The shopping app market has become one of the largest and most dynamic sectors in the mobile economy, spanning everything from global marketplaces to niche, category-specific retailers and specialist services. Ever-improving search and recommendation systems have made it possible to find and purchase almost any product in seconds.
In 2024, shopping apps facilitated more than $4 trillion in global gross merchandise volume, reflecting the central role mobile now plays in global commerce. Increasingly, the entire purchasing journey, from product discovery to checkout, takes place within apps, driven by greater consumer confidence and smoother mobile payment experiences.
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In developing and emerging markets, ecommerce infrastructure and logistics are expanding rapidly, allowing app-based retail to reach new towns and cities. This growth, coupled with innovations in delivery, payments and personalisation, is propelling the next wave of digital shopping worldwide.
In our Shopping App Market Map, we have covered all of the main categories in the shopping app ecosystem, complete with the key apps in each:
- Marketplaces – Coined by Jeff Bezos in 1994, “The Everything Store” now defines platforms like Amazon, Taobao, Flipkart, Shopee, Mercado Libre and Trendyol, which dominate retail in their respective regions.
- Discount marketplaces – A new wave of low-cost marketplaces has emerged, connecting consumers directly with manufacturers. Temu leads this space, with AliExpress and Lazada extending Alibaba’s reach beyond China.
- Customer-to-customer marketplaces – eBay pioneered peer-to-peer selling and remains a major player. Apps such as Vinted, Depop and OfferUp have refined the model for mobile, focusing on resale and community-driven commerce.
- Fashion – Zara, H&M and Abercrombie & Fitch remain dominant fashion brands, while marketplaces like Shein, Myntra and ASOS test brand loyalty with vast, fast-changing product selections.
- >Activewear – A major part of the fashion retail segment, with Nike and Adidas adapting well to mobile commerce and newer names like Lululemon and SKIMS attracting strong followings.
- Luxury – Vestiaire Collective, Farfetch and Net-A-Porter act as digital marketplaces for high-end fashion, mirroring the curated experience of traditional retailers like Harrods or Selfridges.
- Grocery – The pandemic pushed supermarkets in North America and Europe to expand online, a shift that continues to shape the sector. Instacart, Flink, Gopuff and Getir scaled rapidly during this period, while HelloFresh and TooGoodToGo offer alternative food models focused on convenience and sustainability.
- Food delivery – Just Eat, Grubhub and iFood connect restaurants directly with consumers, while DoorDash, Uber Eats and Deliveroo handle both ordering and delivery, reshaping how meals reach customers.
- Buy now, pay later – Klarna leads the BNPL space, with Affirm and Afterpay strong competitors in the US. These platforms combine instalment payments with curated shopping experiences and growing marketplaces.
- Live commerce – Live commerce remains in early stages in Western markets, but Whatnot and TikTok Shop have gained traction over the past two years. In Asia, Douyin, Kwai, Shopee and Lazada dominate as key live shopping platforms.
- Home and furniture– Wayfair pioneered mobile home shopping with its dedicated marketplace for home goods. IKEA, Lowe’s and Bed Bath & Beyond have since strengthened their digital offerings, improving app-based browsing and delivery.
- Electronics – Argos and Newegg have long served the electronics marketplace, while interest in second-hand devices has risen through platforms like Cashify and Back Market, which specialise in refurbished tech.
- Handmade – Etsy remains the leader in handmade and craft marketplaces, hosting millions of sellers worldwide. Redbubble and Not On The High Street support independent creators through curated and design-focused platforms.
- Deals – Coupon and voucher apps have become integral to online shopping. Capital One Shopping and ShopBack offer automatic coupon and cashback features, while Groupon remains a key name in group deals and local offers.
- Price comparison – Finding the best value on an item or experience is as easy as one search with price comparison apps. Honey by PayPal and Quidco combine price tracking with cashback rewards, while Payback integrates loyalty points. In travel, Skyscanner and Trivago continue to lead as major comparison platforms.
Download the Shopping App Market Map here to get a PDF landscape version, perfect for slides and presentations.
