The biggest quarter of the year is here — and ecommerce leaders are preparing for a decisive finish.

After studying Similarweb’s latest report, “Apps: The Secret Engine of Ecommerce Growth,” one thing is clear: while websites still play a key role in discovery, apps are where the real growth and loyalty happen.

App sessions have climbed 13% year-on-year, while web traffic has remained flat. Across every category — from marketplaces and beauty to fashion and home — brands that treat their app as a loyalty product, not just a sales channel, are pulling ahead.

We’ve analysed the report’s key findings and pulled together the most actionable insights for brands looking to win in Q4. Now, we’re inviting leaders to take part in our Q4 Industry Confidence Survey — to see how confidence, spend plans, and challenges compare across the industry.

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4 Key Insights from the Similarweb Report

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1. Marketplaces

Marketplace apps are driving repeat purchases by simplifying checkout, storing payments, and sending timely push notifications.

Temu’s growth tells the story: mobile-first design, sharp pricing, and an influencer network turned it into one of the fastest-growing ecommerce brands globally.

Key takeaway: Build frictionless re-engagement — price-drop alerts, back-in-stock notifications, and app-only rewards keep shoppers active.

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2. Beauty & Cosmetics

Beauty apps are turning discovery into loyalty. The category saw 15% YoY growth in app sessions, led by e.l.f., which transformed its app into a Gen Z loyalty hub.

Through AI features like Color e.l.f.nalysis and community-led content, e.l.f. boosted daily active users by 138% and downloads by 16%. We have previously discussed about the power of AI in our most recent Newsletter.

Key takeaway: Create personalised tools that make shopping feel interactive and confident. Let content, not just ads, drive your app engagement – UGC is KING

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3. Fashion & Apparel

With price sensitivity rising, resale and social-driven platforms are thriving. Depop saw app downloads jump from 312K to 1M per month in under a year, fuelled by authentic, user-generated content.

“Gen Z doesn’t just “buy clothes”, they use fashion to express individuality, values, and belonging.”

Key takeaway: Make your app a social space. Give creators and customers a reason to post, share, and engage — turning content into loyalty.

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4. Home & Garden

Even low-frequency categories are seeing strong app engagement. App sessions in this space grew 18.7% YoY, led by IKEA, which connects in-store and app experiences through AR design tools and QR code checkouts.

Through their engaging reels and carousels, influencers shared relatable narratives. These included IKEA hacks, home makeovers, cat furniture, and culinary creations using IKEA products. This approach fostered genuine, shareable content by empowering customers to view IKEA products as a creative outlet, ultimately enhancing engagement and customer loyalty.

Key takeaway: Use digital tools to inspire between purchase cycles. Show your app’s value beyond transactions — through projects, inspiration, and personalisation.

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Our Perspective

Studying Similarweb’s data confirms a shift that’s already happening: ecommerce success now depends on how well your app deepens customer relationships.

The brands winning in 2025 aren’t just optimising acquisition — they’re engineering loyalty through habit, relevance, and convenience.

Apps are no longer just another channel. They’re the foundation of modern retention.

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Why We’re Launching the Q4 Industry Confidence Survey

We’ve taken inspiration from Similarweb’s report and want to go a step further.

Our Q4 Industry Confidence Survey aims to understand how business leaders are navigating this changing landscape — where confidence stands, how budgets are shifting, and what challenges lie ahead.

Through this short, three-minute survey, we’ll build a collective view of:

• How leaders rate their confidence heading into Q4
  
  
• Which channels (apps, marketplaces, or social) they’re prioritising
  
  
• What challenges they expect in the coming months
  
  

Every participant will receive an early benchmark report to plan ahead of competitors — so you can see how your outlook compares to peers in your category.

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Join the Conversation

It only takes three minutes to share your perspective.

📊 Take the Q4 Industry Confidence Survey → Here
📘 Download the Similarweb Report → Here

Together, let’s build a clearer picture of where ecommerce is heading — and how leaders can plan with confidence for Q4 and beyond.

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