- According to the report, the slowdown of e-commerce spending is forcing marketers to focus on efficiency as the world heads into the peak shopping season.
- In Africa, there was a general increase of 54% in e-commerce apps between January 2021 and July 2022.
AppsFlyer, the global marketing measurement leader, has released the 2022 edition of its State of eCommerce App Marketing report. Within the report, AppsFlyer outlines key global trends, guiding marketers in building a mobile-first experience that will drive engagement and sales for the upcoming holiday season.
Following the past few years of significant e-commerce growth resulting from the Covid-19 pandemic, e-commerce in general and app marketing, in particular, have entered a natural slowdown. In 2022, e-commerce is no longer attracting the same volume of new users, and rising prices are taking their toll on marketing budgets and planning. Heading into the holiday season marked by an economic downturn, supply disruptions, and continuing privacy changes and data restrictions, efficiency should be at the forefront of marketers’ minds.
In Africa, there was a general increase of 54% in e-commerce apps between January 2021 and July 2022. Unsurprisingly, the peak time for in-app purchases fell naturally during the Q4 holiday season, particularly in November.