India, Sept. 27 -- India's e-commerce market is picking up shoppers faster than almost anywhere else. Installs are up, people are opening shopping apps more often, and quick commerce has added a fresh layer of momentum on top of that.

But there's a less flattering number sitting just underneath all that growth.

Day 30 retention for Android shopping apps in India dropped 41% between Q4 2025 and Q2 2026, after holding fairly steady through all of 2025. That's according to AppsFlyer's State of eCommerce for Marketers in India - 2026 Edition.

The drop happened in the same two quarters where remarketing spend fell 42% - even as money spent on acquiring new users went up 10%.

Which raises a fairly blunt question for India's e-commerce compa...