E-commerce app excellence

Over the last eight years, global e-commerce app revenue quadrupled, demonstrated steady year-over-year growth and reached a total annual revenue of $3.88 trillion in 2023. Shopping apps are a compelling area to examine because minimizing user friction directly increases business value–a goal that all apps, regardless of industry, should aim for. Therefore, it is critical to understand the current e-commerce app landscape and the factors behind its evolution.

Understanding regional leaders: Top 10 shopping apps by country

To gain deeper insights into the e-commerce app landscape, it is essential to examine the top-performing shopping apps in key markets. The following graphs highlight the top 10 shopping apps in Denmark, the Netherlands, and Sweden, ranked by their App Pulse score. (Explore the methodology behind our findings here). 

AI’s impact on e-commerce

Machine learning has fundamentally reshaped e-commerce, powering hyper-personalization, predictive search, personalized recommendations, and dynamic pricing. Even in 2013, McKinsey estimated that 35% of Amazon’s revenue came from AI-driven recommendations—a figure that has only grown. Today, real-time behavioral insights and deep learning drive instant, context-aware recommendations, maximizing engagement and accelerating sales. As AI systems continue to evolve, they remain at the forefront of e-commerce innovation, optimizing every touchpoint in the customer journey.

E-commerce has two distinct origins. On one side are the digital-native brands; businesses born to thrive online, fueled by agility and a relentless drive for innovation. On the other side, are store-led brands, expanding from their physical roots into the digital marketplace, navigating the complexities of transformation to stay ahead. Digital-native brands have redefined seamless, user-focused experiences, setting new standards across industries. Store-led brands, meanwhile, carry the weight of legacy even as they adapt to the breakneck pace of digital evolution. Both bring unique strengths to the table, but what sets these two types of businesses apart? And how can their combined unique strengths redefine the future of e-commerce?

Digital-native platforms like Amazon, Bol.com, and Zalando were designed for the online world from day one. Every aspect (operations, user experience, and logistics) is designed to scale digitally, harnessing data to refine and optimize quickly . 

Digital-first apps consistently outperform their store-led counterparts in satisfaction, relevance, value, and best of its kind–key areas that align seamlessly with modern consumer expectations. (Read more about the four core dimensions of the App Pulse score here.) Their ability to lead comes down to one critical factor: a user-centric approach. By prioritizing what truly matters to today’s consumers, digital e-commerce platforms excel at meeting, and often exceeding, high standards for seamless experiences, relevant content, and cutting-edge functionality. This natural focus on users not only sets digital-first apps apart but also reshapes the benchmarks for app quality across the industry.

Bol.com has set the benchmark for online retail in the Netherlands and Belgium, driven by a seamless user experience and smart strategic choices. Acting as both a retailer and a platform, Bol.com allows external partners to sell their products, significantly expanding its assortment and making it the go-to destination for everything from books and electronics to fashion and home essentials. Its strong brand recognition, built as a pioneer in Dutch e-commerce, has earned deep consumer trust.

With an App Pulse score of 76 you notice that convenience is a key driver of its success, with same-day and evening delivery, pick-up points, and partnerships with PostNL ensuring flexibility, while the Select loyalty program offers free, fast shipping for a fixed annual fee, boosting retention. Its integration with Albert Heijn stores further enhances convenience by enabling seamless in-store pick-ups and returns. Alongside customer-first service with easy returns and responsive support, Bol.com also prioritizes sustainability through CO₂-neutral delivery, eco-friendly packaging, and refurbished products. By combining an intuitive app, smart logistics, and fearless collaboration, Bol.com has built a retail ecosystem that keeps users coming back.

Adoption patterns for digital-first and store-led e-commerce apps reveal key differences across age and gender demographics. The older the user, the more likely they are to adopt physical-first (store-led) apps, reflecting a preference for familiar shopping experiences and established retail brands.

Gender dynamics also shape adoption trends. Women show higher adoption rates for both store-led and digital-first shopping apps. Among store-led brands, 15.65% of female users engage with these apps, compared to 10.09% of male users—a 5.5% difference. For digital-first platforms, adoption rates are more balanced, with 16.32% of female users and 15.36% of male users, showing only a marginal gap.

These insights highlight the shifting landscape of e-commerce, emphasizing the importance of tailored engagement strategies. Brands that acknowledge and adapt to these behavioral patterns will be better equipped to strengthen user connections and drive sustained growth.

While digital-native apps often outpace store-led brands in user experience, store-led brands, apart from Bol.com, demonstrate an impressive adoption rate of 62.57%. These apps see wider installs across diverse demographics, showcasing the enduring strength of traditional, store-led businesses in the digital landscape.

Several factors explain this trend:

Our Danish data shows that Matas performs well in shopping app adoption, with an App Pulse score of 74. The brand has invested in its omnichannel experience, combining digital convenience with in-store interactions to strengthen customer loyalty and drive sales. More than just a sales channel, the app supports the in-store shopping experience and integrates a popular loyalty program to build stronger customer relationships. Matas is an example of how a thoughtful mobile strategy can enhance engagement across digital and physical touchpoints.