Top 10 Retail apps by user acquisition performance

As the year comes to a close, the holiday season kicks off with one of the busiest times for retail apps, as shoppers dive into their phones to find deals, gifts, and seasonal goodies.

From Black Friday and Cyber Monday to Christmas and New Year’s, the fourth quarter presents a prime opportunity for retail apps to capture user interest and drive engagement through highly-targeted user acquisition strategies.

Leveraging this season, top retail apps have used App Store Optimization (ASO), Apple Search Ads, and creative ad placements to win over users.

This analysis of the top 10 retail apps in the USA examines how each app succeeded in Q4 2023, with insights on how to maximize seasonal shopping trends and optimize user acquisition.

Let’s dive in to see what these apps did right and how your app can replicate similar strategies to ride the holiday shopping wave.

Amazon Shopping

It’s no surprise that Amazon has held a prominent position in the retail landscape for years, maintaining an impressive level of brand awareness and consistently adapting its user acquisition strategy.

While many apps have strengths in particular areas, Amazon distinguishes itself by excelling in all three key aspects of this analysis: ASO, paid ads, and creative engagement.

Amazon’s organic keyword rankings saw a significant increase as the holiday season approached, with its keyword count over 45,000.

Of these, more than 11,000 keywords, many of which included competitor brands, ranked in the top 30, showcasing Amazon’s strong keyword strategy.

Amazon Shopping’s organic ranking distribution during Q4 2023 analyzed with ASO Report by MobileAction

Remarkably, 34% of Amazon’s organic downloads generated from competitor keywords, illustrating Amazon’s skill in redirecting searches to its own offerings.

By positioning itself so prominently, Amazon demonstrated a clear advantage in capturing high-intent traffic, particularly as gift shopping hit its peak during December.

The organic download history of Amazon Shopping analyzed with Keyword Intelligence by MobileAction

Walmart: Shopping & Savings

As one of the world’s largest retailers, Walmart boasts an exceptional brand presence, which is reinforced by its strong ASO performance. In fact, Walmart ranked second overall with one of the highest ASO scores in the retail app market.

With over 30% of its organic keywords ranking in the top 30 and 10% reaching high volumes (above 30), Walmart achieved considerable depth in its keyword strategy.

They came in second place with the highest ASO score in the market.

Walmart: Shopping & Savings’ organic ranking distribution during Q4 2023 analyzed with ASO Report by MobileAction

Walmart’s organic download funnel stands out as well. Surprisingly, only 35% of its organic downloads generated from brand-related keywords, meaning that Walmart’s strategy is effectively capturing users searching for competitors, in addition to those seeking Walmart directly.

The organic download history of Walmart: Shopping & Savings analyzed with Keyword Intelligence by MobileAction

Walmart has also adapted its app metadata to match seasonal events and internal campaigns, ensuring it remains relevant to users’ search interests.

By regularly updating app screenshots ahead of major shopping events, Walmart communicates a clear message “We have what you’re looking for”, to potential users even before they open its product page.

App updates made by Walmart: Shopping & Savings in Q4 2023 analyzed with App Update Timeline by MobileAction.

Temu: Shop Like a Billionaire

Temu’s strong market presence has grown significantly in recent years, establishing it as a major player with an impressive, precision-driven user acquisition strategy, particularly through paid channels.

By the end of Q4, Temu ranked third overall with the highest Apple Search Ads score among retail apps.

Temu’s rise in the retail landscape has been remarkable, with its focused user acquisition strategy placing it third overall.

Temu demonstrated expertise in Apple Search Ads, where it achieved the largest paid keyword presence among all retail apps in Q4 2023, spanning over 45,000 keywords.

Temu: Shop Like a Billionaire’s search results ads keyword list analyzed by Search by App by MobileAction

Temu’s brand protection strategy deserves mention as well. On the organic front, it holds strong visibility for its brand name, capitalizing on its popularity.

Meanwhile, on the paid side, Temu has secured almost complete visibility for its brand keyword in Apple Search Ads, safeguarding its top position for high-intent searches.

Share of Voice analysis of the “Temu” keyword analyzed analyzed with Keyword Trends by MobileAction.

Additionally, Temu leveraged In-App Events during Q4 to promote newly launched features—a powerful tool for re-engaging existing users and encouraging them to revisit the app, helping drive loyalty alongside acquisition efforts.

In-app events created by Temu: Shop Like a Billionaire within Q4 2023, analyzed with In-App Events by MobileAction.

SHEIN – Shopping Online

SHEIN stands out for its exceptional approach to creative strategy, leveraging every opportunity to lead the retail app space, and perhaps even the app industry as a whole, with its compelling visuals and targeted messaging.

In Q4 of last year, SHEIN earned a top spot in user acquisition rankings, achieving the highest Ad Intelligence score among retail apps due to its sophisticated and strategic ad creation.

In November alone, SHEIN launched an impressive 1,400 ads across more than 1,000 publishers, capitalizing on seasonal trends, discounts, and sales.

This extensive campaign ensured that SHEIN’s promotions were not only visible but fully aligned with the holiday season’s demand for timely, relevant deals.

Ad creatives that created in Q4 2023 by SHEIN – Shopping Online analyzed with Top Creatives by MobileAction

SHEIN’s attention to creative details extends into its app metadata, which it updates continuously to reflect current promotions and seasonal themes.

This ongoing adaptation of metadata, especially screenshot sets, enables SHEIN to communicate its latest offers and benefits directly to potential users, maximizing relevance and engagement.

App updates made by SHEIN – Shopping Online in Q4 2023 analyzed with App Update Timeline by MobileAction.

Custom product pages were another key element of SHEIN’s strategy. In Q4, SHEIN launched three tailored product pages, one of which focused specifically on Black Friday.

Each page featured custom-designed screenshots and relevant keywords, making them highly relatable to users searching for specific seasonal deals and boosting their appeal to targeted audiences.

Custom product pages run by SHEIN – Shopping Online with during Q4 2023 analyzed with CPP Intelligence by MobileAction

Target

Target is a top retailer in the US with a rich history of brand recognition and a substantial mobile presence. Through years of refining its mobile strategy, Target has become a key player in user acquisition, building a strong, resilient user base.

Target’s organic performance peaked just before New Year’s, with rankings for over 25,000 keywords. Over 20% of these keywords held a high search volume, enhancing Target’s reach as holiday shopping ramped up.

Target’s organic ranking distribution during Q4 2023 analyzed with ASO Report by MobileAction

Impressively, over 35% of Target’s organic downloads were from competitor brand keywords, showcasing its capacity to attract users who initially sought alternative retailers.

This strategy not only draws direct searches but also successfully converts indirect, competitor-driven traffic.

The organic download history of Target analyzed with Keyword Intelligence by MobileAction

On the organic side, Target has successfully maintained its top position, leveraging strong brand presence.

However, competitors are actively targeting Target’s brand keywords in paid ads, signaling a potential area for Target to bolster its brand protection on the paid front.

Share of Voice analysis of the “Target” keyword analyzed analyzed with Keyword Trends by MobileAction.

Target effectively used in-app events last year, specifically launching an event to promote its Circle Week and re-engage users.

However, it is worth noting that Target has not yet fully capitalized on seasonal shopping events with in-app events, which may present a valuable opportunity in future seasonal campaigns.

In-app events created by Target within Q4 2023, analyzed with In-App Events by MobileAction.

Nike: Shoes, Apparel

Nike has long been a dominant force in the sports retail sector, and this strength extends seamlessly to its app marketing strategy.

With well-established brand recognition, Nike has consistently supported its presence through both paid and organic tactics, securing a well-deserved spot in our list of top-performing apps.

During Q4 of last year, Nike ranked for over 30,000 keywords, with more than 30% of these appearing in the top 30 positions.

Notably, over 15% of these keywords carried a high volume, underscoring Nike’s strategic alignment with high-demand search terms.

Nike’s organic ranking distribution during Q4 2023 analyzed with ASO Report by MobileAction

Nike’s organic download history shows that over 40% of its downloads came from competitor brand keywords, including those of other top sports and retail apps.

Nike’s ability to attract users searching for competitors, combined with strong downloads even from keywords where it ranked lower (such as 10th), highlights the strength of its brand to convert users despite lower visibility on some terms.

The organic download history of Nike analyzed with Keyword Intelligence by MobileAction

The “Nike” keyword’s Share of Voice offers valuable insights. While Nike ranked in the top three for its own brand keyword across three of its own apps, the company has taken a calculated approach by not heavily targeting its brand term on the paid side, likely relying on its organic strength and high brand recognition.

Share of Voice analysis of the “Nike” keyword analyzed analyzed with Keyword Trends by MobileAction.

In Q4 2023, Nike also launched 6 custom product pages, each tailored with specific keyword strategies and creative sets for different sports.

This targeted approach allowed Nike to engage high-intent searchers effectively, aligning their custom pages with distinct sports interests to improve relevance and user engagement.

Custom product pages run by Nike with during Q4 2023 analyzed with CPP Intelligence by MobileAction

Sephora US: Makeup & Skincare

Sephora, as the leading brand in the personal care and beauty retail space, has faced new competitors but continues to excel in user acquisition.

This well-established brand presence and effective strategy earned Sephora a spot in this year’s analysis of top-performing retail apps.

Sephora’s organic reach peaked just before New Year’s, ranking for over 13,000 keywords, with more than 20% in the top 30.

This strategic timing allowed Sephora to capture a sizable share of holiday search traffic in the beauty category.

Sephora’s organic ranking distribution during Q4 2023 analyzed with ASO Report by MobileAction

Most of Sephora’s organic downloads were driven by its own brand keyword, but notably, over 40% came from competitor-related terms.

This ability to convert users searching for other brands underscores the strength of Sephora’s brand appeal and recognition.

The organic download history of Sephora analyzed with Keyword Intelligence by MobileAction

The “Sephora” keyword has a substantial volume of 70, reflecting its comprehensive brand awareness.

However, it’s worth noting that while Sephora holds the top organic ranking for its brand keyword, it lacks sufficient paid support, allowing a competitor to capture the highest impressions on the paid front.

Share of Voice analysis of the “Sephora” keyword analyzed analyzed with Keyword Trends by MobileAction.

Sephora also updated its app metadata to highlight seasonal promotions and holiday sales, with a creative set designed specifically for Black Friday.

This seasonal adaptation enabled Sephora to resonate more deeply with searchers during peak shopping periods, enhancing its engagement with holiday-driven users.

App updates made by Sephora in Q4 2023 analyzed with App Update Timeline by MobileAction.

GOAT – Sneakers & Apparel

While GOAT has been a part of the market for over a decade, its visibility and brand recognition have significantly grown in recent years, thanks to its strategic investments in app marketing.

This strong user acquisition performance has earned GOAT a place among the top retail apps.

During Q4 of last year, GOAT’s organic strategy ramped up twice: once just before Black Friday and again immediately after, demonstrating a clear alignment with seasonality.

These well-timed shifts proved successful in boosting visibility and engagement during critical shopping periods.

GOAT’s organic ranking distribution during Q4 2023 analyzed with ASO Report by MobileAction

GOAT’s organic downloads are heavily driven by its own brand keyword, with over 65% of downloads coming from brand-specific searches. While this reliance on brand keywords is slightly above the typical rate for other apps, it highlights the power of GOAT’s brand in attracting dedicated users.

The organic download history of GOAT analyzed with Keyword Intelligence by MobileAction

GOAT’s approach to brand protection is a standout in the industry.

Despite holding the top organic spot for its brand keyword, GOAT continues to bid on its own keyword in paid search to avoid losing high-intent traffic to competitors, a proactive strategy to retain visibility.

Share of Voice analysis of the “GOAT” keyword analyzed analyzed with Keyword Trends by MobileAction.

GOAT created 5 custom product pages with uniquely tailored creative sets, aimed at high-intent search terms. These custom pages not only catered to specific demographics but also highlighted various app features, with one page even targeting a direct competitor—a strategic move to capture competitor-driven traffic.

Custom product pages run by GOAT with during Q4 2023 analyzed with CPP Intelligence by MobileAction

GOAT’s ad strategy also deserves recognition, particularly in November 2023 when it launched 60 ads across various networks to reach users during the holiday season. These ads featured both promotional sales and app features, broadening the app’s appeal to new users.

Ad creatives that created in Q4 2023 by GOAT analyzed with Top Creatives by MobileAction

Shopkick: Gift Cards Rewards

Shopkick has been active in the retail space for several years, and since 2023, it has elevated its user acquisition performance, especially with a greater focus on paid channels. This shift has contributed to Shopkick’s position among the top 10 retail apps.

Following Black Friday, Shopkick adjusted its organic strategy as the seasonal demand shifted. By the end of Q4 2023, the app ranked for over 8,500 keywords, showcasing its comprehensive keyword reach.

Shopkick: Gift Cards Rewards’ organic ranking distribution during Q4 2023 analyzed with ASO Report by MobileAction

Despite holding a strong organic position, Shopkick has continued to bid on its own brand keyword within search results ads to enhance its brand protection strategy, securing visibility even on the paid front.

Share of Voice analysis of the “Shopkick” keyword analyzed analyzed with Keyword Trends by MobileAction.

Shopkick’s paid efforts are equally robust, especially around Black Friday when it targeted over 3,000 keywords. Out of these, 362 keywords generated more than 20% impressions, reflecting a successful focus on paid reach.

Shopkick: Gift Cards Rewards’ search results ads keyword list analyzed by Search by App by MobileAction

Alongside its organic and paid strategies, Shopkick’s ad production was notable in Q4 2023.

During November, it launched over 30 ads in various formats across multiple ad networks, effectively increasing impressions and reinforcing its presence during the competitive holiday shopping period.

Ad creatives that created in Q4 2023 by Shopkick: Gift Cards Rewards analyzed with Top Creatives by MobileAction

Whatnot – Live Video Shopping

A newcomer to our list of top retail apps, Whatnot stands out as the only second-hand marketplace to secure a spot.

Despite only entering the market a few years ago and focusing more on paid strategies since 2022, Whatnot’s rise in user acquisition performance reflects its growing success.

Whatnot adopted a unique, seasonal approach to organic keywords, significantly expanding its keyword pool just before Black Friday and scaling back afterward, a “hit-and-run” strategy that allowed it to maximize seasonal visibility.

Whatnot – Live Video Shopping’s organic ranking distribution during Q4 2023 analyzed with ASO Report by MobileAction

Given its relatively limited direct competition, it’s unsurprising that over 80% of Whatnot’s organic downloads generated from its own brand keywords, primarily driven by high-intent users who specifically search for it.

The organic download history of Whatnot – Live Video Shopping analyzed with Keyword Intelligence by MobileAction

Even with minimal competition in its subcategory, Whatnot has prioritized brand protection, securing a stable presence across both organic and paid channels.

Share of Voice analysis of the “Whatnot” keyword analyzed with Keyword Trends by MobileAction.

In terms of ad production, Whatnot excelled, launching an impressive 612 ads across various formats in November 2023. These ads had extensive reach and generated significant impressions, setting Whatnot apart from category averages.

Ad creatives that created in Q4 2023 by Whatnot – Live Video Shopping analyzed with Top Creatives by MobileAction

With our congratulations to the top 10 retail apps for their Q4 2023 performance, we can now explore the specific seasonal periods and how top apps integrated these themes into user acquisition activities, providing insight into what we can expect from this year’s holiday shopping trends.

Black Friday

Black Friday is an essential focus for retail apps, with each app adopting unique campaigns, tailored creative assets, and diversified strategies to capture the attention of holiday shoppers.

Keyword Share of Voice

The popularity of the “Black Friday” keyword started to climb around mid-October last year, reaching its peak at 58 right after Black Friday. The interest spike underscores the importance of early seasonal planning to capitalize on increased search traffic.

Keyword popularity and Share of Voice of “Black Friday” analyzed with Keyword Trends by MobileAction.

While Black Friday-focused apps secured the top three organic positions last year, it was Flipp: Shop Grocery Deals, Black Market – Buy & Sell, and Best Buy: Tech Drops that dominated the paid search results, showcasing the effectiveness of their targeted ad investments.

Search results ads

In 2023, five apps emerged as leaders in securing high impressions on the “Black Friday” keyword in search results ads. Flipp: Shop Grocery Deals topped the list, with a strategic approach that helped it outperform even established apps with greater overall visibility scores.

Aosom Online Shopping also stood out, leveraging Black Friday to compete against larger retail apps with a precise, focused approach.

Search results ads keyword analysis of “black friday” analyzed with Search by Keyword by MobileAction

App updates

Many shopping apps updated their app metadata to align with Black Friday, but SHEIN particularly stood out, becoming a model example for metadata updates around seasonal events.

App updates made by SHEIN in Q4 2023 analyzed with App Update Timeline by MobileAction.

SHEIN’s metadata updates, especially for its screenshot sets, exemplified best practices. Last year, SHEIN altered its screenshots twice, once at the end of October and again just before Black Friday. Initially, the visuals featured a Black Friday theme to introduce upcoming sales, then transitioned to darker tones closer to Black Friday, reflecting the event’s atmosphere.

In-app events

In-app events created by Shopping category apps within Q4 2023, analyzed with In-App Events by MobileAction.

In-App Events also proved invaluable for Black Friday, attracting and re-engaging users with exclusive offers. Key players like Ralph Lauren: Luxury Shopping, CIDER – Clothing & Fashion, PrettyLittleThing, and GOAT – Sneakers & Apparel utilized in-app events to promote holiday sales and boost user engagement during the season.

Custom product pages

Custom product pages created with “black friday” keyword in Q4 2023 analyzed with CPP Intelligence by MobileAction

Despite the high value of the Black Friday keyword, custom product pages were underutilized last year.

Although 3 custom product pages were created, only one went live before Black Friday, and it was likely a testing effort due to its brief airtime. This missed opportunity suggests potential for apps to create Black Friday-specific custom product pages in future campaigns.

Ad creatives

Ad creatives that were live during the Black Friday in 2023 analyzed with Top Creatives by MobileAction

As anticipated, apps across various categories used Black Friday as a theme in their ads, either by creating dedicated holiday ads or adding seasonal elements.

This trend will likely grow, as more apps recognize the impact of holiday-themed visuals and messaging on attracting seasonal shoppers.

Cyber Monday/Week

Cyber Monday is a critical shopping event, following closely on the heels of Black Friday.

However, the brief gap between these two events often limits the window for Cyber Monday-specific campaigns, making it an opportunity typically pursued by only the largest players in the market.