2026年亚太地区全渠道零售发展报告2026

Stateof

APACOmnichannel

Retail2026

DigitalGrowthStrategiesforRetailLeaders

Agenda

GlobalRetailMarketOverview07WhereMarketsAreDiverging10TheNewRetailCompetitiveLandscape13HowRetailLeadersAreBuildingCompetitiveAdvantage19APACRetailLeadersinFocus:CaseStudies25KeyTakeaways31

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GlobalRetailMarketLandscape

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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.

RetailAppsDownloadsTrendWorldwide

RetailWebsitesVisitsTrendbyPlatformWorldwide

Q12024-Q12026

Q12024-Q12026

0B30B60B90B120B

desktopmobile

SumofSumofDownloads

.B.B.B

24B

SumofTotalTimeSpent(Years)

18B

12B

2.1B2.1B2.2B2.3B

2.1B

2.1B2.1B2.2B2.3B

6B

0B

2024Q1

2024Q2

2024Q3

2024Q4

2025Q1

2025Q2

2025Q3

2025Q4

2026Q1

2024Q1

2024Q2

2024Q3

2024Q4

2025Q1

2025Q2

2025Q3

2025Q4

2026Q1

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

Retailwebtrafficcontinuestogrow,reflectingamorematureandsteadygrowthtrajectory.Retailwebsitesgeneratedmorethan400billionvisitsin2025.Moreimportantly,mobileaccountedfor58%ofallretailwebsitevisitsinQ12026,underscoringanincreasingtrendtowardmobile-firstshopping.Together,thesetrendshighlightthatmobilehasbecomeretail’sprimaryconsumertouchpointacrossbothappsandtheweb.

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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

800M

600M

400M

200M

0M

2024Q12024Q22024Q32024Q42025Q12025Q22025Q32025Q42026Q1

FoodDeliveryServicesDining&RestaurantsFood&DiningServices

300M

225M

150M

75M

0M

2024Q12024Q22024Q32024Q42025Q12025Q22025Q32025Q42026Q1

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Market-LevelDivergence

RetailMarket

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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.

2024-Q1

2024-Q2

2024-Q3

2024-Q4

2025-Q1

2025-Q2

2025-Q3

2025-Q4

2026-Q1

DownloadsTrendsforRetailAppsinKeyMarkets

Q12024-Q12026

500M

375M

250M

125M

0M

IndiaUnitedStatesLatinAmericaEurope

SEAChinaJapanSouthKorea

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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

2024-Q1

2024-Q2

2024-Q3

2024-Q4

2025-Q1

2025-Q2

2025-Q3

2025-Q4

2026-Q1

India

2024-Q1

2024-Q2

2024-Q3

2024-Q4

2025-Q1

2025-Q2

2025-Q3

2025-Q4

2026-Q1

40M20M

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

2024-Q1

2024-Q2

2024-Q3

2024-Q4

2025-Q1

2025-Q2

2025-Q3

2025-Q4

2026-Q1

Japan

SouthKorea

Dining&RestaurantsShoppingApparelCoupons&Rebates

FoodDeliveryServicesBuy&SellGroceryStores

200M

150M

100M

50M

0M

80M60M

UnitedStates

0M

80M

60M

40M

20M

0M

China

80M

60M

40M

20M

0M

SoutheastAsia

30M

20M

10M

0M

30M

20M

10M

0M

Q12024-Q12026

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TheNewRetail

CompetitiveLandscape

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EvolvingRetail

Ecosystems:CateringtoBroadChoice,On-DemandSpeed,andSocial

Discovery

Leadingretailappscanbegroupedintothreedistinct

consumerecosystemsbasedontheprimaryvaluethey

deliver:MarketplaceCommerce,QSR&InstantCommerce,andInterest&DiscoveryCommerce.Ratherthanrelyingonasingleretailmodel,today’smobileretaillandscapeisshapedbymultipleecosystemsservingdifferentconsumerneeds.

InstantCommercehasemergedasamajorecosystembuilt

aroundeverydayconvenience,whilediscovery-ledplatformsdemonstratethatshoppingisincreasinglyinfluencedby

content,communities,andpersonalinterests.Together,theseecosystemsshowthattheworld’sleadingretailappscompetethroughdifferentvaluepropositions—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

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NavigatingaDynamicEnvironment:StrategicAdInvestmentasaKeyGrowthDriver

Source:SensorTowerPathmaticsasofJune10,2026.

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

DigitalAdSpendandImpressionTrendsforShoppingAppsinAsia

DigitalAdSpendandImpressionTrendsforFood&DiningAppsinAsia

Jan2025–May2026

Jan2025-May2026

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

MUS$100M

Spend(USD)Impressions

Spend(USD)Impressions

80B

380B

60B

285B

40B

190B

20B

95B

0B

0B

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

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

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

substantiallyfasterthanimpressions,suggestingthatbrandsmustinvestmoreheavilytowinconsumerattentioninacrowdedmarket.Thiswideninggappointstorisingmediacostsandanincreasinglycompetitiveuseracquisitionenvironment.

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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.

ShoppingApparelComputers&ConsumerElectronicsHome&GardenShoppingBeautyRetail

Jan-25

Feb-25

Mar-25

Apr-25

US$0M

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$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

SpendTrendsAcrossFood&DiningAppSubcategoriesinAsia

Jan2025–May2026

FoodDeliveryServicesDining&RestaurantsFood&DiningServices

DigitalAdSpendTrendsAcrossMajorShoppingAppSubcategoriesinAsia

Jan2025–May2026

US$110MUS$220M

DigitalAd

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RetailShoppingWebsiteVisitsTrendsinAsia

2024Q1-2026Q1

desktopmobile

55%59%70%

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

0B10B20B30B40B

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.

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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,Thailand,andVietnam.

.B3B

RetailFoodDelivery&DiningWebsiteVisitsTrendsinAsia

2024Q1-2026Q1

desktopmobile

68%74%79%

2024Q12024Q22024Q32024Q42025Q12025Q22025Q32025Q42026Q1

Top5RetailFoodDelivery&DiningWebsitesbyTotalVisits

2026Q1

India

Japan

SouthKorea

Indonesia

Thailand

Zomato

Starbuck

Starbucks

KopiKenangan

KFC

RBI

Saizeriya

McDonald’s

PizzaHut

Starbucks

Instacart

McDonald’s

BurgerKing

McDonald’s

McDonald’s

KFC

Matsuya

Subway

KFC

DinTaiFung

Domino’s

Sukiya

Domino’s

BakmiGM

PizzaHut

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HowRetailLeadersAreBuildingCompetitiveAdvantage

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BeverageBrandsCaptureDailyRoutinesviaHigh-FrequencyMobile

Touchpoints

LeadingFood&DiningretailbrandsinAsiashowstrong

appengagement,withmosttop-rankedbrandsgeneratingaround4–6weeklysessionsperuser.Coffeeandbeveragebrandsstandoutinparticular:ZUSCoffee,KopiKenangan,LuckinCoffee,CHAGEE,andStarbucksallreachmorethan5weeklysessions,suggestingthatconsumersare

increasinglyusingappsasaregularchannelfordrinkordering,loyaltyrewards,andrepeatpurchases.

CHAGEEisespeciallynotableastheonlytea-focusedbrandamongthehighest-engagementbeverageapps,highlightingitsrapidexpansionandgrowingconsumertractionacrossAsia.Itsperformancesuggeststhatteachainsarebeginningtocompetewithcoffeebrandsinbuildingfrequent,app-basedcustomerrelationships.

Source:SensorTowerWebInsightsasofJune10,2026.AppcategoriesaredefinedbySensorTower’sAppIQTaxonomy,whichincludescustom-tailoredgroupingstoreflectthedynamicmarketlandscape.AsiaincludesChina,HongKong,India,Indonesia,

Japan,Macau,Malaysia,Pakistan,thePhilippines,Singapore,SouthKorea,Taiwan,Thailand,andVietnam.

3.9

5.4

4.4

3.9

5.1

3.9

2.9

5.4

5.3

3.8

6.1

6.6

2.9

3.5

4.4

Top15Food&DiningRetailAppsbydownloadsinAsia

Jan-June2026

Rank

AppName

AvgWeeklySessions

1

KFC

2

Domino'sPizza

3

McDonald's

4

BurgerKing

5

Starbucks

6

PizzaHut

7

Jollibee

8

LuckinCoffee

9

CHAGEE

10

Komeda’sCoffee

11

KopiKenanganIndonesia

12

ZUSCoffee

13

31Club

14

MisterDonut

15

HamaSushi

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PromotionalSpikesvs.HabitualLoyalty:NavigatingDivergentAppEngagementStrategies

Source:SensorTowerAppPerformanceInsights,AudienceInsightsasofJune10,2026.

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

ConnectedAppEcosystemsforLuckin&ZUSCoffeeinSingapore

Jan-June2026

LuckinCoffee

ZUS

Coffee

Jan-June2026

AverageWeeklySessionsforLuckin,ZUSandStarbucksCoffeeinSingapore

LuckinandZUScompetewithinahighlyconnectedcoffeeecosystem,whereconsumersfrequentlyusemultiplecoffeeandteaapps—includingStarbucks,CHAGEE,KenanganCoffee,andTimHortons.Ratherthancompetingforexclusiveusers,brandsincreasinglycompetetowinrecurringcoffeeoccasionswithinasharedaudiencebase.

Despiteservingsimilaraudienceecosystems,LuckinandZUSpursuemarkedlydifferentengagementstrategies.BothconsistentlyoutperformStarbucksinweeklysessions,yettheirengagementpatterns

diverge.Luckingeneratesrecurringspikesthroughfrequentpromotions,collaborations,andapp-exclusiveoffersthatcontinuouslyreactivateusers.Incontrast,ZUSmaintainsremarkablystableengagement,reflectingitsfocusonbuildinghabitualusagearoundthebeliefthat“Coffeeisanecessity,notaluxury.”Together,theydemonstratethatdigitalengagementissustainednotbyasingleplaybook,butthroughdifferentstrategiestailoredtoconsumerbehavior.

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DigitalMarketplacesAreScalingFasterThanEver

Marketplaceplatformsarereachingglobalscalefasterthanever.Temusurpassed100millionmonthlyactiveusers

worldwidein