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The Drum, in association with Ogury, is launching three (monthly) chart articles looking at the top 10 apps in a specific category in the U.S. In this first iteration, we're taking a closer look at trends surrounding Back to School and the top 10 Shopping apps for the month of September.  

As the battleground for shoppers continues to shift online, research from Ogury, a technology company specialized in mobile journey marketing, finds some interesting observations, including the rise of new players.

One key finding is the degree to which apps are gaining traction with retail shoppers. Just consider the percentage of shoppers that make use of retail apps installed on their smartphones and the length of time spent on those apps (a factor referred to as ‘stickiness’ by web and app designers).

The top three apps include Amazon, Wish and eBay with Amazon holding the number three position with a 52% penetration on the mobile app retail market.

The high percentages of individual app usage from retailers like Walmart, combined with the average time per visit, is a good indicator of how the so-called traditional retailers are doing something right.

Amazon remains on top as the number one retail app in terms of penetration in the mobile app retail market, followed by Wish and eBay. Amazon is clearly one of the most essential apps in the retail space for users, but also more of a functional/ transactional app where users don’t spend a lot of time (less than three minutes). Shoppers are using Amazon to buy something quickly, according to this data.

The top three apps in terms of active users (Walmart, Groupon and Walgreens) have the lowest time per session as well as the highest number of sessions per user, as Back to School shoppers spend time using multiple apps, resulting in shorter sessions among their most active users (less than two minutes).

Wish, a bargain-hunting app that features hundreds of different stores and millions of products over the world, has the highest engagement (10 minutes time spent), as users spend time searching for the best deals.  

With their strong level of engagement, Wish, followed by Letgo and OfferUp, lead the new generation of discount marketplace apps, particularly over Back to School as parents aim to bag a bargain. 

It is also interesting to note that the apps driving the most engagement are also the ones with a fewer number of sessions. The data also indicates that users having less sessions tend to spend more time per session the app.

 
APP
 
MARKET SHARE
POSSESSION GROWTH
ACTIVE USERS
SESSIONS PER USER
TIME PER SESSION

1

Amazon Shopping

Amazon Mobile LLC

52.9%
0.9%
82.1%
36.5
00:02:44

2

Wish - Shopping Made Fun

Wish Inc.

35.2%
1.9%
59.6%
14.0
00:10:11

3

eBay

eBay Mobile

27.8%
0.9%
71.2%
39.5
00:05:21

4

Walmart

Walmart

19.7%
2.7%
93.6%
117.6
00:01:51

5

Groupon

Groupon, Inc.

13.5%
0.5%
88.2%
92.7
00:01:26

6

OfferUp

OfferUp Inc.

12.3%
2.6%
78.1%
18.7
00:05:43

7

letgo

letgo

12.1%
2.2%
85.0%
25.7
00:06:27

8

Target

Target Corporation

6.4%
2.1%
44.9%
8.2
00:05:17

9

Walgreens

Walgreen Co.

5.3%
1.6%
88.2%
220.6
00:01:29

10

Kroger

The Kroger Co.

4.8%
2.5%
83.1%
25.5
00:02:17