Purchasing apps face an increase in costs, while alternative channels go unnoticed

Electronic commerce applications are running with a wall. International shopping brands with huge budgets have flooded traditional advertising channels, which has raised acquisition costs to unsustainable levels throughout the digital market. With more than 300,000 advertisers that are expected to be active in 2025, Even Spanish teams with good resources have difficulties in achieving performance objectives in increasingly saturated markets.

However, a different approach is discreetly giving superior results to Spanish applications willing to explore beyond conventional wisdom.

Why electronic commerce applications are losing the cost of costs

Spanish consumers are developing a serious advertising fatigue on traditional platforms. The content sponsored in social networks is overlooked. Ads in search engines face growing blindness.

Meanwhile, international platforms with mass budgets continue to inflate the costs in Google and Meta. Spanish brands are excluded from their own market by prices.

The mobile OEM channel that Spanish brands are letting out

Mobile original equipment (OEM) manufacturers offer Spanish brands direct access to consumers through advertising on devices and pre -installation opportunities.

Unlike traditional advertising, which interrupts user activity, mobile OEM locations are naturally integrated into the patterns of device use. Spanish consumers find these promotions at organic moments, such as device configuration, applications discovery and interactions with the native interface.

And the opportunity is already huge. Avow scope calculator shows a total of 25.2 million monthly active users In the main brands of mobile equipment manufacturers in Spain, which represents near the 60 % of the mobile market:

• Samsung: 11.7 million monthly active users
• Xiaomi: 10.9 million monthly active users
• OPPO / OnePlus / Realme: 2.6 million monthly active users

Xiaomi has a significant market share among Spanish users, while the growing presence of OPPO creates an additional inventory. These channels access millions of Spanish users who cannot be reached through traditional platforms.

Fuente: Avow scope calculator – Mobile device manufacturers statistics in Spain, electronic commerce and retail sale, September 2025

How do purchasing applications access to the inventory of mobile devices access

PRECARGA CAMPAIGNS: Spanish consumers who activate new OEM devices find recommended applications during the initial configuration. This creates an immediate recognition of the brand before users establish patterns for the use of applications.

Visualization on the device: High quality native locations within mobile OEM interfaces reach Spanish users in times of great interest, without competing in saturated channels.

Push notifications: Notifications enabled by OEM offer purchasing applications a direct way of staying visible during seasonal peaks and promotional periods, which drives participation in the right times.

High season opportunities for electronic commerce applications

OEM mobile channels charge special relevance during purchase periods in Spain, when the costs of traditional platforms are triggered.

Spanish consumers actively seek offers and new purchase options during high seasons. OEM mobile promotional locations are aligned with this intention and, often, offer higher than traditional channels.

The main online purchase opportunities in Spain include:

• Black Friday (November 29, 2025): The day of the highest online shopping volume in Spain.
• Cyber ​​Monday (December 2, 2025): Exclusively online shopping event with digital promotions.
• Christmas purchases online (December 1-23, 2025): Hight period of gift purchases for electronic commerce.
• Online sales of the Magi (January 5-6, 2026): Digital purchases for the main gift holiday in Spain.
• Online sales (January 7-31, 2026): Winter sales with digital priority and exclusive online offers
• Valentine’s online (February 10-14, 2026): Increased electronic commerce of gifts and experiences

What prevents purchasing applications from trying the OEM?

Most Spanish marketing teams lack direct relationships with mobile OEM partners, which can be achieved quite easily and effectively through OEM specialists as AVOW. Unlike self -service advertising platforms, OEM inventory requires specialized associations and technical integration capabilities.

Purchasing applications also have difficulties with measurement and, often, resort to known platforms in which budgets and information frameworks have been established.

Real success story of electronic commerce in Spain

Spanish brands that prove mobile OEM strategies are achieving convincing results that demonstrate the efficacy of the channel for the behavior of local consumers.

Milanunciosthe leading advertisements platform in Spain, has recently achieved a 23 % reduction in the effective cost per acquisition, together with an intertrametral growth of 30 % in the number of users, thanks to strategic associations with manufacturers of mobile devices such as Xiaomi and Oppo through AVOW.

“The Association with Avow was fundamental to improve our user acquisition efforts,” explains Alex Piriz, director of Milanuncios growth marketing. Success demonstrates that Spanish consumers respond exceptionally well to the advertising approaches of mobile device manufacturers.

Advantage of being the first to adopt purchasing applications

The Spanish brands that adopt strategies of mobile device manufacturers now benefit from the advantages of being the first to do so, before the competition adopts it in a generalized way.

As the shopping season approaches, Spanish marketing professionals face an choice: continue to compete in the saturated traditional channels or explore alternatives that can offer a more solid performance at a more efficient cost.

The real question for Spanish marketing professionals is not whether mobile OEM channels work, since Milanuncios has already shown yes. The question is whether they will continue trapped in the same expensive environments or if they will meet with the Spanish buyers where they are already looking for.

This analysis draws conclusions from the Mobile OEM advertising manual for electronic commerce applications of Avow, in which the evolution of the sector is examined, the tactics of diversification of channels and practical cases proven of leading brands, including The successful Mobile Oem Campaigns of Milanuncios.