Dulles, VA, July 11, 2023 – Amazon Prime Day may be one of the most anticipated retail events of the year, but the rapid emergence of international ecommerce rivals has led to a significant drop in users on its mobile app over the past seven months.

Real-life consumer user data from mobile analytics and business intelligence firm GWS, reveals that Amazon’s dominance is under threat, with user numbers falling sharply in 2023 as new rivals continue their near-meteoric rise:

  • Since April 2023 Amazon’s user numbers have crashed, falling from an average of 54 million to 46 million users daily – a decline of nearly 8 million daily users in the past nine months. That said the company still boasts double the number of daily users than its nearest competitor.
  • Temu, has continued its near meteoric rise in the US, adding nearly 10 million new daily users since the turn of the year. Its growth has been so significant that it now ties for the second most used shopping app with Walmart at around 17 million daily users.
  • Shein has also seen impressive growth in 2023, increasing its daily users from 3.1 million to 4.9 million daily users over the past year

In terms of the amount of time spent on each retail app, Temu currently dominates at an average of 20 minutes for each user a day. Both Amazon and Shein are further behind at an average of 12 minutes and 14 minutes for each user respectively.

Yet despite falling user numbers in the US market, Amazon does not suffer from demographic dominance like it’s new international rivals, where the company’s mobile app user base is more evenly split with 41% male and 59% female users. Whereas, for Temu women dominate at 69% compared to just 31% of male users. This rises to 90% of female users on Shein which has just 10% of men on its mobile app audience.

Dr Paul Carter, CEO, GWS, commented: “For years Amazon has gone all but unchallenged when it comes to offering the complete ecommerce package to consumers, and much of its success has been via its mobile app. However, mobile analytics data from GWS shows how brand loyalty on retail shopping apps moves quickly during challenging economic times, and retailers need to stay on top of the curve or risk getting left behind. While apps like Temu and Shein are seeing significant rises at the moment, expanding their customer bases beyond their faithful female audiences will be crucial for lasting growth and success if they want to pose a genuine threat to Amazon.”


All data was collected from GWS’ opt-in, app-engagement panel. This is a panel of real-life consumers who use their phones and tablet devices as normal throughout the day, so that the mobile analytics data GWS gathers provides the most accurate picture on the nation’s mobile connectivity experience. The panel collects consumer data anonymously from Android smartphones 24 hours a day, seven days a week, whenever and wherever consumers use their devices. Panelists (aged 18+) are recruited from the top 41 metropolitan areas across the US along with consumers located in less populated areas (overall covering 98% of the U.S. population). Approximately 54 million data points are generated daily by panelists. Data is anonymously collected and reported in aggregate for market research purposes only. All information collected is weighted to a user’s demographic representation of the U.S. adult population.

About GWS

For most consumers today, their mobile device is their life’s remote control. As an independent mobile insights consulting firm, GWS measures every aspect of how people live, work and play via their mobile devices – as well as how mobile network performance affects them.

Combining our market-leading network benchmarking technology and methodology with deep behavioural data, we help businesses and organizations to drive innovation and deliver better customer experiences through mobile insights, anywhere in the world. Championing the needs of mobile users by understanding and testing the things that matter to them, we’ve evolved our technology and services in step with the needs of industry and consumers for over 25 years.

For more information visit https://www.gwsolutions.com/

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