The vacation season turns the Purchasing class on the App Retailer into some of the aggressive arenas of the 12 months. As customers seek for offers, presents, and last-minute necessities, tens of millions of advert impressions and search queries are up for grabs. For app entrepreneurs, that is the second when each rating place, each impression, and each faucet issues.
That can assist you put together for the upcoming season, we regarded again at how Purchasing apps carried out in This fall 2024. Utilizing MobileAction’s knowledge, we analyzed apps within the Purchasing class within the US between October 1, 2024, and December 31, 2024. As an alternative of solely installs or income, we centered on what entrepreneurs can management immediately: person acquisition visibility throughout natural and paid channels.
Our objective is to spotlight the methods behind leaders’ visibility as a way to apply related techniques to your personal app. We’ll deal with the methods of the highest 5 apps within the prime 10 record:
- AliExpress – Purchasing App
- Chewy – Pet Care & Pharmacy
- Poshmark: Purchase & Promote Trend
- SHEIN – Purchasing On-line
- e.l.f. Cosmetics and Skincare
- Whatnot: Store, Promote, Join
- Nike: Footwear, Attire, Tales
- The Dwelling Depot
- Goal
- Temu: Store Like a Billionaire
All knowledge used on this article is sourced from MobileAction’s merchandise and displays the desired time-frame. The rankings are supposed to spotlight patterns and techniques, to not present a full efficiency audit of every app.
The right way to learn the rankings
The rankings on this article are usually not a income chart or set up leaderboard. They replicate person acquisition visibility for Purchasing apps on the US App Retailer in This fall 2024, primarily based on MobileAction knowledge.
Apps that carry out nicely listed below are those that repeatedly present up in entrance of high-intent customers throughout natural outcomes, Apple Adverts, and different paid channels. Some apps lean extra on ASO, others on Apple Adverts or broader paid campaigns. When studying every profile, take into consideration the combination, not simply the place, and search for patterns that match your personal class and development stage.
AliExpress is likely one of the most recognizable international marketplaces on the App Retailer, connecting customers with 1000’s of sellers and an unlimited catalog of low-priced merchandise. From electronics and residential decor to style and equipment, the app leans closely on time-limited offers, coupons, and flash gross sales that match completely with vacation buying habits.
AliExpress – Purchasing App’ natural rating distribution graph ASO Report by MobileAction
The rating graph for November and December exhibits a constant visibility rating with solely small fluctuations, at the same time as competitors intensified round Black Friday and the vacation rush. Quick peaks in early November and the ultimate days of December recommend focused optimization and promotional exercise round key buying moments, relatively than a single spike that fades away. AliExpress is an efficient instance of how sustained key phrase distribution and early seasonal preparation can defend visibility when class strain is at its highest.
Impression share of AliExpress – Purchasing App analyzed with Search by App by MobileAction
On the Apple Adverts facet, AliExpress focuses closely on proudly owning its model whereas well increasing into adjoining demand. SearchAds.com by MobileAction’s knowledge exhibits that the app holds a really sturdy impression share for its core branded queries, guaranteeing that customers looking out immediately for AliExpress virtually all the time see it within the advert placements.
Customized product pages key phrases of AliExpress – Purchasing App by MobileAction Natural CPP Outcomes
AliExpress makes use of its customized product pages to compete on a large set of high-intent buying and market queries, not solely its personal title. The identical customized product web page seems for generic phrases like “buying” and “store”, in addition to for searches that embody different giant retail and market manufacturers.
Advert artistic insights of AliExpress – Purchasing App analyzed with Inventive Evaluation by MobileAction
Advert Intelligence exhibits that AliExpress runs campaigns with a big artistic library and a broad community of publishers, putting it among the many higher-ranking advertisers within the Purchasing class. This scale means that AliExpress treats creatives as a efficiency lever, always rotating codecs, ideas, and provides relatively than counting on a small set of evergreen adverts.
2. Chewy – Pet Care & Pharmacy
Chewy focuses on a really particular viewers and has constructed a robust cell expertise round that area of interest. The app brings collectively pet meals, toys, equipment, and pharmacy companies in a single place, with subscription choices and customized suggestions that encourage repeated utilization.
Chewy – Pet Care & Pharmacy’s natural rating distribution graph ASO Report by MobileAction
The rating graph for November and December exhibits a strong visibility baseline with clear lifts across the peak vacation weeks. Quick spikes close to key dates recommend that Chewy layers seasonal optimizations on prime of an already sturdy core, relatively than relying solely on non permanent techniques. For entrepreneurs in area of interest verticals, Chewy is an efficient instance of how centered key phrase protection and constant class presence can compete with a lot bigger Purchasing gamers throughout This fall.
Impression share of Chewy – Pet Care & Pharmacy analyzed with Search by App by MobileAction
SearchAds.com by MobileAction’s Apple Adverts knowledge exhibits that Chewy additionally takes a selective however intelligent strategy to key phrase shopping for. As an alternative of chasing each high-volume retail question, the app seems on a mixture of pet-related, service-oriented, and retailer-focused phrases the place it may well keep highly-visible with a comparatively small group of rivals.
Apple Adverts prime advertisers evaluation of the Purchasing class within the US by SearchAds.com by MobileAction
Based mostly on MobileAction’s Apple Adverts visibility knowledge, Chewy sits alongside giants like Temu, Rakuten and main attire manufacturers when it comes to Apple Adverts visibility, although it serves a way more particular area of interest.
Advert artistic insights of Chewy – Pet Care & Pharmacy analyzed with Inventive Evaluation by MobileAction
As an alternative of flooding each stock supply, Chewy seems to deal with a tighter set of placements and messages that talk on to pet dad and mom, then retains these creatives refreshed sufficient to remain related via This fall. It’s a good illustration of how a vertical app can nonetheless attain significant scale throughout buying season with a leaner artistic stack, so long as ASO and Apple Adverts are doing a lot of the heavy lifting on high-intent visitors.
3. Poshmark: Purchase & Promote Trend
Poshmark combines market dynamics with a social really feel, permitting customers to purchase and promote style gadgets from each people and types. The app positions itself as a spot to find distinctive items, second-hand offers, and restricted collections, which aligns nicely with customers who’re in search of type and financial savings on the identical time.
Poshmark: Purchase & Promote Trend’s natural rating distribution graph ASO Report by MobileAction
For Poshmark, This fall natural efficiency exhibits a really secure and mature ASO setup constructed round style and resale intent. All through November and December, the visibility rating stays persistently excessive with solely light peaks round key buying weeks. That sample means that Poshmark depends on a robust evergreen key phrase set that already aligns nicely with how customers seek for second-hand style, manufacturers, and particular product varieties, then layers seasonal tweaks on prime for Black Friday and vacation demand.
Impression share of Poshmark: Purchase & Promote Trend analyzed with Search by App by MobileAction
MobileAction’s Apple Adverts knowledge exhibits that Poshmark makes use of paid search to place itself proper subsequent to different resale and style marketplaces. The app seems on competitor model queries reminiscent of “mercari,” “depop purchase promote clothes” and “vinted store classic clothes,” in addition to mixture phrases like “poshmark purchase promote style” and broader phrases like “outfitters.” On many of those searches, Poshmark secures a significant impression share even when it’s not the highest natural outcome, which helps it intercept customers who’re already contemplating related platforms.
Metadata adjustments of Poshmark: Purchase & Promote Trend analyzed by App Replace Timeline
Poshmark’s November replace additionally exhibits how carefully its product and advertising groups take into consideration seasonality. Round mid-November, the “What’s New” part in its App Retailer itemizing shifted from a generic message about itemizing gadgets to very particular holiday-focused copy. The replace invitations customers to browse “sweater climate” finds on Posh Reveals and encourages sellers to “prepare for the vacation rush” by itemizing now to spice up their seasonal gross sales.
Advert artistic insights of Poshmark: Purchase & Promote Trend analyzed with Inventive Evaluation by MobileAction
From a artistic standpoint, Poshmark sits in the course of the pack when it comes to scale, however makes use of its belongings in a really centered manner. For a market that depends closely on model and neighborhood, this strategy is smart. Poshmark can maintain its visible language constant throughout channels whereas nonetheless refreshing ideas round key moments like Black Friday.
SHEIN has turn into a significant participant in fast-fashion on cell, providing an enormous assortment of clothes, equipment, and way of life merchandise at aggressive value factors. The app leans on frequent new arrivals, themed collections, and seasonal campaigns that encourage customers to browse and buy usually.
SHEIN – Purchasing On-line’s natural rating distribution graph ASO Report by MobileAction
SHEIN’s natural footprint in This fall 2024 is likely one of the largest within the Purchasing class. MobileAction’s ASO Intelligence exhibits the app rating for tens of 1000’s of key phrases on the US App Retailer, with a really huge base of phrases within the High 100 and a strong layer of high-ranking queries within the High 30, High 10, and High 3. The visibility rating sits at a persistently excessive degree all through your entire October to December interval, with solely average fluctuations as new campaigns and app updates roll out.
Metadata adjustments of SHEIN – Purchasing On-line analyzed by App Replace Timeline
SHEIN’s replace timeline exhibits how tightly it aligns its retailer presence with international buying festivals. In early This fall, the “What’s New” copy and marketing campaign title had been tied to Singles Day, then shifted to the broader #SHEINBigSalesDay theme whereas protecting the identical sturdy worth proposition round “500k+ scorching gadgets” and year-end markdowns. That small however seen change retains the marketing campaign versatile throughout areas and dates, whereas nonetheless anchoring all the things round a recognizable hashtag.
Their product web page additionally highlights an equally coordinated visible technique. Each earlier than and after the replace, the gallery is totally themed round Black Friday, with crimson and black sale visuals, as much as 90 p.c off messaging, and clear class playing cards for style and residential.
5. e.l.f. Cosmetics and Skincare
e.l.f. brings its reasonably priced, cruelty-free cosmetics and skincare strains right into a devoted buying app that serves each loyal model followers and new customers discovering its merchandise for the primary time. The app expertise helps discovery with curated collections, product suggestions, and restricted version drops that play nicely with seasonal demand.
e.l.f. Cosmetics and Skincare’s natural rating distribution graph ASO Report by MobileAction
For e.l.f. Cosmetics and Skincare, This fall 2024, appears like a really strong season for natural visibility. MobileAction’s ASO Intelligence exhibits the app rating for greater than a thousand key phrases on the US App Retailer, with a wholesome unfold throughout the High 100 and a robust cluster within the High 30 and High 10. The visibility rating holds regular via October, November, and December, which suggests e.l.f. just isn’t counting on brief bursts of optimization, however on a well-structured key phrase set that persistently displays how customers seek for make-up, skincare, and sweetness offers.
The natural obtain historical past of e.l.f. Cosmetics and Skincare analyzed with Key phrase Intelligence by MobileAction
Within the Natural Obtain Historical past, e.l.f. captures significant natural share on excessive intent magnificence phrases reminiscent of “sephora,” “ulta,” “tub and physique works,” and “huda magnificence,” whereas rating within the prime positions for its personal model key phrases like “elf” and “e l f cosmetics.” Many of those searches are already supported by Apple Adverts exercise, which implies customers who faucet on the natural outcome usually see e.l.f. greater than as soon as in the identical journey.
#Notable point out: Nike: Footwear, Attire, Tales
For Black Friday and the vacation interval, Nike makes use of the app to attach product discovery with editorial content material and member-only perks. Restricted releases, reward guides, and promotion-driven collections assist the app seize intent from each loyal followers following particular strains and informal customers in search of high quality sportswear. Despite the fact that it doesn’t seem within the High 5 of our record, Nike is a notable instance of how a strong model app can translate storytelling, neighborhood, and product launches into sustained App Retailer visibility throughout This fall.
Nike: Footwear, Attire, Tales’ natural rating distribution graph ASO Report by MobileAction
MobileAction’s ASO Intelligence exhibits Nike rating for tens of 1000’s of key phrases on the US App Retailer, with a deep base of phrases within the High 100 and a wholesome layer of extremely ranked queries on prime. There are a whole lot of key phrases sitting within the High 10 and a strong cluster within the High 3, which displays how strongly customers search immediately for Nike and for its product strains, collections, and collaborations.
Advert artistic insights of Nike: Footwear, Attire, Tales analyzed with Inventive Evaluation by MobileAction
MobileAction’s Advert Intelligence exhibits greater than 2,000 distinctive creatives served throughout over 500 publishers throughout that quarter. That quantity factors to a marketing campaign strategy constructed round waves of exercise relatively than always-on efficiency alone. Nike seems to check many variations round product drops, seasonal promos, and model storytelling, then distribute them extensively throughout completely different placements. For a Purchasing app, it’s a good instance of how a robust model can use a big however time-bound artistic library to dominate key moments in This fall, whereas letting evergreen ASO carry a lot of the year-round visibility.
Key takeaways and methods to flip them into your subsequent Black Friday technique
First, leaders steadiness model and class protection. The strongest performers defend their branded searches, then lengthen into generic and competitor phrases that match actual buying journeys, supported by related customized product pages and seasonal creatives.
Second, seasonality is deliberate, not improvised. Apps like AliExpress, SHEIN, Poshmark, and e.l.f. modify messaging, screenshots, and key phrase focus forward of the vacation interval. They deal with This fall as a marketing campaign with clear phases, not a single gross sales day.
Third, scale just isn’t all the things. Chewy and e.l.f. present that centered vertical apps can stand beside broad marketplaces by proudly owning a distinct segment, selecting their key phrases rigorously, and utilizing a lean however disciplined artistic stack. What issues is how nicely your ASO, Apple Adverts, and creatives line up with a particular person downside, not what number of belongings you launch.
Use this This fall 2024 snapshot to your personal playbook. Begin by benchmarking your ASO visibility in opposition to the apps on this record, determine which key phrase teams you might be lacking, and map the place customized product pages may enable you to converse extra on to high-intent searches.
Then assessment your Apple Adverts setup. Are you solely bidding in your model phrases, or are you additionally current on rigorously chosen class and competitor key phrases, like the highest performers right here? Mix that with a artistic plan that features each evergreen ideas and seasonal variants for key weeks.
Prepared to organize to your subsequent Black Friday season with a clearer view of the market? Guide a demo with MobileAction and switch these insights into an actionable person acquisition plan.
