Similarweb published a State of ecommerce 2025 report, here's what I found interesting:

• Ecommerce app sessions grew way more than website sessions (p.12), especially in fashion/apparel (p. 29-30) and consumer electronics (p. 40)

◦ as a personal anecdote I've started using merchant apps to shop online over the past year for brands I repeat buy (especially when I have an account/loyalty points etc) because on my phone it's better UX than the website

• AI referral traffic to retailers is still small overall but growing rapidly
• It doesn't cover B2B, and only covers 5 verticals:

◦ Marketplaces (Amazon, Temu, etc)

◦ Beauty

◦ Fashion

◦ Consumer electronics

◦ Home & garden