The shopping app market is one of the largest sectors in the mobile economy, covering everything from global marketplaces to niche, category-specific retailers and specialist services. The reach of the internet, combined with powerful search and recommendation systems, has made virtually any product just a few taps away.
In 2024, shopping apps facilitated over $4 trillion in global gross merchandise volume. An increasing share of these sales now begin and end within apps, reflecting rising consumer trust and comfort with mobile commerce. In emerging markets, ecommerce infrastructure and logistics networks continue to expand rapidly, bringing app-based retail to new towns and cities and driving the next wave of digital shopping growth.
Marketplaces
‘The Everything Store’, coined in 1994 by Amazon founder Jeff Bezos, has come to define not just Amazon but a whole host of marketplaces offering virtually every product category imaginable. Almost every region has their own ‘Amazon’, such as Taobao in China, Flipkart in India, Shopee in South-east Asia, Mercado Libre in South America and Trendyol in Turkey.
Discount Marketplaces
In recent years, a new wave of marketplaces has emerged, aiming to undercut the “Everything Stores” on price by connecting consumers directly with manufacturers. Temu has quickly become the frontrunner in this space, while AliExpress and Lazada serve as Alibaba’s international counterparts, extending its reach beyond China.
Customer-to-Customer Marketplaces
Many marketplaces operate primarily as connectors between buyers and sellers, earning a small commission for facilitating transactions on their platform. eBay was the pioneer of this model and remains one of its largest players. Newer apps such as Vinted, OfferUp and Depop have built on eBay’s foundation, reimagining the experience for the mobile-first generation and distilling the marketplace aspect of eBay to a single subsector.
Fashion
Many fashion brands have successfully adapted to shifting retail landscapes, from high street stores to websites and mobile apps, and remain dominant players in the market. Zara, H&M, and Abercrombie & Fitch are among the biggest names. However, marketplaces like Shein, Myntra, and ASOS have challenged brand loyalty with their vast, fast-changing selections of clothing and accessories.
Activewear
Inside the fashion sector, there are plenty of subsections that cater to specific audiences. Activewear is one of the largest, with a mix of the legacy sneaker brands Nike and Adidas, which have handled the transition to app well, and newer entrants such as lululemon and SKIMS.
Luxury
The luxury market caters to those willing to splash more money on the latest styles from premiere brands. A lot of these apps came about in the web era, such as Vestiaire Collective, Farfetch and Net-A-Porter, an act as a marketplace for luxury brands to sell on, similar to a Harrods or Selfridges.
Grocery
The pandemic forced supermarkets in North America and Europe to rapidly expand online, a shift that has had a lasting impact as operators continue to prioritise digital shopping. The period also fuelled the rise of dedicated grocery delivery apps such as Instacart, Flink, Gopuff, and Getir, which scaled quickly to meet surging demand. HelloFresh and TooGoodToGo have redefined how consumers purchase and consume food, each offering a distinct approach to convenience and sustainability.
Food Delivery
There are many food delivery platforms worldwide. Some, like Just Eat, Grubhub, and iFood, primarily connect restaurants with consumers, while others, including DoorDash, Uber Eats, and Deliveroo, act as intermediaries, handling both ordering and delivery.
Buy Now, Pay Later
Popularised as a new form of consumer credit, several buy now, pay later providers also operate as marketplaces, showcasing products available through pay-in-three or pay-in-four instalment options. Klarna leads this space, with Affirm and Afterpay among the most prominent competitors in the US market.
Live Commerce
While live commerce remains less developed in Western markets, platforms like Whatnot and TikTok Shop have seen significant growth in both attention and spending over the past two years. In Asia, meanwhile, Douyin, Kwai, Shopee and Lazada dominate as leading destinations for live shopping.
Home and Furniture
Wayfair pioneered the shift of home and furniture shopping to mobile, building a marketplace dedicated entirely to home goods. In recent years, IKEA, Lowe’s, and Bed Bath & Beyond have also strengthened their mobile offerings, enhancing the digital experience for home shoppers.
Electronics
Argos and Newegg have long operated in the electronics and appliance marketplace niche. In recent years, interest in second-hand devices has gained momentum, with platforms like Cashify and Back Market capitalising on the growing demand for refurbished tech.
Handmade
Etsy remains the clear leader in the handmade and craft marketplace, hosting millions of independent sellers worldwide. Redbubble has emerged as a popular destination for artists selling custom designs, while Not On The High Street continues to support small creative businesses with a curated marketplace approach.
Deals
The deals and coupons market has become a core part of online shopping, helping users save through cashback and discounts. Capital One Shopping and ShopBack lead the way with automatic coupon and cashback features, while Groupon popularised the group deal model.
Price Comparison
Price comparison apps help shoppers find the best value across products, travel, and services. Honey by PayPal and Quidco combine price tracking with cashback rewards, while Payback integrates loyalty points into everyday purchases. In travel, Skyscanner and Trivago dominate as leading comparison platforms.
