New-age eCommerce shopping trends in India and Southeast Asia – a report by Affle’s MAAS platform and Sensor Tower – Business News This Week MAAS Platform

With the onset of the festive season, Affle’s MAAS, a unified mobile advertising platform has released an eCommerce report titled ‘The Dawn of the New-Age Shopper in the New Normal’ in association with Sensor Tower, a mobile app store marketing intelligence company headquartered in US. The report aims to highlight the key emerging trends shaping consumer behaviour across shopping apps in the APAC region. The report is based on the evaluation of the number of app downloads, daily active users (DAUs), monthly active users (MAUs) and retention data. It brings to light the scope of eCommerce industry in India, Indonesia, Malaysia, Thailand and Vietnam, with strategic insights on growth opportunities for marketers, advertisers and eCommerce businesses.

Talking about the robust eCommerce adoption and growth in the Asian markets, Viraj Sinh, Co-founder, Managing Partner – International (MAAS) said, “India and Southeast Asia are projected to be one of the fastest-growing eCommerce markets in the world, by 2025. With its unique demographic and fast-changing consumer behavior trends, paradigm shift towards eCommerce is certain and it continues to happen at a rapid pace. New verticals, niche players continue to spring up across the region that further drive the adoption and penetration of eCommerce, which is still relatively low. The measurement of success has evolved and the approach to user growth has changed. Having the right partner to help one through this journey has become paramount and a crucial first checkpoint and often the difference between success and failure.”

The initial stage of the pandemic in March 2020 had a huge impact on the eCommerce industry causing a noticeable slowdown of activities. However, eCommerce apps registered peak in-app activities from the beginning of Q3 2020. The consistent upward growth resulted in a 18% Y/Y increase in average DAU for India and 20% Y/Y increase in Vietnam and Indonesia, for Q2 2021. India’s shopping app installs surged in July 2021, surpassing 80 million that month, up more than 15 million M/M. Popular categories of shopping were groceries, grooming/beauty products, apparels, electronics, school and household items, furniture among others. Shopping behaviour also indicated an increased preference for mobile-based transactions.

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*About the Survey: The MAAS report was prepared partnership with Sensor Tower, where Sensor Tower conducted research evaluating the number of app downloads, daily active users (DAUs), monthly active users (MAUs) and retention data across Top 10 and Top 5 eCommerce apps across India, Indonesia, Malaysia, Vietnam, and Thailand.

* Affle’s MAAS is a unified audience platform that enables mobile advertisers to acquire quality users at scale, across directly integrated publishers, programmatic platforms, and relevant app recommendations.


*Sensor Tower is a US-based Company that provides actionable metrics on download, revenue, share of voice, and engagement metrics for the global app economy.

Diksha Sahni

Diksha currently leads Communications & PR at Affle. With a passion for content marketing, she also takes the lead in crafting compelling narratives for the MAAS Platform. A journalist turned marketer, she has worked in the B2B and AdTech industries and writes on all things mobile on the MAAS Platform blog.