Southeast Asia has emerged as a powerhouse in the global e-commerce app market, with Singapore, Indonesia, and Vietnam leading the charge. According to Adjust’s Shopping App Insights Report: 2026 Edition, these countries have seen remarkable growth in app installs during the first half of 2026. Singapore topped the list with a 67% year-over-year increase, followed by Vietnam at 42% and Indonesia at 36%.
The report highlights a rapidly evolving e-commerce landscape in the region, driven by major shopping events and a shift towards paid acquisition strategies. As acquisition costs rise, marketers are focusing on channels and campaigns that attract high-value, long-term users. “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. “Reliable measurement is key to making that possible.”
Indonesia and Singapore also recorded the highest session growth globally, with increases of 62% and 58% respectively. Meanwhile, Malaysia showed the highest reliance on paid acquisition, with a paid/organic install ratio of 1.11 in H1 2026. In contrast, Vietnam and the Philippines reduced their reliance on paid installs.
The report underscores the importance of strategic marketing and reliable measurement in sustaining growth in these fast-paced markets. As Southeast Asian countries continue to refine their strategies, the region is set to maintain its position as a leader in global e-commerce app growth.
