As shopping season’s biggest events approach, most eCommerce app marketers and advertisers are making the same costly mistake: fighting for attention in the same overcrowded channels instead of meeting shoppers where intent is highest.

They’re fighting for the same expensive inventory while overlooking channels that could deliver better results at lower costs. With over 300,000 advertisers projected to be active in 2025, even well-resourced teams struggle to achieve performance goals in increasingly saturated markets.

Meanwhile, a completely different game is happening elsewhere.

The alternative opportunity

While brands compete in the same crowded channels, Android OEMs like Samsung, Xiaomi, Huawei, OPPO, Vivo, HONOR, and Transsion open seasonal promotional hubs.

Users enter these hubs actively hunting for deals and new shopping apps. This creates high-intent discovery moments that traditional platforms cannot replicate.

During Singles’ Day, Diwali, or Black Friday, Android OEM stores, otherwise known as alternative app stores, produce promotional hubs where conversion rates peak. Users aren’t passively scrolling through social feeds. They’re actively seeking offers, coupons, and new ways to shop.

The opportunity is massive. Samsung commands nearly 32% of the European market, while Xiaomi holds almost 14%. These alternative app stores serve hundreds of millions of users across Europe, Latin America, and Southeast Asia.

Three barriers keep brands away

Awareness

Many marketers assume alternative app stores only matter in China. In reality, they’re global, covering Europe, SEA, India, and LATAM.

Access

Unlike self-serve dashboards for Meta or Google, OEM inventory requires direct partnerships. Without that bridge, brands never see the opportunity.

Habit

User acquisition teams default to the “big three” because budgets and reporting frameworks are already set up there. Shifting spend into mobile OEMs feels like extra effort, even when returns are stronger.

The blind spot isn’t that Android OEM channels don’t work. Most brands simply aren’t set up to test them.

The preload advantage

Beyond seasonal hubs, Android OEM partners offer preload campaigns that traditional channels cannot match.

A preload puts your eCommerce app directly into a user’s device setup journey. When someone activates a new phone, your app appears on the “recommended apps” screen. If selected, it installs before they reach the home screen.

This delivers top-of-mind visibility and higher retention. Users adopt the app from day one of device use rather than discovering it through disruptive advertising later.

Beyond preloads

Native placements across Android OEMs include app store banners, category highlights, and folder placements. These put your app in front of shoppers at high-intent moments with steady scale and strong conversion rates.

Custom formats like splash ads, native banners, and folder placements let brands showcase seasonal offers directly within the device ecosystem.

For shopping seasons, splash ads and push notifications typically perform best. They provide immediate visibility and impact, making them especially effective for limited-time promotions like Black Friday or 11.11 sales.

Android OEMs also enable optimization for deeper metrics like customer retention rate and down-funnel performance rather than just install volume.

The window is open

Those who test Android OEM channels often find themselves in far less crowded competitive spaces with better ROAS and more loyal users.

The opportunity represents previously untapped inventory with attractive acquisition costs and strong down-funnel performance.

Shopping season timing makes this even more critical. While everyone competes in the same traditional channels, smart marketers are accessing high-intent users through promotional hubs specifically designed for deal discovery.

The upcoming shopping calendar presents multiple opportunities:

  • 10 Shopping Festival (October 10): Major Southeast Asian eCommerce event
  • Diwali (October 21, 2025): India’s biggest shopping season across all categories
  • Singles’ Day (November 11): China’s largest shopping event, expanding globally
  • Black Friday (November 29): Peak Western shopping day
  • Cyber Monday (December 1): Online shopping focus
  • 12 Shopping Festival (December 12): Major Asian eCommerce event
  • Holiday Season (December 15-31): Last-minute gift shopping surge
  • Chinese New Year (January 29, 2026): Massive shopping period across Asia

Each event triggers dedicated OEM promotional hubs where conversion rates consistently outperform traditional channels. The real question for marketers isn’t whether these moments matter, it’s whether you’ll continue relying on the same crowded channels, or meet shoppers where they’re already looking.

This article draws on findings from AVOW’s Mobile OEM Advertising Playbook for eCommerce Apps, which explores market shifts, diversification strategies, and success stories from leading brands.