Southeast Asian markets were among the strongest worldwide for shopping-app growth in the first half of 2026, according to Adjust’s latest Shopping App Insights report. Singapore led the markets tracked for e-commerce app install growth, with installs rising 67 percent year over year.

Vietnam recorded 42 percent install growth, followed by Indonesia at 36 percent, the Philippines at 16 percent, and Malaysia at 14 percent. Globally, shopping-app sessions grew 15 percent over the same period, while e-commerce app installs rose 2 percent, according to the measurement and analytics company.

Indonesia and Singapore also posted the strongest session growth in Adjust’s dataset, up 62 percent and 58 percent respectively. Singapore ranked near the top for early engagement and retention, with day-one retention of 16 percent and 1.45 sessions per user on the day of installation.

The report also points to different acquisition patterns across the region. Malaysia’s paid-to-organic install ratio reached 1.11, the highest among markets in the report. Vietnam and the Philippines moved in the other direction, with their ratios declining year over year.

Adjust said its analysis covers thousands of apps across shopping, marketplace and classifieds, and deal-discovery categories from January 2024 through June 2026. For marketers, the regional growth figures offer only part of the picture: paid acquisition is taking a larger share of the mix, making the quality and retention of acquired users increasingly important.

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