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E-Commerce App Installs Decline While Sessions Rise: Mobile Shopping Faces a Challenging Phase

The first half of 2025 has presented a mixed picture for the global e-commerce sector on mobile platforms. According to Adjust’s “Shopping App Insights Report: 2025 Edition,” e-commerce app installs dropped by 14% globally compared to the previous year, while user sessions rose by 2%. These contrasting figures suggest that acquiring new users is becoming increasingly difficult, yet engagement among existing users continues to grow.

The report predicts that global e-commerce spending will reach $6.42 trillion by the end of 2025, with around $2.5 trillion of that expected to come from mobile commerce. Despite this significant potential, the decline in app installs indicates that the industry is struggling to fully capitalize on mobile growth. For e-commerce brands, this underscores the importance of improving user retention and creating long-term engagement.

LATAM and APAC Show Strong Growth, While North America and Europe Decline

Looking at regional trends, Latin America (LATAM) stands out as a rising star in mobile e-commerce. App installs in LATAM increased by 18%, while user sessions surged by an impressive 27%. This growth highlights the region’s rapid digital adoption and untapped market potential.

The Asia-Pacific (APAC) region also recorded steady growth, with installs up by 13% and sessions increasing by 2%. In contrast, mature markets like North America and Europe faced declines. In North America, app installs dropped by 15% and sessions by 5%, while Europe and the MENA region saw similar downward trends.

These findings suggest that e-commerce businesses must reassess their regional strategies and focus more on high-growth markets to remain competitive in the evolving digital landscape.

TikTok’s Viral Economy Puts Retailers on the Clock

TikTok’s algorithm enables users to quickly discover a wide range of products, from toys and chocolates to cosmetics and fashion. Products that go viral on the platform suddenly experience massive demand, causing rapid stock depletion and significant price increases. For example, Pop Mart’s Labubu plush toys gained huge popularity through viral unboxing videos on TikTok, boosting the company’s market value to $40 billion — twice the combined market value of industry giants Hasbro and Mattel.

TikTok Shopping Is Changing Consumer Behavior

The food and beverage sectors are also feeling TikTok’s influence. Wellness trends have driven matcha tea shortages worldwide, pushing prices up by more than 80%. Japanese tea houses have had to limit wholesale orders due to surging demand. Similarly, sales of peanut chocolate in the U.S. have increased by 30%. These rapid spikes in demand put pressure on supply chains, challenging retailers in managing inventory and pricing strategies.

TikTok’s shopping platform, TikTok Shop, is projected to generate over $30 billion in advertising revenue in the U.S. alone in 2025. This growth outpaces Instagram and other social media platforms. TikTok Shop’s annual shopping revenue has reached $10 billion, matching the level of the long-established TV shopping giant QVC. This demonstrates how social media and e-commerce integration is revolutionizing the retail sector.

However, TikTok’s rapid rise is disrupting traditional retail forecasting and planning methods. While overall U.S. online sales growth is slowing, viral shopping frenzies on TikTok require retailers to adapt quickly. Brands must restructure their inventory and logistics to respond instantly to viral products.

In conclusion, TikTok’s viral economy is fundamentally changing consumer behavior and retail dynamics. Retailers need to develop more flexible, data-driven, and agile decision-making structures to keep up with this new era.

Shein and Temu Rapidly Gain Ground in South Africa’s Fashion Market

Chinese e-commerce giants Shein and Temu are experiencing remarkable growth in South Africa’s fashion sector. Together, these platforms reached total sales of 7.3 billion rand (approximately $405 million) in 2024, capturing 3.6% of the market and strengthening their strong presence in the region.

Rising E-Commerce in South Africa

Shein entered the South African market in 2020, followed by Temu in 2024, and both have grown rapidly since. Their aggressive pricing strategies and effective marketing efforts have allowed them to surpass traditional local and international retailers. This shift caused local retailers’ market share to decrease from 75.3% in 2011 to 74% in 2024.

Shein holds a significant 28% share in the online women’s apparel segment and dominates 37.1% of the overall e-commerce fashion market. Meanwhile, international brands such as H&M, Zara, and Cotton On maintain a combined market share of only 3.4%.

The rapid growth is driven by strong consumer appeal through competitive pricing and fast delivery services. However, after the South African government ended the “de minimis” tax exemption last year, these companies faced partial reductions in cost advantages. Local retailers have reported resulting price increases and a rise in customer complaints.

In conclusion, the rise of Shein and Temu in South Africa is reshaping the local retail market, underscoring the growing importance of digital transformation and innovative business models.

Shopify Forecasts Quarterly Revenue Above Estimates Amid Strong Demand

Canada-based e-commerce platform Shopify has announced quarterly revenue guidance that exceeds market expectations for the third quarter. Despite ongoing trade policy uncertainties in the U.S., the company continues to grow, driven by robust demand from merchants and AI-powered platform enhancements.

AI Innovations Drive Shopify’s Growth

Shopify forecasts revenue growth in the mid-to-high 20% range year-over-year for the July-September period, surpassing analysts’ average estimate of 21.54%. In its second-quarter earnings, the company reported a 31% annual revenue increase to $2.68 billion, beating the market’s $2.55 billion consensus. Gross Merchandise Volume (GMV) also rose significantly to $87.84 billion compared to the same period last year.

The company continues to attract new sellers by providing AI-powered tools that simplify store setup, product promotion, and sales data analysis. Shopify noted that the end of the U.S. “de minimis” exemption on low-cost imports from China would impact only about 1% of its overall business, with minimal effect on total transaction volumes.

These strong financial results reaffirm Shopify’s leading position in the e-commerce sector and its growth potential. The company’s innovative solutions powered by artificial intelligence help merchants optimize operations and maintain competitive advantages in a rapidly evolving market.

Pinduoduo Accelerates AI Talent Recruitment to Drive E-Commerce Innovation

Chinese e-commerce giant Pinduoduo has significantly ramped up its recruitment of artificial intelligence (AI) talent. The company is actively hiring experts in large language models (LLMs), multimodal algorithms, and infrastructure engineering roles. This move reflects Pinduoduo’s strategic shift from a price-competition-focused business model toward becoming a technology leader in the e-commerce sector.

Pinduoduo’s AI Hiring Signals a New Era in E-Commerce

Recent job postings reveal key positions such as Large Model Infrastructure Architect, Multimodal Algorithm Engineer, and Algorithm Engineer. These roles are designed to build AI infrastructure within e-commerce operations, leveraging AI for multimodal tasks such as product recognition and descriptions. To accelerate development, the company applies a competitive “horse-racing” style management approach, fostering rapid innovation internally.

Pinduoduo aims to enhance AI applications across recommendation systems, search optimization, advertising targeting, and customer service. The company is strengthening its R&D teams by attracting specialists from established tech firms, offering salaries that often surpass previous employers.

This strategy not only supports traditional e-commerce functions but also strives to make the platform smarter and more efficient. Through AI-driven improvements, Pinduoduo expects to reduce costs, improve user experience, and speed up transaction processing.

As major firms increase investments in AI, Pinduoduo’s initiative marks a clear push to compete technologically with rivals like Alibaba and JD.com. Amid a soaring demand for AI talent in China, companies like Pinduoduo are aiming to revolutionize both domestic and cross-border markets (including platforms like Temu) with intelligent e-commerce solutions.

In conclusion, Pinduoduo’s rapid and comprehensive expansion of AI hiring signals the dawn of a new era in e-commerce. Competition is no longer just about price but increasingly shaped by technological capabilities. With this approach, Pinduoduo aspires to become a strong tech leader both in China’s domestic market and global cross-border operations.

Shein and Temu Disrupt South Africa’s Fashion Industry

Chinese fast fashion giants Shein and Temu are rapidly reshaping the landscape of South Africa’s fashion retail sector. With ultra-low prices and an efficient delivery model, these platforms have quickly captured the attention of consumers—especially younger generations—while placing intense pressure on local manufacturers and traditional retailers.

By 2024, the two platforms had claimed an estimated 3.5% share of the country’s fashion, textiles, footwear, and leather market. Their sharp rise in popularity has challenged long-established customer loyalty toward local and physical brands, turning the tide of the retail environment in a matter of just a few years.

E-Commerce Growth Threatens Local Fashion Jobs

Shein and Temu’s aggressive pricing strategies have created a market where local brands struggle to remain competitive. The low cost of imported products has pushed many small businesses to cut staff, reduce production, or in some cases, shut down entirely. Thousands of retail jobs are believed to have already been lost in 2024 alone, with projections suggesting that tens of thousands more could disappear by 2030 if current trends continue.

At the same time, consumer behavior is evolving. Younger shoppers, in particular, are increasingly choosing online platforms where they can order the latest trends in just a few clicks, bypassing traditional malls and local boutiques altogether. This shift has significantly reduced foot traffic in brick-and-mortar stores.

Some domestic e-commerce platforms have attempted to push back by building distribution networks tailored to rural areas and underserved communities. While these efforts show promise, they remain limited in scope compared to the massive product selection and low prices offered by international players.

The rapid rise of Shein and Temu in South Africa is no longer just a commercial issue—it has become a socio-economic challenge. Local retailers, policymakers, and industry stakeholders will need to reevaluate their strategies if they hope to maintain relevance in an increasingly global and price-driven fashion market.

Ahold Delhaize Achieves Profitability in E-Commerce

International retail giant Ahold Delhaize has reached a major milestone in its digital transformation journey by announcing that its e-commerce operations have become profitable for the first time. This development signals that the company’s online business is now generating not only revenue but also net income.

Automation and Delivery Models Drive E-Commerce Efficiency

With a strong presence in both European and North American markets, Ahold Delhaize has begun to reap the benefits of its strategic investments in digital infrastructure. The company has successfully reduced operational costs while improving customer satisfaction through innovative order fulfillment and delivery solutions. In the U.S., the adoption of a “store-first fulfillment model” has significantly enhanced logistical efficiency. Meanwhile, in Europe, advanced automation systems have helped optimize labor and distribution expenses.

While e-commerce saw a major boom in the wake of the pandemic, turning that growth into profitability has been a challenge for many retailers. Ahold Delhaize has managed to overcome this hurdle by modernizing its delivery systems and improving the online customer experience. The company also reports an increase in the number of users on its online platforms and a higher average basket size, both of which have contributed to steady growth in digital revenues.

Financial data reveals double-digit growth in e-commerce sales and a positive shift in operational profitability. This indicates that Ahold Delhaize is approaching its digital strategy not just with a growth mindset, but with a strong focus on sustainable profitability.

This achievement reinforces the company’s confidence in its future digital investments and clearly demonstrates that e-commerce is no longer just a complementary channel, but a viable and profitable business model in its own right.

Wuilt Secures $2 Million to Scale Free Website Builder Across MENA

Egypt-based SaaS startup Wuilt has raised $2 million to expand its free website and e-commerce store builder across the Middle East and North Africa (MENA) region. This fresh round of funding reflects investor confidence in Wuilt’s mission to drive digital transformation among small businesses and independent sellers.

Founded in 2019 by Ahmed Rostom and Mahmoud Metwaly, Wuilt enables users to create professional-looking websites without any coding experience. In April 2025, the platform eliminated all subscription fees in Egypt, removing financial barriers and onboarding a surge of small businesses seeking digital presence.

Unlocking Digital Growth in MENA: Why Wuilt’s Model Stands Out

By moving away from the traditional subscription model, Wuilt now generates revenue through value-added services. These include logistics integration via “Wuilt Shipments,” digital payments through “Wuilt Pay,” and financial management tools like “Wuilt Wallet.” This full-stack approach allows small businesses to manage their digital operations affordably and efficiently.

A portion of the new investment will support the rollout of Wuilt’s platform in the United Arab Emirates by Q4 2025, followed by expansion into GCC markets and Turkey in early 2026. The company sees these regions as high-potential digital economies with underserved small-business segments.

Wuilt is also working on AI-powered tools to help sellers optimize inventory, customer interactions, and growth strategies. This makes the platform more than just a website builder—it’s evolving into a smart business infrastructure.

By eliminating financial friction and delivering a localized, tech-forward solution, Wuilt positions itself as a catalyst for regional digital transformation. Its model is particularly attractive to “social sellers”—entrepreneurs selling through social media—who need fast, accessible, and scalable tools.

Wuilt’s strategic expansion, starting with the UAE, signals a major leap toward empowering small businesses across MENA. As digital commerce continues to accelerate, platforms like Wuilt could play a crucial role in shaping the next generation of online entrepreneurship.

TikTok Shop Doubles Global Sales in 2025

TikTok Shop delivered a remarkable growth performance in the first half of 2025. Its global gross merchandise value (GMV) surpassed $26 billion in just six months, doubling compared to the same period last year. With this momentum, the platform is on track to potentially double its total 2024 GMV by year-end.

The United States has been a major driver of this growth. GMV in the U.S. surged by approximately 91% year-over-year, reaching $5.8 billion. As of 2025, the U.S. has become TikTok Shop’s second-largest market worldwide. The country now hosts over 470,000 stores on the platform, along with more than 15 million active content creators and influencers.

The Future of Social Commerce on TikTok: Video, Live Sales, and Evolving Markets

TikTok Shop’s success in the U.S. is fueled not only by user numbers but also by the variety of sales channels. Short-form videos accounted for about 50% of total GMV, in-app shop features made up 36%, and live-streamed sales contributed 14%—up from 10% the year before. This shift highlights how social commerce is becoming more multichannel in nature.

Globally, Indonesia ranked first in total GMV, followed by Thailand and Vietnam. Meanwhile, Malaysia stood out as the fastest-growing market, while Singapore was the only country to register a decline in sales during this period.

The most popular product categories in the first half included personal care, fashion, and home décor. One notable shift came from live-streaming activity: the number of sessions generating over $1 million in sales decreased, signaling a broader focus on other formats within the platform.

In the second half of 2025, TikTok Shop is expected to expand into more markets and enhance its AI-powered recommendation systems. These developments suggest the platform will continue playing a central role in shaping the future of global social commerce.

Amazon’s Q2 Performance: Strong Revenue, Sluggish Cloud Growth

Amazon reported strong financial results for the second quarter of 2025. The company’s total revenue rose by 12% year-over-year, reaching $167.7 billion. Net profit also saw a significant jump of 31%, climbing to $18.2 billion. This growth was largely driven by the company’s e-commerce operations, logistics services, and digital advertising performance. However, not all segments showed the same momentum.

AWS Continues to Grow, But Slower Pace Raises Concerns

Amazon Web Services (AWS), the company’s cloud computing division, generated $30.9 billion in revenue with a 17.5% year-over-year increase. While still growing, this rate fell short of previous years and raised concerns among investors. Additionally, AWS profit margins declined, reaching one of their lowest levels in recent years.

For the third quarter, Amazon forecasted revenue between $174 billion and $179.5 billion, with operating income expected to range between $15.5 billion and $20.5 billion. These projections came in slightly below market expectations, resulting in a short-term drop in the company’s share price.

Nevertheless, Amazon remains committed to long-term expansion, particularly through investments in artificial intelligence. The company plans to allocate around $100 billion in 2025 toward AI infrastructure and development, with a strong focus on data centers and large-scale model training.

In conclusion, while Amazon delivered a solid quarter overall, the slowdown in AWS growth sends a cautionary signal to investors and highlights a strategic area that may require renewed focus going forward.