The document analyzes the US mobile commerce market, noting that retail mcommerce sales are projected to reach $123.13 billion in 2016, primarily driven by smartphone usage. It highlights rankings for the top US shopping apps in both Google Play and the App Store as of November 2016, with Walmart and Amazon dominating their respective categories. Key insights include significant growth in apps like OfferUp and Wish, and innovations in user experience from apps like Sam’s Club Scan & Go.

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TOP US SHOPPING APPS
BENCHMARKS & ANALYSES - DECEMBER 2016
In partnership with

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INTRODUCTION
Rankings 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
The Mobile & Multi-device R&D project has been co-financed in part by the European Union with funds
from the ERDF, and in part by the Region of Aquitaine

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TOP 10 US SHOPPING APPS IN GOOGLE PLAY
Ranking by store rank (US - November 14, 2016)
Top free apps
Min. number of ratings: 1000
Worldwide ratings

4. 4
TOP 10 US SHOPPING APPS IN THE APP STORE
Ranking by store rank (US - November 14, 2016)
Top free apps
Min. number of ratings: 1000
US ratings

5. 5
TOP 10 IN TERMS OF RANK
OfferUp 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 OFFERUP
A 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

7. 7
APP INSIGHTS: FOCUS ON WISH
A 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)

8. 8
TOP 10 US SHOPPING APPS IN GOOGLE PLAY
Ranking by change in number of ratings, in % (US - November 14, 2016)
Top free apps
Min. number of ratings: 1000
Maximum ranking: 50
Worldwide ratings

9. 9
TOP 10 US SHOPPING APPS IN THE APP STORE
Ranking by change in number of ratings, in % (US - November 14, 2016)
Top free apps
Min. number of ratings: 1000
Maximum ranking: 50
US ratings

10. 10
TOP 10 IN TERMS OF CHANGE IN NUMBER OF RATINGS
Shopping 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 events
reserved for you
Expert advice from the
world’s greatest athletes
Your own personal
Nike shop

12. 12
APP INSIGHTS: FOCUS ON SAM’S
CLUB SCAN & GO
Scan & 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 the
ckeckout lines
Scan your items
as you shop
Pay via the app
OBSERVED
INNOVATIONS
Scan & Go

13. 13
METHODOLOGY
Tracking methods and explanation of main
analysis indicators

14. 14
SOURCE OF BENCHMARK DATA
Decode Apps monitors the app market worldwide
1
2
stores
55
countries
975
“Shopping”
apps in the US
Scope = “Shopping”
category in the stores

15. 15
KEY INDICATORS ON TREND REPORTS
Presentation of main data and analysis metrics
App Name
Rating
N°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…
Rank
da
score

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OUR APP ANALYTICS SERVICES
Discover our “all-in-one“ offer

17. 17
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
USER QUALITY
Identify risk points and areas for
improvement
Continuous monitoring of perceived quality
(ratings and reviews) & competitive positioning
User sentiment analysis (available in beta)
Mobile multi-KPIs
BENCHMARKING
Adopt best practices from the market
– and from your competitors
Benchmarking per industry
3M+ applications continuously audited,
across more than 60 countries
MOBILE EXPERTS
Receive analysis and continuous
assistance from mobile experts
15+ years of experience in mobile
(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