Install-to-purchase conversion benchmark for E-commerce & retail apps (2026)

    Install-to-purchase conversion benchmark for E-commerce & retail apps

    Published range

    1%–2%

    Across 2 published sources, which do not agree. The spread is the finding.

    Why the published figures disagree

    Most pages answering this question state one number. That is misleading here: the sources below differ by more than the gap between a healthy app and a failing one, and the difference is almost entirely methodology — which apps were in the sample, whether installs were paid or organic, and how the day window was counted.

    Comparing your own figure against the wrong one of these produces the wrong decision, which is the practical reason this page lists all of them instead of averaging.

    Every published figure

    • 1.38%

      Reported for retail apps

      Insider Intelligence / EMARKETER, 2026 · taken from the publisher's summary

    • 1%–2%

      The cross-category range most apps fall in

      UXCam, 2026 · taken from the publisher's summary

    What install-to-purchase conversion actually measures

    The share of installs that go on to make a first purchase.

    Where the measurement goes wrong

    Almost every published figure here omits the window. A 1.4% rate over 90 days and a 1.4% rate over 7 days describe very different products, and sources rarely say which they measured.

    Your number is below this. Now what?

    A benchmark tells you whether to worry, not what to do. Retention is downstream of activation: if users are not reaching the thing the product is for, no amount of re-engagement fixes the curve. That is the first thing worth checking, and it is usually the least instrumented part of the funnel.