In today’s highly competitive mobile app market, shopping apps face significant challenges and opportunities. With the rising cost of user acquisition and increasingly fragmented user attention, how can these apps stand out among countless others to achieve user growth and sales conversion? This is a pressing question for developers and marketers alike. Based on the “Profit by Design” report released by Jampp, this article delves into the current state and trends of the shopping app market in 2024, exploring how creative strategies can enhance ad effectiveness and increase return on investment (ROI).

1. Market Overview: The Global Landscape of Shopping Apps

(1) Dual Growth in Downloads and Active Users

In 2024, shopping apps continued to grow globally. While download growth has slowed, user engagement is on the rise. For example, on Google Play, the daily active users (DAU) of shopping apps have exceeded 1.2 billion, a 34% increase over two years. The frequency and duration of app usage have also reached historic highs. On the App Store, the download volume for shopping apps surpassed 2.4 billion in 2024, though slightly lower than 2023, yet DAU in the Asia-Pacific and North American markets continue to grow steadily.

(2) Regional Market Differentiation

Shopping app markets show significant regional differences. In the Asia-Pacific region, Google Play dominates, with 1.8 billion downloads in 2024, while iOS saw 863 million downloads. User engagement is extremely high in this region, with Google Play users opening apps an average of 3.2 times per day and spending 176 seconds per session. In the Europe, Middle East, and Africa (EMEA) region, Google Play holds 63% of the market share, with over 1.3 billion downloads. DAU growth is seen in both app stores, with solid user activity. In Latin America, Android devices lead, though iOS downloads are gradually increasing. In North America, iOS is dominant, accounting for 63% of the download share, but Google Play’s DAU is growing rapidly.

2. Creative Strategies: Key Elements to Attract Users

(1) Weather and Time-Related Ads

By connecting product catalogs with external data sources via APIs, ads can respond to environmental changes in real-time. For instance, ads for handheld fans during hot weather or sleep-aid blankets at night. Such dynamic ads can increase click-through rates by 40% (Jampp internal data), without requiring manual design intervention, enabling “personalized” outreach.

(2) Countdown Ads

Countdown ads create a sense of urgency, encouraging users to act immediately. Data shows that ads with countdown components reduce CPA (cost per acquisition) by 50%, especially during critical periods like Black Friday and Christmas. These ads are ideal for time-sensitive promotions, product launches, or seasonal events. Countdown elements in the ads are updated in real-time, ensuring the information’s timeliness and relevance.

(3) Performance-Driven Ads from CTV to Mobile

With the rise of connected TV (CTV) advertising, leading apps are experimenting with combinations of QR codes, progress bars, and animations to guide viewers to scan and switch to mobile apps. This seamless user experience helps enhance ad performance. This format can reach a large audience, and with integrated ROI measurement features, advertisers can track performance in real-time.

(4) Mixed Creative Ads

A key creative trend in 2024 is combining multiple formats within a single ad unit, such as pairing traditional video ads with multi-product carousels. These mixed creative ads not only enhance interactivity but also give advertisers the chance to test different combinations to identify the most effective ad format.

3. Ad Optimization: Practical Tips for Improved Effectiveness

(1) Display Platforms and Interfaces

Avoid using blurred or generic product images. Instead, use real app screenshots or demo videos to highlight core features (e.g., “one-click price comparison” or “AR try-on”). Data shows that ads featuring interface displays have a 21% lower CPI (cost per install). Choose visual elements that reflect user actions and emphasize how the app enhances the shopping experience, such as personalized recommendations, fast delivery, or exclusive in-app discounts.

(2) Establish a Clear Reading Order

Users typically browse ads in seconds, so strategic placement of text is critical. Avoid overcrowding text and visuals, and keep the design clean and clear. Research shows users usually follow an “F” or “Z” pattern when viewing screens, so when designing ad layouts, consider this to ensure smooth ad narration. Animated ads can improve readability by presenting text and visuals sequentially.

(3) Test Multi-Product and Carousel Ads

To highlight products and increase visibility, consider testing multi-image formats. Multi-product and carousel ads are ideal for showcasing a series of items, each with its own name, description, price, and a call-to-action (CTA) leading users to specific items in-app. Compared to single-image ads, multi-product ads see an average ROAS increase of 140%, while carousel ads reduce CPA by 70%.

(4) Highlight Popular Partner Brands

Every element of an ad should have a clear purpose, and partner brands can be a great way to attract attention. Ensure that any brands mentioned are visually appealing and relevant to user interests. For example, if the target audience is beauty product enthusiasts, feature top beauty partners. Data shows that showcasing high-end brands can optimize CPA by 40%.

4. The Future of Shopping Apps in 2024

The competition among shopping apps in 2024 boils down to the “creative precision × data insights × user experience” trifecta. Whether it’s the technical iteration of dynamic contextual ads or strategy adjustments under privacy compliance, the ultimate goal is to build a “low-friction decision-making” consumer environment. As M&C Saatchi Performance’s creative director Allita Crasto stated, “In the noisy digital ecosystem, only by turning a user’s instant ‘heart flutter’ into ‘action’ can a brand win the long race.” In the coming year, those who can transform these strategies into reusable growth models will secure a prime spot in consumers’ minds.