China-based eCommerce apps are rapidly rethinking global growth strategies, pulling back from the United States and ramping up investment in Western Europe, according to AppsFlyer’s newly released 2025 State of eCommerce App Marketing report.

The most dramatic shift is seen in Germany, where iOS user acquisition (UA) spending jumped 170 per cent year-on-year between January and May 2025. France also saw iOS UA more than double over the same period. This signals a regional pivot as marketers seek stability in increasingly uncertain geopolitical and regulatory climates.

“This reallocation signals a broader transformation in mobile growth, shaped by tariff uncertainty, regional platform dynamics, and increasing reliance on loyalty-focused remarketing,” said Sue Azari, Industry Lead for eCommerce at AppsFlyer.

From US to EU: A Shift in Strategy

The move away from the US is stark. In November 2024, iOS UA in the United States dropped 38 per cent year-on-year, while Android fell 32 per cent. In contrast, spending in Europe remained steady or rose significantly.

Germany emerged as a key beneficiary, becoming a prime destination for Chinese app marketers seeking alternatives to the tariff-heavy US market. Notably, remarketing spend in Germany surged 220 per cent year-on-year in November 2024.

France, too, is gaining favour as economic conditions and platform performance metrics shift. Android in-app purchase spend in the country fell 30 per cent in November due to market pressure, yet iOS continued to attract investment.

Changing Seasonal Pacing and User Loyalty Trends

AppsFlyer’s data also reflects a recalibration of budget timing, with marketers pulling forward UA budgets to earlier in the year and ramping up remarketing during high-engagement seasons. In November, re-engagement spiked 218 per cent in the US and 330 per cent in Brazil.

Loyalty-focused strategies are also gaining traction, particularly on iOS. The platform outperformed Android in key monetisation metrics: users converted 1.3 days faster, had a 39 per cent higher first-time purchase rate, and 68 per cent stronger re-purchase performance. In-app purchase (IAP) revenue on iOS grew 10 per cent in 2025—nearly double the growth rate on Android.

India’s iOS market stood out, recording 44 per cent year-on-year IAP growth in November and a further 31 per cent rise from January to May 2025. Despite being traditionally Android-dominant, India is now exhibiting high-value iOS user behaviour.

Remarketing and Web-to-App Flows Surge

Global remarketing spend hit US$16.4 billion in 2024—3.5 times more than UA budgets. Android’s share of remarketing climbed from 64 per cent to 77 per cent, suggesting improved re-engagement strategies on the platform.

Meanwhile, web-to-app install flows surged 38 per cent ahead of the holiday season and rose another 37 per cent in early 2025, highlighting the increasing emphasis on converting web users into high-value app users.

Fraud and Platform Dynamics

Fraud remains a major threat, with nearly US$1 billion globally at risk. iOS fraud rates improved, dropping from 30.1 per cent to 25.9 per cent, while Android saw a slight increase to 10.5 per cent. AI-powered tools are now considered essential to fraud mitigation.

Interestingly, the Android ecosystem in the US demonstrated stronger post-conversion retention. The platform’s loyal-to-regular conversion ratio was 22 per cent higher than iOS, showing that once acquired, Android users in the US are more likely to stay engaged.

Regional Highlights: LATAM and APAC

In Latin America, Brazil saw an astonishing 481 per cent spike in iOS UA in November 2024, while Android activity slowed. Despite this, Android revenue in Brazil dropped 28 per cent in 2025.

In Mexico, iOS UA rose 21 per cent, and remarketing spend jumped 136 per cent year-on-year in November.

Across Asia-Pacific, India led iOS monetisation growth, while Indonesia recorded strong Android UA growth. South Korea and Japan stood out for exceptional Android user loyalty, with rates 80 per cent above platform averages.

AppsFlyer’s report paints a picture of a global mobile marketing landscape in transition. As economic, regulatory and platform forces shift, so too do strategies—marked by regional pivots, earlier acquisition pacing, and a clear tilt towards iOS as a loyalty and monetisation leader.

Azari summed up the challenge ahead: “With the possibility of regulatory or geopolitical shifts ahead, marketers must be ready to adapt quickly. Brands are now making real-time decisions about where to invest based on regulatory environments, user lifetime value, and competitive positioning across multiple continents.”