App-based ecommerce is gaining momentum even as traffic to traditional shopping websites slips, according to The Global State of Ecommerce 2025 report released by Similarweb.
The analysis, which compares estimated online activity from July 2024 to June 2025 with the prior year, shows ecommerce app sessions rose 13% while visits to ecommerce and shopping websites fell 1%. The report also finds traffic increasingly concentrated on large marketplaces such as Amazon and Temu, even as many stand-alone online stores lose ground. Despite facing U.S. tariff headwinds, Temu’s overall traffic jumped 56.9% year over year.
Report: Ecommerce apps and website traffic
“Whatever is happening in the broader market, there are always businesses who outperform by getting ahead of the trends,” said Laurie Naspe, director of market insights at Similarweb. “Getting consumers to download your app — and making it a truly engaging experience — is a powerful way to make shopping your store a habit.”
The report highlights growing traffic from artificial intelligence chatbots such as ChatGPT. While the share remains small, Similarweb estimates the conversion rate for AI-referred visits at 11.4%. That would be more than double the 5.3% rate from organic search.
Naspe said this shows “brands and sellers who successfully optimize for AI visibility are likely to capture a new traffic channel that delivers high-intent visitors — people who are primed to buy because they’ve already done their research.”
Amazon remains the largest ecommerce site with 1.3 billion monthly unique web visitors and 651.7 million monthly active app users (MAUs), according to Similarweb. Shopee follows with 392.8 million MAUs, and Temu with 246.4 million. Fast-growing niche retailers include Quince, with web visits up 130.9%, and Farm Rio, whose app MAUs surged 311.8%.
Naspe said the findings underscore the need for sellers to sharpen marketplace strategies, build stronger app experiences, and adapt to AI-driven discovery to reach high-intent shoppers.
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