On the 10th, global market intelligence firm SensorTower released its report on the '2026 Global E-commerce Landscape,' highlighting a significant increase in website traffic driven by seasonal shopping events. The last quarter of each year, particularly driven by Black Friday, Christmas, and end-of-year promotions, consistently unveils the highest web traffic, which surged by 9% year-over-year in visits and 21% in unique visitors during Q4 2025, setting new records in e-commerce.

Operationally, the mobile e-commerce sector is showing stability despite peaks in 2024 and 2025 in user size and usage time. SensorTower reports a consistent trend with a 26% growth in e-commerce app downloads particularly in Africa, demonstrating robust expansion opportunities in emerging markets. India is leading online web traffic with approximately 58 billion visits, marking a 28% increase year-over-year and showcasing a strong growth trajectory.

The dominance of comprehensive e-commerce applications is underscored by their 41% share of total global app downloads in Q1 2026, reinforcing their critical market position. In contrast, beauty e-commerce captured only 3.4% of downloads, emphasizing a potential area for growth. Moreover, the fashion sector witnessed remarkable traffic growth, increasing by 54% to 9.21 billion visits, while beauty e-commerce sites also reported impressive gains with a 60% increase in overall traffic and 74% in unique visitors year-over-year.

This rapid growth indicates a significant shift in consumer behavior where product discovery and purchasing decisions increasingly pivot around web-centric experiences. While download rates for beauty apps have seen a slight uptick, usage time has decreased by about 9%. This necessitates brands to enhance their official website engagements and optimize SEO along with social media-driven traffic to attract new customers and boost business growth.

Among various platforms, Temu secured the second position globally for mobile app and website user volume, demonstrating a 24% year-over-year growth in monthly active users, while Shein showed the fastest growth in web visitor counts with a remarkable 70% increase over the previous year.

Regionally, Nykaa leads in active users and website traffic globally, while Olive Young holds the top position in South Korea, dominating both monthly active users for mobile apps and site visits.

According to SensorTower data, Olive Young captured an overwhelming 66% of mobile app downloads and 78% of website visits within the South Korean beauty e-commerce sector from May 2025 to April 2026, indicating its influential market presence. As of March 2026, the integration of mobile and web users exceeded 13 million, with app-exclusive users accounting for 58.6%, while users engaging with both platforms stood at 12.9%, illustrating the brand's robust customer touchpoints through mobile-centric strategies.

Olive Young maintains a proactive promotional schedule every March, June, September, and early December along with expanded digital advertising efforts. Insights from SensorTower indicate that Instagram and X are primary advertising channels from January to April 2026, with a notable increase in X's advertising share compared to the previous year, signaling diversification in marketing channels to expand new user touchpoints.

By Q1 2026, women constituted 86% of Olive Young's mobile app users, with 66% aged between 18 and 34. X remains the most closely aligned social platform in terms of audience structure to Olive Young's core demographic, attracting a user base where 71% are women and 37% aged 18-24, thus ensuring high compatibility with the targeted consumer segment.