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TOP US SHOPPING APPSBENCHMARKS & ANALYSES - DECEMBER 2016

In partnership with

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INTRODUCTIONRankings and trends in the US ecommerce app market

According to eMarketer’s latest forecast*, “US retail mcommerce sales will reach $123.13 billion in 2016, a 39.1% increase over 2015 and more than double the amount in 2014. As a result of this rapid growth, mcommerce will account for just under one-third of retail ecommerce sales and 2.6% of total retail this year. The bulk of this growth is happening on smartphones. Smartphone retail mcommerce in the US nearly doubled in 2015 to $39.40 billion, a 95.8% year-over-year increase. By 2020, smartphones will capture $129.44 billion of all retail mcommerce outlays in the US, a growth rate of 18.3%.”

AT Internet, a global leader in digital analytics, has partnered with Decode Apps, a specialist in app benchmarking and monitoring, in order to create a series of reports providing unique insights and key stats about market trends per business vertical.

For this report, we’ve benchmarked 975 applications published by major ecommerce groups in the United States for the two predominant operating systems (iOS, Android) in November 2016.

* https://www.emarketer.com/Article/Mcommerces-Rapid-Growth-Primarily-Coming-Smartphones/1013909

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TOP 10 US SHOPPING APPS IN GOOGLE PLAYRanking by store rank (US - November 14, 2016)

Top free appsMin. number of ratings: 1000

Worldwide ratings

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TOP 10 US SHOPPING APPS IN THE APP STORERanking by store rank (US - November 14, 2016)

Top free appsMin. number of ratings: 1000

US ratings

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TOP 10 IN TERMS OF RANKOfferUp and Wish stand out in the “Shopping” category 

Walmart’s mobile app is the #1 app in Google Play’s “Shopping” category in the United States. However, in the App Store, it’s Amazon’s mobile app which took first place in November 2016. The Wish application came in second in both stores. American mobile users are big fans of apps dedicated to marketplaces and classifieds ads, as well as mobile apps offering discounts and price reductions.

A summary of the top 10 Android apps ranked in the store’s “Shopping” category in November 2016:• OfferUp, Amazon and eBay all tied for the best “DA score” (Decode Apps score), with 16.3/20• OfferUp received the best rating (4.6/5) among this top 10 list• AliExpress saw the greatest increase in number of ratings, with 16% growth• OfferUp received the best AppNPS, with +68%

A summary of the top 10 iOS apps ranked in the store’s “Shopping” category:• Wish received the best “DA score” (Decode Apps score), with 15.6/20• Among this top 10 list, 6 apps are tied for best rating (4.5/5): Wish, Flipp, OfferUp, Letgo, Poshmark & Groupon• Letgo saw the greatest increase in number of ratings, with 7.6% growth• Wish received the best AppNPS, with +76%

App insights focus:>> OfferUp, a mobile marketplace for local buyers and sellers, received the best DA score, rating and AppNPS on Android in November 2016.>> Wish, a marketplace application, received the best DA score, rating and AppNPS on iOS.

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APP INSIGHTS: FOCUS ON OFFERUPA next-generation marketplace: Fast, local & visual

Launched in 2011, this marketplace app got off to a stellar start: it counted more than 3 billion dollars in sales in 2015, and is set to reach 14 billion dollars in sales in 2016.

What’s all the rage about this app? The OfferUp app has completely revisited the selling and purchase process between individuals, with two major specificities: ads are ultra-local and ultra-visual. With a Pinterest-like feel, the app lets users browse through photos of products for sale in the local area, and easily make purchase offers. To post an ad, users can simply take a photo, choose a category, list a price, and share… Much faster than eBay or Craiglist processes.

OBSERVED INNOVATIONS

Highly visual browsing via product photos

Secure internal messaging sys-tem for making or accepting offers

Identification of users via drivers license scan, and login via social networks

24/7 customer service

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APP INSIGHTS: FOCUS ON WISHA Pinterest-like marketplace

Launched in 2011 by a former Google engineer, Wish is a marketplace that lists products at very competitive prices with, like the OfferUp app, similarities to Pinterest.

While the company remains tight-lipped about its revenues, it is said that Wish already counts several billions of dollars in sales, and that both Amazon and Alibaba have set their sights on this little app. Watch this space…

OBSERVED INNOVATIONS

Users can pin photos of products that interest them on their profile

Users can create wishlists and share them with friends

Highly personalized offers are suggested (via analysis of products purchased, viewed, added to wishlist, or shared)

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TOP 10 US SHOPPING APPS IN GOOGLE PLAYRanking by change in number of ratings, in % (US - November 14, 2016)

Top free appsMin. number of ratings: 1000

Maximum ranking: 50Worldwide ratings

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TOP 10 US SHOPPING APPS IN THE APP STORERanking by change in number of ratings, in % (US - November 14, 2016)

Top free appsMin. number of ratings: 1000

Maximum ranking: 50US ratings

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TOP 10 IN TERMS OF CHANGE IN NUMBER OF RATINGSShopping apps: Remarkable performance from Nike+ and Sam’s Club Scan & Go

On Android, the Scan & Go app from Sam’s Club is the mobile app with the highest rate of change in number of ratings worldwide, among the top 50 “Shopping” apps in Google Play’s US store. This app lets users scan their items and pay directly using the app. It should be noted that within this top 10 list, 40% are deal and discount apps, and 70% are retailers’ own mobile apps.

A summary of the top 10 Android “Shopping” apps in November 2016:• The greatest change in number of ratings worldwide: Sam’s Club Scan & Go, with 36% growth • AliExpress, Letgo & Barcode Scanner Pro all received the best “DA score” (Decode Apps score), with 15.6/20• The best AppNPS goes to Nike+, with +73%• Nike+ also achieved the best average rating, with 4.7/5

On iOS, the Scan & Go app from Sam’s Club is also the mobile app with the greatest rate of change in number of ratings among the top 50 “Shopping” apps in the iOS App Store for the United States. Like in the Google Play store, 70% of mobile apps in this top 10 are retailers’ own mobile apps.

A summary of the top 10 iOS “Shopping” apps in November 2016:• The greatest change in number of ratings: Sam’s Club Scan & Go, with +26%• Romwe and Jet App both received the best “DA score” (Decode Apps score), with 15/20• The best AppNPS goes to Sam’s Club Scan & Go, with +85%• The best-rated apps are Sam’s Club Scan & Go, Romwe and Wayfair: they all received the highest rating of 5/5

App insights focus:>> Nike+, the best-rated “Shopping” app in the Google Play store in November 2016, which also saw the best AppNPS.>> Sam’s Club Scan & Go, the best-rated “Shopping” app in the App Store, which also saw the best AppNPS. This app is also #1 in terms of growth in number of ratings in both the App Store and Google Play.

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APP INSIGHTS: FOCUS ON NIKE+A sporty app with many features

The Nike+ app showcases all the most recent Nike products and events, features expert advice from star athletes, makes it possible for users to track their sport activity (running, training, etc.), and offers access to a personalized Nike shop.

MAIN FEATURES

Nike products and events reserved especially for app users

Personal assistance with Nike+ Experts and Services

Your own personal Nike Shop: personalized offers with free shipping

Products and eventsreserved for you

Expert advice from theworld’s greatest athletes

Your own personalNike shop

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APP INSIGHTS: FOCUS ON SAM’S CLUB SCAN & GOScan & Go: A big step forward for user experience

With a maximum rating of 5, the Scan & Go app from Sam’s Club is clearly a favorite of mobile users, and for good reason…

Thanks to the Scan & Go feature, Sam’s Club members no longer need to go through checkout lines in store. They can simply scan their own articles as they shop, pay directly from their phone via the mobile app, and then show proof of payment (e-receipt) as needed. Talk about time savings!

Ship theckeckout lines

Scan your itemsas you shop

Pay via the app

OBSERVED INNOVATIONS

Scan & Go

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METHODOLOGYTracking methods and explanation of main analysis indicators

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SOURCE OF BENCHMARK DATADecode Apps monitors the app market worldwide

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stores55

countries

975“Shopping”

apps in the US

Scope = “Shopping” category in the stores

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KEY INDICATORS ON TREND REPORTSPresentation of main data and analysis metrics

App Name

RatingN°1

Country

Evol ratings (value)

Evol ratings (%)

Apps NPS

Nb of ratings

OS Group Type

App ranking, based on the

selected criteria

App name and publisher name data is retrieved from app stores

Cross-store unification with our meta-app-name procedure

Cross-OS aggregation of apps into “Groups“ of companies, and granular functional segmenta-tion by “Type“, done by our consultants

Evolution of ratings (value) = number of ratings obtained over 1 month

Evolution of ratings (%) = growth rate of number of ratings obtained over 1 month, 3 months, or 6 months

App NPS = Net Promoter Score applied to apps

Average rating and total number of ratings obtained by the app worldwide, or by country

#1 country of distribution

DA SCORE

A proprietary scoring algorithm combining nu-merous KPIs, including:

Number of ratings, average ratings, growth trends in terms of value and % around the world

Ranking of apps in stores

App NPS (App Net Promoter Score)

Plus update rate, user sentiment score…

Rankda score

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OUR APP ANALYTICS SERVICESDiscover our “all-in-one“ offer

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ALL-IN-ONE OFFERING

ALL IN ONE Manage performance of all your apps in a single dashboard

Store data In-app analytics Benchmarking App Store Optimisation (ASO) Top app trends by country and OS Track competitors’ apps worldwide

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(ratings and reviews) & competitive positioning User sentiment analysis (available in beta) Mobile multi-KPIs

BENCHMARKINGAdopt best practices from the market – and from your competitors Benchmarking per industry 3M+ applications continuously audited,

across more than 60 countries

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(multi-industry)

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About AT Internet

One of the world’s major players in digital intelligence since 1996, AT Internet helps companies measure their audience and optimise their digital performance across all channels. AT Internet’s exper-tise extends from collecting raw data to processing it in real time and delivering it for analysis and the sharing of insights. AT Inter-net’s analytics solution is used on more than 20,000 sites and ap-plications around the world, across all industries. With more than 200 employees, the company is present worldwide via its customers, subsidiaries and partners.

About Decode Consulting

With data coverage on + 3 millions apps worldwide, Decode provides custom and essential market insights to empower your mobile strategy. Founded in 2010 by two start-up experts turned consultants, with more than 15 years of pure player experience, Decode is an innovative B2B software editor and consulting firm specialized in mobile channels. When working on custom benchmarks and studies for our clients, we realized that the fantastic success of the mobile applications market was making its permanent watch compulsory, but that it was extremely complex and time consuming to do that manually! Decode apps now makes it simple, being the first app intelligence platform to search cross-store/worldwide, benchmark and monitor the global apps market the exact way YOU want! www.decodeapps.com