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India’s Android shopping app installs increased 85% between the third quarter of 2024 and the second quarter of 2026, compared with 2% growth globally, according to a report by mobile
measurement and analytics company AppsFlyer.
The report, State of eCommerce for Marketers in India – 2026 Edition, found that India accounted for 63% of global Android shopping app installs and 71% of Android shopping sessions across the markets tracked by the company.
However, longer-term user retention declined during the period. Day 30 retention on Android fell 41% between the fourth quarter of 2025 and the second quarter of 2026, compared with a 30% decline globally.
Day 1 retention declined 8%, while Day 7 retention fell 16% during the same period. India’s remarketing spending also declined 42% between Q4 2025 and Q2 2026, while user acquisition spending increased 10%. Remarketing conversions fell 62% in Q2 2026.
Despite the slowdown in new-user acquisition, shopping activity remained relatively resilient.Android shopping sessions declined 5% from their Q3 2025 peak through Q2 2026, compared with a 22% decline in installs. On iOS, shopping sessions increased 13% during the same period.
During the Navratri quarter, Android shopping installs increased 136% year-on-year, while organic installs rose 143%, reflecting the impact of India's festive shopping cycle.
The report also found that India’s Android fraud rate declined from 10% in Q3 2024 to 3% in Q2 2026. On iOS, the fraud rate stood at 1%, compared with 3% globally.
AppsFlyer also analysed more than 8,000 AI-assistant queries from nearly 400 e-commerce brands globally. The analysis found that 64% of queries focused on user acquisition and remarketing performance, while 9% focused on engagement and retention.
The report analysed 2.24 billion installs across 210 shopping apps, $290 million in user acquisition and remarketing ad spending, and 1.63 billion Android remarketing conversions in India
The report, State of eCommerce for Marketers in India – 2026 Edition, found that India accounted for 63% of global Android shopping app installs and 71% of Android shopping sessions across the markets tracked by the company.
However, longer-term user retention declined during the period. Day 30 retention on Android fell 41% between the fourth quarter of 2025 and the second quarter of 2026, compared with a 30% decline globally.
Day 1 retention declined 8%, while Day 7 retention fell 16% during the same period. India’s remarketing spending also declined 42% between Q4 2025 and Q2 2026, while user acquisition spending increased 10%. Remarketing conversions fell 62% in Q2 2026.
Despite the slowdown in new-user acquisition, shopping activity remained relatively resilient.Android shopping sessions declined 5% from their Q3 2025 peak through Q2 2026, compared with a 22% decline in installs. On iOS, shopping sessions increased 13% during the same period.
During the Navratri quarter, Android shopping installs increased 136% year-on-year, while organic installs rose 143%, reflecting the impact of India's festive shopping cycle.
The report also found that India’s Android fraud rate declined from 10% in Q3 2024 to 3% in Q2 2026. On iOS, the fraud rate stood at 1%, compared with 3% globally.
AppsFlyer also analysed more than 8,000 AI-assistant queries from nearly 400 e-commerce brands globally. The analysis found that 64% of queries focused on user acquisition and remarketing performance, while 9% focused on engagement and retention.
The report analysed 2.24 billion installs across 210 shopping apps, $290 million in user acquisition and remarketing ad spending, and 1.63 billion Android remarketing conversions in India
