Mobile applications have become the primary point of contact between consumers and e-commerce, with over two billion people shopping monthly via smartphone . According to a global ranking based on monthly active user data from Similarweb, Asian apps clearly dominate the world landscape, while Amazon maintains its absolute lead.
Amazon holds the top spot in the global ranking , registering an average of approximately 650 million monthly active users, a figure that more than doubles that of the second-ranked company. Its global scale, diverse offerings, robust logistics, and strong brand continue to underpin its dominant position in North America, Europe, and other mature markets.
Despite increasing competitive pressure, Amazon is the only app in the top 10 whose headquarters are not located in Asia, highlighting the growing importance of that continent in global e-commerce.
The "Asian tsunami" of mobile commerce
Seven of the ten most used apps in the world originate from Asia. Among them are Shopee (Singapore), with approximately 392,8 million monthly active users; Temu (China), with 215,1 million; and Shein and AliExpress, also of Chinese origin.
This trend is directly linked to the centrality of smartphones in consumer habits in markets such as China, Southeast Asia, and South Korea, where a large portion of online purchases are made exclusively via mobile devices.
Asian apps stand out for their native integration of digital payments and wallets , personalized data-driven recommendations, and seamless, intuitive shopping experiences—factors that significantly increase usage time and purchase frequency. The incorporation of artificial intelligence, augmented reality, and simplified checkout is transforming mobile into a near-permanent shopping experience.
India and Latin America gain regional importance.
Beyond China and Southeast Asia, India is reinforcing its relevance with Flipkart and Meesho, reflecting the rapid growth of digital consumption in that market.
In Latin America, Mercado Libre stands out, occupying the eighth global position with 125,3 million monthly active users, consolidating its position as the leading e-commerce platform in the region. The ranking is completed by Walmart, with 93,9 million users, supported by its strong physical and omnichannel presence in the United States.
According to data cited in the study, 73% of global online purchases are already made through mobile devices, a trend that is expected to continue to intensify as technologies such as generative AI, invisible payments, and immersive experiences gain scale.
For brands and retailers, this ranking confirms a strategic reality: competing in global e-commerce inevitably involves mastering mobile , not just as a channel, but as a central ecosystem for customer relationships.
