Indonesia records 67% growth in Android app marketing spend: AppsFlyer

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In a year marked by shifting global priorities and tariff-driven tension, Indonesia has quietly emerged as a high-impact market for mobile commerce, particularly in user acquisition (UA) spend, according to AppsFlyer's 2025 State of eCommerce App Marketing report.

The archipelago posted a 43% year-on-year jump in Android UA spend in November 2024, followed by a 67% growth from January to May 2025. It's a sign that marketers are doubling down on cost-efficient markets with scale, even as Western economies fluctuate and high-stakes tariff battles reroute budgets once destined for the US.

Yet it's not just Android's scale that's catching eyes. iOS users in Indonesia are outperforming global averages in loyalty metrics by a significant margin. Loyalty conversion rates were 70% above the global benchmark, a signal that premium users in an Android-dominant nation are quietly generating long-term value.

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This comes amid a significant shift in global growth strategy. China-based eCommerce apps - now driving 85% of global iOS UA spend - are pulling back from the US and redirecting budgets toward Western Europe. The data points are sharp: iOS UA spend in Germany rose 170% year-on-year between January and May 2025, while France saw it more than double.

"This reallocation signals a broader transformation in mobile growth, shaped by tariff uncertainty, regional platform dynamics, and increasing reliance on loyalty-focused remarketing," said Sue Azari, industry lead for eCommerce at AppsFlyer.

Indonesia's digital retail ecosystem appears to be benefiting from both sides of the coin: Android delivering high-volume acquisition at competitive cost, while iOS users drive repeat purchases and re-engagement metrics that rival mature markets. The country's dual-platform performance positions it as an ideal testbed for balancing growth efficiency with long-term value creation.

Globally, eCommerce UA budgets hit US$4.6 billion in the period studied, with remarketing spend outpacing UA by a factor of 3.5.

Meanwhile, fraud remains a persistent threat, with Android exposure ticking up slightly to 10.5% in 2025. However, Indonesia has managed to stay off the list of fraud hotspots - a strategic plus for brands investing heavily in paid installs and web-to-app flows.

Overall, the Indonesian market reflects a broader pivot in mobile marketing: regionally tuned, value-focused, and loyalty-led. As Western volatility drives global brands to explore new frontiers, the country's mix of scale and stickiness is fast becoming indispensable.

"With the possibility of regulatory or geopolitical shifts ahead, marketers must be ready to adapt quickly. Brands are now making real-time decisions about where to invest based on regulatory environments, user lifetime value, and competitive positioning across multiple continents," Azari added.

AppsFlyer's 2025 State of eCommerce App Marketing report draws on anonymised data from 1,600 eCommerce apps - excluding marketplaces and grocery platforms - with a minimum of 3,000 monthly installs per country. The study tracks 3.1 billion paid installs and 26 billion remarketing conversions across the period from October 2023 to May 2025.

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