The Promodo team investigated the situation on the Ukrainian Fashion app market and presented the research.
Global trends
За 2023 рік кількість онлайн-покупок в категорії Fashion збільшилася вже до 20%. При цьому напрямок продовжує набирати обертів. В Україні зростання не таке стрімке, проте купувати одяг та взуття в інтернеті стало вже звичкою для українців.
"Many large brands associate their further online growth with the development of mobile applications. The reason is simple: mobile apps are currently growing twice as fast as web platforms.," Promodo noted.
Figures of the Ukrainian market
Усі аналітичні мобільні панелі включають застосунки з категорії Fashion до загальної групи Shopping. Фешн-ритейлери вкладають доволі високі бюджети в їхнє просування та постійно тестують нові підходи в ASO. На мобільному ринку саме їх називають локомотивом своєї групи та превалюють у кількості.
"According to our data, currently 68% of the number of downloads of shopping apps are on the Android platform, while iOS accounts for only 32%, but the share of the latter is growing month by month," added in Promodo.
The main increase in downloads on the Google Play Market is in November and February. Demand decreases in spring and summer. January is the top month, but July is the month with the lowest figures.
Seasonality on the Android platform
The picture is somewhat different in the App Store. The growth is observed in September-December, with a decline in summer. The top month in terms of app downloads is November, and the month with the lowest numbers is August.
Seasonality on the iOS platform
However, in the second quarter of this year, the number of downloads on the Android platform decreased by 22%. On the contrary, iOS users downloaded apps 17% more actively than last year.
Top Fashion apps on the Ukrainian market
The niche leaders for the period from June to August 2024 are Sinsay, Kasta, Answear, and INTERTOP. These apps have a high rating in the storages - above 4, and since the beginning of July this year have been gaining momentum in terms of downloads on both platforms.
Also in the top 10 this year were mono-branded apps Sinsay, Reserved, and Adidas. This spring, some of them returned to the Ukrainian market, while others appeared for the first time and immediately gained a significant share of downloads.
"In Eastern European countries, the CPI is significantly cheaper, potentially due to lower market saturation, less competition among advertisers, and relatively low traffic costs. However, in the future, competition in the niche will only intensify and require brands to constantly improve," added in Promodo.
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