E-commerce app installs in the Philippines increased 16% year over year in the first half of 2026, while shopping platforms became less dependent on paid advertising to attract users, according to measurement and analytics company Adjust.
The Philippines’ ratio of paid to organic installs fell 34% to 0.73 during the period. Organic installs refer to downloads that did not come directly from paid advertisements.
Other Southeast Asian markets also recorded double-digit growth. Singapore led all markets covered by the report with a 67% increase in e-commerce app installs. Vietnam grew 42%, followed by Indonesia at 36% and Malaysia at 14%.
Globally, shopping app sessions, or the number of times people used the apps, grew 15% from the previous year. E-commerce app installs increased 2%.
“E-commerce apps had a strong first half of 2026, with major shopping events continuing to grow in scale,” said April Tayson, regional vice president, INSEA, Adjust. “However, user acquisition is becoming more costly, and paid installs are driving a larger share of growth, particularly in fast-growing markets like Singapore, Vietnam, and Indonesia,”
“The marketers best positioned to grow efficiently will be those with clear visibility into which channels, markets, and campaigns are bringing in high-lifetime-value shoppers. Reliable measurement is key to making that possible,” Tayson said.
Malaysia recorded the highest paid-to-organic install ratio among all markets tracked at 1.11. The global ratio reached 0.72, up 26% from 2025. Vietnam’s ratio dropped 54% to 0.89.
Indonesia and Singapore posted the report’s highest shopping app session growth at 62% and 58%, respectively.
The Shopping App Insights Report: 2026 Edition analyzed data from thousands of apps covering January 2024 through June 2026. It included shopping, marketplace and classifieds, and deal discovery apps across several regions.