Robert Wildner, Co-founder and CEO of AVOW, emphasizes that app developers and mobile marketers must adapt to emerging trends and new channels to stay competitive in 2025.

As 2024 demonstrated, success in mobile marketing demands constant adaptation. The rapid pace of change—from shifting user expectations to groundbreaking technological advancements—requires marketers to stay flexible and forward-thinking. In this dynamic environment, innovation isn’t just an advantage; it’s essential. Let’s dive into the trends shaping the future of mobile app marketing in 2025.

The DMA Will Continue Leveling the App Playing Field

In 2025, the Digital Markets Act (DMA) will continue to reshape the mobile advertising landscape across the UK and Europe. March 2025 marks its first anniversary, and its impact is already evident in creating a more open and innovative app ecosystem by challenging the dominance of major app stores.

This shift has enabled alternative app distribution channels, including those offered by mobile OEMs (Original Equipment Manufacturers) such as Samsung, Xiaomi, Huawei, OPPO, vivo, and Transsion. These mobile OEMs provide direct access to untapped audiences through proprietary app stores and targeted ad placements. In this evolving ecosystem, partnerships with mobile OEMs have become critical, allowing brands to bypass traditional app store restrictions and develop highly customized, effective user acquisition strategies.

App Distribution and Alternative App Stores Take Center Stage

App developers and marketers are increasingly moving beyond traditional platforms like Google Play and Apple’s App Store. Alternative app stores operated by mobile OEMs—such as Samsung Galaxy Store, Huawei AppGallery, and Xiaomi GetApps—are opening new opportunities for app growth and discovery. Regulatory frameworks like the DMA are driving this shift, making alternative channels more mainstream.

With advancements in regulatory support, cost efficiency, ease of management, native advertising integration, and access to vast untapped audiences, 2025 is the perfect time to embrace these alternative app stores. Unified dashboards for managing multiple app stores, as offered by KYLN, are lowering entry barriers, enabling apps to diversify and expand their presence like never before. As the experts in the field, we at AVOW help brands navigate alternative channels, driving user acquisition and growth.

Q-Commerce Moving Beyond Speed, Emphasizing Strategy and Alternative Mobile Channels

Quick commerce (Q-commerce) is transforming retail with ultra-fast delivery of groceries and essentials in minutes. In Europe, the market is projected to reach $20 billion by 2025 (Source: Statista), with platforms like Uber Eats, Just Eat, Flink, Tesco Whoosh, Carrefour Flash, Ocado Zoom, and Deliveroo leading the charge. Deliveroo has expanded its offerings to include rapid grocery delivery, while Amazon Fresh continues to meet demand in major European capitals. Regional players also play a significant role, enhancing local reach and competition.

As the market evolves in 2025, Q-commerce brands must prioritize more than just speed. Emphasizing alternative mobile channels, developing localized marketing strategies, and integrating user-friendly innovations will be essential for retaining customer loyalty. Balancing efficiency, cost-effectiveness, and sustainability will be key to thriving in this increasingly competitive and environmentally-conscious landscape.

In-App E-Commerce Integrating Shopping into Social Media Experiences

In-app e-commerce is poised to revolutionize how consumers shop online by eliminating traditional friction points in the customer journey. Brands are integrating shopping experiences directly within social media platforms and e-commerce apps, making it easier for users to browse, engage, and make purchases within the app ecosystem.

This seamless integration significantly boosts conversion rates. Platforms like Instagram and Pinterest have embraced this shift, evolving into hybrid marketplaces where users can discover products through ads or influencer recommendations and complete purchases without leaving the app. But also, mobile OEMs are also picking up on this trend by offering e-commerce clients multiple touchpoints within the mobile phone launcher environment to seamlessly engage with their audience (e.g., dynamic product ads).

Thrive in 2025 by Adding Mobile OEMs and Alternative App Stores to Your Marketing Mix

For any app looking to stay competitive, staying ahead of the curve is essential. Just like in chess, looking ahead, planning, and anticipating moves are the cornerstones of success. The future is bright for app marketers willing to adapt and evolve with the industry. By focusing on critical trends like embracing in-app e-commerce, leveraging alternative mobile channels, and maintaining a balance between speed, strategy, and sustainability, marketers can ensure their apps thrive in 2025 and beyond.

Incorporating mobile OEM advertising and alternative app stores into your marketing mix is crucial. The Digital Markets Act is opening up new opportunities by challenging major app store dominance, while OEMs like Samsung, Huawei, and Xiaomi provide access to untapped audiences. Partnering with a mobile OEM advertising specialist like AVOW helps you bypass app store restrictions, target users more effectively, and expand your app’s presence across multiple platforms.