What's a Good Push Notification Opt-In Rate for Ecommerce Apps in 2026?

A good push notification opt-in rate for e-commerce apps in 2026 is around 75% on Android and just over 52% on iOS, according to Pushwoosh's benchmark study covering more than 600 apps across 20+ industries between Q4 2024 and Q2 2025. That puts e-commerce roughly in line with the all-industry Android average and modestly below the all-industry iOS average of 56.36%.

Why Android and iOS Numbers Diverge So Much

The gap between platforms comes down to permission models rather than user interest. Android has historically defaulted more users into notifications being enabled, while iOS requires an explicit, one-time permission prompt that a user can dismiss without a second chance unless they change it manually in Settings later. That structural difference is why almost every app category in the Pushwoosh dataset shows a meaningfully higher Android opt-in rate than iOS, independent of how good the app's own prompt design is.

How Ecommerce Compares to Other App Categories

Fintech apps lead every category in the study, reaching 69.64% opt-in on iOS — likely because users installing a finance app already expect and want account and security alerts. Hypercasual games sit at the opposite end at 23.01% on iOS, the lowest of any category tracked, since a casual game rarely gives a user a reason to want ongoing notifications. E-commerce's iOS rate of roughly 52% lands well above gaming but clearly below fintech, consistent with shoppers seeing some value in order and shipping updates but not treating the app as essential communication.

• Fintech: 69.64% iOS opt-in — the highest tracked category
• Ecommerce: ~52% iOS opt-in, ~75.28% Android opt-in
• News: below the all-industry average on both platforms
• Hypercasual games: 23.01% iOS opt-in — the lowest tracked category

What Actually Moves the Number

Within e-commerce specifically, when and how the app asks for permission matters more than the app's category. Prompting immediately on first open, before a user has done anything of value, consistently produces lower opt-in than waiting until after a value-demonstrating moment — completing a purchase, tracking an order, or saving an item to a wishlist — when the user already has a concrete reason to want updates.

A soft pre-permission screen that explains the value of order and shipping alerts before triggering the native OS prompt is another common lever, since a declined native iOS prompt generally can't be re-triggered without the user manually re-enabling notifications in device settings — making that first ask effectively a one-shot opportunity worth timing carefully rather than defaulting to app-open.

Bottom Line

Treat 50%+ iOS and 70%+ Android as a solid push opt-in benchmark for an e-commerce app in 2026, and if your numbers sit well below that, test moving the permission prompt to after a purchase or order-tracking moment before assuming the gap is about your notification content.

Sources: Pushwoosh Benchmarks Study, covering 600+ apps across 20+ industries and Q4 2024-Q2 2025 send data.