitsperuniqueuser,anduniquevisitordataacrossdesktopandmobileweb,withdaily,weekly,andmonthlygranularity.

RetailMediaInsights

Analyseon-andoff-siteretailmediainvestments.

Insightsinto:mediavalue,

multi-productadvertising,

onsitevs.offsite,topco-

brandedadvertisersand

products,topretailersandchildretailers,andmore.

MobileAppInsights

Measureperformanceacrossthemobileappecosystem.

Insightsinto:apprankings,

downloads,andrevenue;activeusers,demographics,retentionsessions,andtimespent;appratingsandreviews,keywords,searchads,andmore.

Pathmatics

Trackthedigitaladecosystem.

Insightsinto:adsserved,spendandimpressionestimates,SOV,andmoreacrosskeychannelslike:Facebook,Instagram,X

(formerlyTwitter),OTT,

YouTube,display,videoandothers

SensorTower

Data&Methodology

SensorTower’sPathmaticsempowersyouto

uncoverinsightsintothedigitaladvertising

ecosystem,minimizeineffectiveadspend,and

enhancetheprecisionofyouradvertisingcampaigns.WithPathmatics,yougainvisibilityintothedigital

advertisinglandscapesacrossmarketsincludingtheUnitedStates,Australia,Brazil,Canada,France,

Germany,Italy,India,Japan,Mexico,NewZealand,Spain,SouthKorea,andtheUnitedKingdom.

Pathmaticsprovidescomprehensiveestimatesonadplacements,spending,impressions,andshareof

voice(SOV),aswellasin-depthanalysisofbrands'advertisingstrategiesonplatformslikeFacebook,

Instagram,X(formerlyTwitter),YouTube,andTikTok,acrossformatssuchasdisplaybanners,videos,

mobile,andOTT.

Pathmaticscollectsdigitaladsamplesfromthewebandutilizesstatisticalsamplingmethodstoestimatetheimpressions,cost-per-thousandimpressions

(CPM),andexpenditureassociatedwitheachcreative.

DigitalAdvertisingChannelsSupportedbyPathmaticsAcrossMarkets

DesktopDisplayand

FacebookInstagram

LINE

Linkedin

MobileAppAd

MobileDisplay

OTT

Pinterest

Reddit

Snapchat

TikTok

X

YouTube

UnitedStates

·

·

·

·

·

·

·

·

·

·

·

·

Australia

·

·

·

·

·

·

·

·

Brazil

·

·

·

·

·

·

Canada

·

·

·

·

·

·

·

·

·

·

France

·

·

·

·

·

·

·

Germany

·

·

·

·

·

·

·

·

·

·

India

·

·

·

·

·

Indonesia

·

·

·

·

·

·

·

Italy

·

·

·

·

·

·

Japan

·

·

·

·

·

·

Malaysia

·

·

·

·

·

Mexico

·

·

·

NewZealand

·

·

·

·

Philippines

·

·

·

·

·

·

Singapore

·

·

·

·

SouthKorea

·

·

·

·

Spain

·

·

·

·

·

·

·

Thailand

·

·

·

·

UnitedKingdom

·

·

·

·

·

·

·

·

·

·

·

Vietnam

·

·

·

·

-AllRightsReserved5

-AllRightsReserved6

Agenda

GlobalRetailMarketOverview07WhereMarketsAreDiverging10TheNewRetailCompetitiveLandscape13HowRetailLeadersAreBuildingCompetitiveAdvantage19APACRetailLeadersinFocus:CaseStudies25KeyTakeaways31

-AllRightsReserved7

GlobalRetailMarketLandscape

-AllRightsReserved8

MobileHasBecomeRetail’sPrimaryConsumerTouchpoint

Source:SensorTowerAppPerformanceInsights,WebInsightsasofJune10,2026.

Notes:SensorTower’sdataisbasedonestimatesfromAppStoreandGooglePlay,excludingpre-installs,re-downloads,andthird-partyAndroidstores.iOSOnlyforChina.AppcategoriesaredefinedbySensorTower’sAppIQTaxonomy,whichincludescustom-tailoredgroupingstoreflectthedynamicmarketlandscape.“Retail"inthisreportisdefinedasappsfacilitatingconsumertransactions,encompassingtheAppIQCategoryofShopping,andtheAppIQsub-categoriesofFoodDeliveryServices,Dining&Restaurants,andFood&DiningServices.

RetailWebsitesVisitsTrendbyPlatformWorldwide

Q12024-Q12026

desktopmobile

0B0.5B1B1.5B2B2.5B

2024Q1

2024Q2

2024Q3

2024Q4

2025Q1

2025Q2

2025Q3

2025Q4

2026Q1

0B30B60B90B120B

2024Q1

2024Q2

2024Q3

2024Q4

2025Q1

2025Q2

2025Q3

2025Q4

2026Q1

RetailAppsDownloadsTrendWorldwide

Q12024-Q12026

SumofSumofDownloads

SumofTotalTimeSpent(Years)

2.1B2.1B2.2B2.3B

24B

18B

12B

0B

6B

2.1B

2.1B

2.2B

2.3B

2.1B

Mobilehasfundamentallyreshapedhowconsumersengagewithretail,transformingitfromanoccasionalshoppingchannelintoaneverydayutility.Worldwideretailappdownloadshaveremainedrelativelystablesince2024,exceeding8.7billionin2025.Whileoveralltimespenthasalsostabilized,thetrendsreflectthecategory’ssustainedscaleandintegrationintoconsumers’dailylives.

Retailwebtra仟iccontinuestogrow,reflectingamorematureandsteadygrowthtrajectory.Retailwebsitesgeneratedmorethan400billionvisitsin2025.Moreimportantly,mobileaccountedfor58%ofallretailwebsitevisitsinQ12026,underscoringanincreasingtrendtowardmobile-firstshopping.Together,thesetrendshighlightthatmobilehasbecomeretail’sprimaryconsumertouchpointacrossbothappsandtheweb.

-AllRightsReserved9

FoodDeliveryCapturesRetail’sNextWave,

ExpandingQuick

CommerceatScale

Generalshoppingappsremainthefoundationofmobile

retail,accountingfornearly45%ofglobalretailapp

downloadsin2025.Overallshoppingretailappacquisitionhasenteredamorematurephase,withdownloadvolumesstabilizingacrossmostshoppingcategories.Growthis

increasinglyconcentratedinhigh-frequencyretailusecases.FoodDeliveryServicessurpassed1.1billiondownloadsin2025(+23%YoY),makingitthemostdistinguishedretail

subcategoryworldwide.Thesustainedgrowthreflects

consumers’increasingrelianceonmobileforeverydayfooddelivery.

Source:SensorTowerAppPerformanceInsightsasofJune10,2026.

Notes:SensorTower’sdataisbasedonestimatesfromAppStoreandGooglePlay,excludingpre-installs,re-downloads,andthird-partyAndroidstores.iOSOnlyforChina.AppcategoriesaredefinedbySensorTower’sAppIQTaxonomy,whichincludescustom-tailoredgroupingstoreflectthedynamicmarketlandscape.

TopRetailSubcategoriesDownloadsTrendWorldwide

Q12024-Q12026

ShoppingApparelCoupons&RebatesBuy&SellGroceryStores

800M600M400M200M

0M

2024Q12024Q22024Q32024Q42025Q12025Q22025Q32025Q42026Q1

FoodDeliveryServicesDining&RestaurantsFood&DiningServices

300M225M150M75M

0M

2024Q12024Q22024Q32024Q42025Q12025Q22025Q32025Q42026Q

1

-AllRightsReserved10

Market-LevelDivergence

RetailMarket

-AllRightsReserved11

IndiaWidensItsLeadinGlobalRetailApp

Downloads

Whileglobalretailappdownloadshavelargelystabilized,regionalmarketsarefollowingincreasinglydistinctgrowthtrajectories.Indiaremainstheworld’slargestretailapp

marketandcontinuestogainmomentum,withannual

downloadssurpassing1.5billionin2025,up10%yearoveryear.Thesustainedgrowthsuggeststhatretailadoptiononmobilecontinuestodeepen,makingIndiaoneofthe

world’smostimportantgrowthmarketsfordigitalretail.AcrossEastAsia,downloadvolumeshaveremained

relativelystable,implyingthatmobileretailmayhave

reachedamorematurestage.Asconsumeracquisitionslows,competitionintheregionisincreasinglyshiftingfromuseracquisitiontowardretentionandengagement.

Source:SensorTowerAppPerformanceInsightsasofJune10,2026.

Notes:SensorTower’sdataisbasedonestimatesfromAppStoreandGooglePlay,excludingpre-installs,re-downloads,andthird-partyAndroidstores.

DownloadsTrendsforRetailAppsinKeyMarkets

Q12024-Q12026

375M

250M

125M

0M

UnitedStatesChina

LatinAmericaJapan

Europe

SouthKorea

IndiaSEA

500M

2024-Q1

2024-Q2

2024-Q3

2024-Q4

2025-Q1

2025-Q2

2025-Q3

2025-Q4

2026-Q1

-AllRightsReserved12

FoodDeliveryandQuickCommerceFuelGrowthinIndia,theU.S.,and

Japan,WhileShoppingLeadsOtherMarkets

Retailappadoptionisbeingdrivenbydifferent

categoriesacrossleadingmarkets,reflectingdistinctconsumerbehaviorsandmarketmaturity.India’s

retailgrowthisincreasinglyfueledbyFoodDeliveryServices,underscoringtherapiddigitalizationof

everydayconsumerservices.Shoppingremainsthelargestretailcategoryacrossmostmajormarkets,

reinforcinge-commerceasthefoundationofmobileretailworldwide.Meanwhile,theconsistentlyhigh

adoptionofDining&RestaurantsappsintheU.S.andJapanreflectsmaturerestaurantecosystemswheredigitalordering,dine-in,andpickuphavebecome

embeddedinconsumers’dailyroutines.

Source:SensorTowerAppPerformanceInsightsasofJune10,2026.

Notes:SensorTower’sdataisbasedonestimatesfromAppStoreandGooglePlay,excludingpre-installs,re-downloads,andthird-partyAndroidstores.AppcategoriesaredefinedbySensorTower’sAppIQTaxonomy,whichincludescustom-tailoredgroupingstoreflectthedynamicmarketlandscape.

DownloadTrendsforRetailSubgenresAcrossLeadingMarkets

Q12024-Q12026

2024-Q1

2024-Q2

2024-Q3

2024-Q4

2025-Q1

2025-Q2

2025-Q3

2025-Q4

2026-Q1

2024-Q1

2024-Q2

2024-Q3

2024-Q4

2025-Q1

2025-Q2

2025-Q3

2025-Q4

2026-Q1

2024-Q1

2024-Q2

2024-Q3

2024-Q4

2025-Q1

2025-Q2

2025-Q3

2025-Q4

2026-Q1

ApparelCoupons&Rebates

GroceryStores80M

60M

UnitedStates

40M20M0M

2024-Q1

2024-Q2

2024-Q3

2024-Q4

2025-Q1

2025-Q2

2025-Q3

2025-Q4

2026-Q1

60M

40M

20M

0M

China

2024-Q1

2024-Q2

2024-Q3

2024-Q4

2025-Q1

2025-Q2

2025-Q3

2025-Q4

2026-Q1

30M

20M

10M

0M

SouthKorea

2024-Q1

2024-Q2

2024-Q3

2024-Q4

2025-Q1

2025-Q2

2025-Q3

2025-Q4

2026-Q1

Dining&RestaurantsShoppingFoodDeliveryServicesBuy&Sell

200M

150M

100M

50M

0M

India—

80M

80M

60M

40M

20M

0M

SoutheastAsia

30M

20M

10M

0M

Japan

-AllRightsReserved13

TheNewRetail

CompetitiveLandscape

-AllRightsReserved14

EvolvingRetail

Ecosystems:CateringtoBroadChoice,On-DemandSpeed,andSocial

Discovery

Leadingretailappscanbegroupedintothreedistinct

consumerecosystemsbasedontheprimaryvaluethey

deliver:MarketplaceCommerce,QSR&InstantCommerce,

andInterest&DiscoveryCommerce.Ratherthanrelyingonasingleretailmodel,today’smobileretaillandscapeisshapedbymultipleecosystemsservingdi仟erentconsumerneeds.

InstantCommercehasemergedasamajorecosystembuilt

aroundeverydayconvenience,whilediscovery-ledplatformsdemonstratethatshoppingisincreasinglyinfluencedby

content,communities,andpersonalinterests.Together,theseecosystemsshowthattheworld’sleadingretailappscompetethroughdi仟erentvaluepropositions—broadproduct

selection,immediatefulfillment,orcontent-leddiscovery.

Source:SensorTowerAppPerformanceInsightsasofJune10,2026.

Notes:SensorTower’sdataisbasedonestimatesfromAppStoreandGooglePlay,excludingpre-installs,re-downloads,andthird-partyAndroidstores.iOSOnlyforChina.AppcategoriesaredefinedbySensorTower’sAppIQTaxonomy,whichincludescustom-tailoredgroupingstoreflectthedynamicmarketlandscape.

TopdownloadedRetailAppsWorldwide

2026Q1

Rank

MarketplaceCommerce

Rank

QSR&InstantCommerce

1

McDonald's

2

Blinkit

3

KFC

4

Zomato

5

Instamart

6

Domino'sPizza

7

bigbasket

8

UberEats:

9

BurgerKing

10

Swiggy

11

Keeta

12

LidlPlus

13

TooGoodToGo

14

DoorDash

15

Starbucks

16

Zepto

17

Meituan

18

iFood

19

foodpanda

20

7-Eleven

Rank

Interest&DiscoveryCommerce

1

SHEIN

2

Myntra

3

Whatnot

4

Vinted

5

JioMart

6

eBay

7

Xianyu

8

Trendyol

9

IKEA

10

POIZON

11

ZARA

12

Purplle

13

adidas

14

Etsy

15

AJIO

16

Action

17

H&M

18

Zhuanzhuan

19

OLXIndia

20

UNIQLO

1

Temu

2

Amazon

3

Shopee

4

Meesho

5

Flipkart

6

AliExpress

7

MercadoLibre

8

Shop

9

DouyinMall

10

Snapdeal

11

Taobao

12

Pinduoduo

13

Jingdong

14

1688

15

Walmart

16

Lazada

17

Shopsy

18

Daraz

19

Costco

20

Wildberries

-AllRightsReserved15

NavigatingaDynamicEnvironment:StrategicAdInvestmentasaKeyGrowthDriver

Source:SensorTowerPathmaticsasofJune10,2026.

Notes:AsiaincludesIndia,Indonesia,Japan,Korea,Malaysia,thePhilippines,Singapore,Taiwan,HongKong,andVietnam.

Jan-25

Feb-25

Mar-25

Apr-25

May-25

Jun-25

Jul-25

Aug-25

Sep-25

Oct-25

Nov-25

Dec-25

Jan-26

Feb-26

Mar-26

Apr-26

May-26

US$0MUS$200MUS$400MUS$600M

Jan-25

Feb-25

Mar-25

Apr-25

May-25

Jun-25

Jul-25

Aug-25

Sep-25

Oct-25

Nov-25

Dec-25

Jan-26

Feb-26

Mar-26

Apr-26

May-26

US$0MUS$50MUS$100M

DigitalAdSpendandImpressionTrendsforShoppingAppsinAsia

Jan2025–May2026

380B

285B

190B

95B

0B

Spend(USD)Impressions

DigitalAdSpendandImpressionTrendsforFood&DiningAppsinAsia

Jan2025–May2026

80B

60B

40B

20B

0B

Spend(USD)Impressions

Shoppingcontinuestooperateatsignificantscaleindigitaladvertising,steadilyincreasingtonearlyUS$5.7Bandimpressionsapproaching370Bduring2025.ItsgrowthinbothspendandimpressionssuggeststhatShoppingappscontinuetobenefitfrombroadadvertiserdemandandscalablereachacrossAsia.Food&Dining,meanwhile,isbecomingincreasinglycompetitive:adspendhasrisen

substantiallyfasterthanimpressions,suggestingthatbrandsmustinvestmoreheavilytowinconsumerattentioninacrowdedmarket.Thiswideninggappointstorisingmediacostsandanincreasinglycompetitiveuseracquisitionenvironment.

-AllRightsReserved16

DigitalAdvertising

InvestmentIs

ConcentratingAroundHigh-Competition

Categories

GeneralShoppingandApparelcontinuetocommandthehighestlevelsofdigitaladspend,withbothcategories

maintainingaclearupwardtrajectorythroughoutthe

period.Theirsustainedinvestmenthighlightstheintenselycompetitivenatureofonlinecommerce,wherebrands

continuetocompeteaggressivelyforconsumeracquisition,visibility,andmarketshare.

FoodDeliveryServicesexperiencedseveralsharpspendingsurgesduringH22025,underscoringthecategory’s

continuedinvestmentondigitaladvertisingtoacquireandretaincustomers.Meanwhile,thesteadyriseinDining&

Restaurantsadspendreflectshowdigitalchannelsare

becomingincreasinglyimportantforinfluencingconsumerchoicebeforetheofflinediningexperience.

Source:SensorTowerPathmaticsasofJune10,2026.

Notes:AsiaincludesIndia,Indonesia,Japan,Korea,Malaysia,thePhilippines,Singapore,Taiwan,HongKong,andVietnam.

DigitalAdSpendTrendsAcrossMajorShoppingAppSubcategoriesinAsia

Jan2025–May2026

ShoppingApparelComputers&ConsumerElectronicsHome&GardenShoppingBeautyRetail

DigitalAdSpendTrendsAcrossFood&DiningAppSubcategoriesinAsia

Jan2025–May2026

FoodDeliveryServices

Dining&Restaurants

Food&DiningServices

US$220M

US$110M

Jan-25

Feb-25

Mar-25

Apr-25

May-25

Jun-25

Jul-25

Aug-25

Sep-25

Oct-25

Nov-25

Dec-25

Jan-26

Feb-26

Mar-26

Apr-26

May-26

US$0M

US$30MUS$60M

Jan-25

Feb-25

Mar-25

Apr-25

May-25

Jun-25

Jul-25

Aug-25

Sep-25

Oct-25

Nov-25

Dec-25

Jan-26

Feb-26

Mar-26

Apr-26

May-26

US$0M

-AllRightsReserved17

ADynamicMarketMix:HowGlobalandLocal

LeadersExpandAsia’s

WebShoppingFootprint

Shoppingwebsitesgeneratedmorethan110billionvisitsacrossAsiain2025,reinforcingtheweb’sroleasacriticaltouchpointthroughouttheconsumerpurchasejourney.

Mobiletraffichascontinuedtogainshare,withthe

percentageofvisitsincreasingfrom55%inQ12024to70%inQ12026,highlightingtheregion’sacceleratingshift

towardmobile-firstretailshoppingbehavior.The

competitivelandscaperemainshighlyfragmented:GloballeaderssuchasAmazoncompetealongsidestronglocal

championsincludingCoupang,Flipkart,Rakuten,and

Tokopedia,reflectingthediverseretailecosystemsthat

defineeachmarket.Theseregionaldifferencessuggest

thatsuccessfuldigitalretailstrategiesrequirelocalizedwebexperiencesalongsidestrongappengagement.

Source:SensorTowerWebInsightsasofJune10,2026.AsiaincludesChina,HongKong,India,Indonesia,Japan,Macau,Malaysia,Pakistan,thePhilippines,Singapore,SouthKorea,Taiwan,Thailand,andVietnam.

0B10B20B30B40B

55%59%70%

RetailShoppingWebsiteVisitsTrendsinAsia

2024Q1-2026Q1

desktopmobile

2024Q12024Q22024Q32024Q42025Q12025Q22025Q32025Q42026Q1

Top5RetailShoppingWebsitesbyTotalVisits

2026Q1

India

Japan

SouthKorea

Indonesia

Thailand

Amazon

Amazon

Coupang

Shopee

Shopee

Flipkart

Rakuten

Aliexpress

Tokopedia

Lazada

Myntra

Mercari

Gmarket

Lazada

Amazon

Meesho

Booth

musinsa

Blibli

eBay

Ajio

Yodobashi

Temu

Amazon

Aliexpress

-AllRightsReserved18

WebDiscoveryReflects

DistinctFoodEcosystemsAcrossAsia

Food&Diningwebsitescontinuetoattractmorethan2billionquarterlyvisitsacrossAsia,whilemobiletrafficisevenmorepronouncedthaninShopping,accountingfor79%ofvisitsinQ12026,upfrom68%inQ12024.This

suggeststhatrestaurantdiscoveryanddiningdecisionsincreasinglytakeplaceonmobile,makingmobilewebaparticularlyimportanttouchpointforFood&Dining

brands.

Meanwhile,theleadingwebsitesreflectdistinct

competitivelandscapesacrossmarkets.India’srankings

includelocaldeliveryandquickcommerceplatformssuchasZomatoandInstacart,whileJapanfeaturesamixof

globalchainsanddomesticrestaurantbrandsincluding

MatsuyaandSaizeriya.Incontrast,SouthKoreaand

ThailandarelargelyledbyglobalQSRbrandssuchas

Starbucks,McDonald’s,andKFC.Thesedifferencessuggestthatsuccessfulwebstrategiesshouldbetailoredtoeachmarket’suniquemixofplatformsandrestaurantbrands.

Source:SensorTowerWebInsightsasofJune10,2026.AsiaincludesChina,HongKong,India,Indonesia,Japan,Macau,Malaysia,Pakistan,thePhilippines,Singapore,SouthKorea,Taiwan,T