If you’re weighing up an app, knowing how much revenue other brands generate through theirs sounds like a useful starting point. The difficulty is finding figures that measure the same thing.
There’s no reliable industry-wide percentage for branded mobile app revenue. Most market reports combine mobile websites and apps into one mobile commerce figure. The reports and case studies that separate them cover different brands, time periods, and definitions, so they don’t add up to a clean global average.
Still, the public examples are useful. They show that a mature app can become a material sales channel, while also showing why you need to check the denominator behind every percentage.
Current Benchmarks for Ecommerce App Revenue Share
Named case studies report branded apps generating anywhere from 18% to 63% of online revenue. The range is broad because the brands, categories, markets, and maturity of the app channels are all different.
| Brand or dataset | Reported app revenue share | What the percentage covers |
|---|---|---|
| The Oodie | 19% | Total revenue |
| Stadium Goods | 20%, rising to 30% during major sales events | Total revenue |
| Princess Polly | 28% | Total revenue |
| Naked Harvest | 33% | Total revenue |
| Oh Polly | 40% | Total revenue |
| Tadashi Shoji, Kiokii, and Pharmazone | 18% to 63% | Online revenue across three named MobiLoud case studies |
These aren’t market averages. They’re case studies, which naturally feature successful customers. The brands also operate in categories with different purchase cycles, audiences, and app maturity.
Use the figures to understand the possible range, not to pick your target. Your own percentage will depend on adoption, retention, conversion, order value, purchase frequency, and how mobile-heavy the business already is.
Why an Industry-Wide Average Is Hard to Produce
Mobile commerce is usually reported by device, not by shopping surface. A purchase on a phone may happen through a mobile website, a retailer’s own app, Amazon, the Shop app, a social platform, or an embedded browser.
Even when a report separates apps, it may combine retailer-owned mobile apps with marketplaces. Those channels have different economics and customer relationships.
Platform providers can see detailed app performance, but their datasets represent brands that chose and retained that platform. Public case studies are even more selective. That doesn’t make the results useless; it means the scope has to travel with the number.
The next distinction is just as important: two brands can both say their app generates 30% of revenue while using completely different denominators.
App Share of Mobile Revenue vs Total Ecommerce Revenue
People often use “percentage of ecommerce revenue from apps” to mean two different things.
App Share of Mobile Revenue
This compares app sales only with mobile channels:
App share of mobile revenue =
app revenue / (app revenue + mobile web revenue)If an app generates $300,000 and the mobile website generates $700,000 during the same period:
$300,000 / ($300,000 + $700,000) = 30%The app produces 30% of mobile revenue.
App Share of Total Ecommerce Revenue
This compares the app with every digital sales channel included in your reporting:
App share of total ecommerce revenue =
app revenue / total ecommerce revenueIf total ecommerce revenue is $1.5 million, the same $300,000 in app revenue represents:
$300,000 / $1,500,000 = 20%Both percentages are correct. They answer different questions.
Always label the denominator. A claim that an app drives “40% of revenue” is impossible to interpret without knowing whether it means mobile revenue, online revenue, direct-to-consumer revenue, or total company revenue.
Three MobiLoud Case Studies: 18% to 63% of Online Revenue
Tadashi Shoji, Kiokii, and Pharmazone make a useful group because they show how widely app revenue share can vary across real businesses.
| Brand | App share of online revenue | App share of mobile revenue | App audience signal |
|---|---|---|---|
| Tadashi Shoji | 18% | 30% | 10x more revenue per app user than per mobile web user |
| Kiokii | 35% | 43% | Around 10% of users generate 35% of online revenue; app ARPU is 6.7x higher |
| Pharmazone | 63% | Not disclosed | More than 70,000 active users; 15x more revenue per app user |
At the lower end, Tadashi Shoji generates 18% of online revenue through its app. Kiokii sits in the middle at 35%, while Pharmazone generates 63%. That isn’t a progression every brand should expect. It reflects three different businesses: luxury fashion, beauty and personal care, and pharmacy in an app-heavy Middle Eastern market.
The Kiokii result also shows why customer share and revenue share shouldn’t be treated as the same thing. Around 10% of its users account for 35% of online revenue through the app. Tadashi Shoji and Pharmazone don’t publish an equivalent customer-share percentage, but their revenue-per-user figures point in the same direction: app users generate 10x and 15x more revenue per user than mobile web users, respectively.
That doesn’t prove the app caused the entire difference. Customers who install are often more loyal and more likely to buy before they ever download it. However, it does explain how a relatively concentrated app audience can generate a much larger share of revenue.
Why a Small Traffic Share Can Produce a Large Revenue Share
Revenue depends on more than traffic volume.
At a simple level:
Revenue = sessions × conversion rate × average order valueFor a hypothetical example, assume a brand has 100,000 mobile shopping sessions in one month.
| Channel | Sessions | Conversion rate | AOV | Revenue |
|---|---|---|---|---|
| App | 10,000 | 5% | $90 | $45,000 |
| Mobile web | 90,000 | 2% | $80 | $144,000 |
The app has 10% of mobile traffic but almost 24% of mobile revenue.
$45,000 / ($45,000 + $144,000) = 23.8%The calculation doesn’t require most customers to adopt the app. It requires an active app audience that visits, converts, and spends at higher rates.
Poq’s 2026 report supports that mechanism. Across 21 same-brand comparisons, the median app conversion rate was 1.8 times the mobile web rate. Eighty percent of the measured brands also had higher average order values in-app, with a median lift of 9%.
Those results still combine experience effects with audience selection. The benchmark describes what happened in the channels, not how much of the difference the app alone caused. That is why revenue share and incremental revenue need to remain separate measures.
Revenue Share Is Not Incremental Revenue
If an app generates 30% of mobile revenue, it doesn’t follow that the app increased mobile revenue by 30%.
Some customers would have ordered through your website if the app didn’t exist. When they switch channels, app revenue rises and mobile web revenue falls, while total revenue may barely change.
Other customers may buy more after adoption because the app reduces friction, creates useful reminders, or makes loyalty more valuable. That portion is incremental.
Keep three measures separate:
| Measure | What it shows |
|---|---|
| App-attributed revenue | Orders completed in the app |
| App revenue share | App-attributed revenue as a percentage of a defined total |
| Incremental revenue | Estimated revenue above what would have happened without the app |
Revenue share is a useful channel mix metric. Incremental revenue is the stronger business-case metric.
How to Calculate Your App Revenue Share
Use a documented calculation that finance, ecommerce, and analytics teams can reproduce.
1. Set the Scope
Choose the brand, market, currency, sales channels, and period. Decide how you will handle tax, refunds, cancellations, gift cards, subscriptions, and store-assisted orders.
Use the same treatment for every channel.
2. Separate App and Mobile Web Correctly
Don’t rely only on a device category called “mobile.” Confirm that native app transactions carry a distinct source, platform, or order attribute.
Check whether checkout completion happens in a web view or external browser. Attribution can move an app-started journey into a web channel if tracking isn’t designed for it.
3. Reconcile With Commerce Records
Analytics tools can lose sessions or attribute orders differently. Reconcile app orders and net revenue with the ecommerce platform or finance system.
For example, if your app dashboard reports $52,000 but the corresponding Shopify or WooCommerce orders total $49,000 after refunds, check whether the dashboard includes refunded sales, tax, or shipping. You need a shared definition of revenue before either figure becomes a useful percentage.
Document any difference rather than forcing every system to match.
4. Report Both Denominators
Show app share of mobile revenue and app share of total ecommerce revenue together.
This prevents a mobile-heavy result from being presented as a whole-business result.
5. Add the Customer View
Channel share alone won’t tell you whether customers are spending more.
Add:
- Percentage of active customers using the app.
- Total spend per customer before and after adoption.
- Order frequency by app-adoption cohort.
- App-only, web-only, and cross-channel customer counts.
- Contribution margin and returns by channel.
That turns a channel mix report into a more useful view of customer behavior. Once the calculation is stable, targets should come from your adoption plan and customer economics rather than another brand’s headline.
Set Revenue Targets From Your Own Adoption Forecast
Don’t choose a target because another app reports 40% or 60% of mobile revenue.
Work backward from your addressable audience and operating plan. A useful target includes:
- The percentage of eligible customers you expect to activate.
- The percentage expected to remain monthly active.
- Their expected session or purchase frequency.
- A conservative conversion rate and average order value.
- The mobile web revenue they would likely generate without an app.
Our guide to estimating ecommerce app revenue walks through that forecast in detail.
Early in the channel’s life, adoption and retention may be more useful targets than revenue share. A brand can temporarily increase the percentage by moving loyal customers between channels without increasing their total value. Broader industry reports rarely resolve that problem because most don’t separate mobile web from app purchases.
Final Thoughts
Current public data suggests branded ecommerce apps can become meaningful revenue channels. Across the named examples in this guide, apps generate 18% to 63% of online or total revenue.
The useful lesson is that an app can contribute substantial sales without attracting most of your customers. The percentage that makes sense for your store will depend on who adopts it and how their behavior changes.
A report that separates mobile and total revenue share, then checks total customer spending and contribution, gives you a much clearer answer than a headline percentage on its own.
