ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Dec 3, 2025

Podcast advertisers lean into brand campaigns

Article |
 Dec 3, 2025

What Old Navy’s DoorDash deal signals about same-day delivery in fashion

Article |
 Dec 3, 2025

Fandom is the new mainstream: What this self-made culture means for brands

Article |
 Dec 3, 2025

PNC embraces 'phygital' strategy with redesigned app, branch buildout

Article |
 Dec 3, 2025

Bank of America brings crypto to investors

Article |
 Dec 3, 2025

National Bank of Canada grows as Laurentian Bank is sold

Article |
 Dec 3, 2025

Holiday shoppers are going online first

Article |
 Dec 2, 2025

How Dick's Sporting Goods is driving retail media with in-store experiences

Article |
 Dec 2, 2025

How AI and programmatic innovations are transforming CTV campaigns

Article |
 Dec 2, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Retail Mobile App Shopping 2026

Ecommerce Enters Its Mobile-First Era

Report by Sky Canaves  |  Dec 1, 2025
Download
Report
Share
Table of Contents
Executive Summary
Mobile phones are the pillars of US ecommerce growth
Consumer adoption of shopping apps continues to rise
A small set of feature-rich apps shapes consumer shopping habits
Mobile app and loyalty program integration enhances stickiness
Recommendations for retailers and brands
Sources
Media Gallery
About This Report
Mobile will account for nearly half of US online sales in 2026 and become the dominant channel in 2027. To make the most of this shift, retailers and brands should enhance integration of their shopping apps and loyalty programs.
Topics
Mcommerce
Loyalty
Consumer Behavior
United States
Table of Contents
Executive Summary
Mobile phones are the pillars of US ecommerce growth
Consumer adoption of shopping apps continues to rise
A small set of feature-rich apps shapes consumer shopping habits
Mobile app and loyalty program integration enhances stickiness
Recommendations for retailers and brands
Sources
Media Gallery

Mobile will account for more than half of US ecommerce sales in 2027, predominantly on smartphones that now serve as online storefront, discovery channel, and loyalty hub. Retail apps can influence consumer shopping online and in-store with benefits that reflect shopper needs and expectations, including loyalty program integration.

Key Question: How should retailers and brands enhance their mobile apps to meet consumer needs and enhance loyalty?

Key Stat: Sales on mobile devices will account for more than 50% of US retail ecommerce sales in 2027, a year earlier than previously expected.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

9charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Mobile phones are the pillars of US ecommerce growth
  3. Consumer adoption of shopping apps continues to rise
  1. A small set of feature-rich apps shapes consumer shopping habits
  2. Mobile app and loyalty program integration enhances stickiness
  3. Recommendations for retailers and brands
  1. Sources
  2. Media Gallery

Charts in This Report

The Share of US Smartphone Users Who Use Apps for Shopping Will Surpass 70% in 2027, (millions of US smartphone shopping/retail app users and % of total smartphone users, 2023-2029)Nearly 60% of Mobile App Shoppers Use Just a Handful of Retail Apps to Make Purchases
Amazon and Walmart Have the Most Popular US Shopping AppsFashion and Food & Beverage Top the List of Products Purchased on Retail Apps
Speed, Ease of Use, and Discounts Drive Shoppers' Preference for Using Mobile AppsDiscounts, Loyalty Perks, and Navigation Are the Top Reasons Shoppers Use Retail Apps in Stores
Over a Quarter of Mobile App Shoppers Have Used a Retailer's In-App AI Shopping AssistantApps Won’t Get Most Shoppers Into Stores, but Downloadable App Coupons Probably Will
Mobile Apps Are the Preferred Channel for Engaging With Loyalty Programs

authors

Sky Canaves

Contributors

Suzy Davidkhanian
VP, Content
Blake Droesch
Na Li
Director, Primary Research
Cindy Liu
Senior Forecasting Analyst
Wendy Malloy
Director, Reports Editor
Jennifer Pearson
VP, Research
Naomi Rebuelta
Copy Editor
Amy Rotondo
Director, US Research
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+