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Walmart struggles to compete with Amazon on the App Store



Thanksgiving is on the horizon here in the United States and for shoppers meaning Black Friday sales. This week we look at the most downloaded shopping apps.

In September, the five most downloaded mobile apps were in the U.S. App Store: Amazon, Wish, Walmart, Target and AliExpress. We estimate the total downloads for all five to around 4.3 million. There are many customers! This is how it's down to total:

 The most downloaded shopping apps in the App Store in the US (September 2018)

Amazon, with 1.5 million estimated downloads (or nearly 35% of the huge sum ) dominates the category. Not a surprise given online is the only way to shop there (for now). Wish, a marketplace for deals comes in others with an estimated 1

million downloads. Because deals.

Walmart and Target, both with established physical stores, seem to attract a corresponding number of downloads, each half of the Amazon. AliExpress, which is not well understood in the United States (yet?) Entering a fourth fifth, with estimated 287,000 downloads.

There is always an Amazon / Walmart rivalry. In 2016, Walmart Jet bought to fight Amazon for a high price tag (notice, Jet is not on this list). Let's See How These Two Apps Compared In 2018:

 Estimated Amazon and Walmart Downloads in the US App Store (2018)

Surprisingly Amazon surprised every month this year and affirms it how Americans are shopping on mobile. We digged a bit deeper, and using our audience demographics, we can see that while the Amazon audience is leaning man, Walmart looks female. There is certainly a great opportunity for Walmart here.

Prime Day

See that spike in downloads for Amazon in July? It is a direct result of Prime Day, where the app rose to the top of the charts and saw four times downloads for two days, which showed that Amazon's power over consumers. We only expect it to grow next year.

Tax Day

We have also noticed a spike, albeit less, in Walmart downloads around March. There were no sales events to trigger this, but proximity to the tax season may indicate that this was where the tax deduction ended.

What is your favorite game for online shopping? Tell us in the comments below.

The data

The data in this report came from Explorer, our Mobile Market Intelligence platform. Use Explorer to detect and analyze millions of mobile apps with proprietary datasets like those used in this post. Check it out →


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