UK Ecommerce Mobile App Statistics and Benchmarks for 2026

Last updated: May 2026 | Reading time: 8 minutes

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This reference guide compiles the most commercially relevant UK ecommerce mobile app statistics for 2026 — conversion rates, push notification benchmarks, install costs, retention rates, and revenue contribution data.

UK mobile commerce context

• Mobile share of UK ecommerce: 65-72% of UK online retail traffic
• Mobile web conversion rate: 1.8-2.4% vs desktop 3.5-4.5%
• iOS vs Android in UK premium fashion: iOS accounts for 60-70% of traffic and 65-75% of revenue for premium brands (£100+ AOV)

App install benchmarks

• Meta App Install campaigns: £0.80-£2.50 CPI
• Google UAC: £1.00-£3.00 CPI
• Email list install rate: 8-18% within 4 weeks of a well-executed launch campaign
• Post-purchase redirect conversion: 15-25% of mobile purchasers
• Packaging insert conversion: 3-8% of recipients

Push notification benchmarks

Notification type	Open rate
Transactional (order/shipping)	85-95%
Back-in-stock (specific opt-in)	48-65%
Personalised (wishlist price drop)	28-40%
Segmented promotional	18-25%
Broad promotional (full list)	12-18%

Revenue per send formula: Recipients × Open rate × Purchase conversion × AOV

For 5,000 opted-in users, 20% open rate, 5% conversion, £95 AOV = £4,750 per send (£114,000/year at 2 sends/month)

App conversion benchmarks

• Native app conversion rate: 3.0-5.0%
• Mobile web conversion rate: 1.5-2.5%
• Checkout completion (add-to-cart to purchase):
  • Mobile web: 28-35%
  • Native app with Checkout Kit: 48-58%
• Average order value: App AOV is typically 10-25% higher than mobile web

Retention benchmarks

• Day-1 retention: 55-70% target
• Day-7 retention: 40-55% target
• Day-30 retention: 25-40% target (industry average: 22%)
• Day-90 retention: 15-30% for retail apps with active push programmes

Revenue contribution benchmarks (12 months post-launch)

• Brand with 10,000+ installs, active push programme: 15-30% of total Shopify revenue
• Brand with 3,000-5,000 installs, moderate push programme: 8-15% of total revenue

Year 1 ROI ranges:

• Fashion brands (£1M-£2M revenue): 200-400% ROI
• Jewellery brands (£750k-£1.5M): 150-300% ROI
• Beauty brands (£1M-£2M): 180-350% ROI

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Published by Talmee, a Manchester-based Shopify mobile app agency. We share benchmark data from our managed app portfolio with clients. From £1,999/month, no revenue share. talmee.com