What are Android OEM stores?
Android OEM stores are official app distribution platforms developed and maintained by original equipment manufacturers (OEMs) such as Samsung (Samsung Galaxy Stores), Xiaomi (Xiami GetApps), OPPO, Huawei (Huawei AppGallery), and vivo (V-Appstore). Unlike Google Play, which serves as the default marketplace for Android devices, OEM app stores come pre-installed on smartphones and offer users a direct, trusted environment to discover, download, and update applications. These stores are tightly integrated with the device’s operating system, giving them a unique position in the app ecosystem.
Why are Android OEM stores important?
For mobile marketers and developers, Android OEM stores open doors to markets and audiences that are often underexplored. Many regions, particularly in Asia, view OEM stores as a primary channel for app discovery, with some devices limiting or even excluding access to Google Play. It creates a massive opportunity for brands to expand reach, drive installs, and acquire high-quality users.
Beyond reach, OEM stores offer benefits such as lower competition compared to saturated marketplaces and enhanced credibility since apps are listed within a trusted, pre-installed ecosystem. For users, these stores also provide local payment options, device-specific recommendations, and a more personalized browsing experience.
Understanding their role in the mobile ecosystem
Android OEM stores act as a bridge between developers and diverse user bases across different geographies. In markets like China, where Google Play is restricted, OEM stores dominate app distribution entirely. Even in regions where Google Play is present, OEM stores thrive by tailoring content, offering regional promotions, and optimizing recommendations for specific device users.
For developers, this means not only broader visibility but also the opportunity to leverage analytics, promotional placements, and partnerships offered by OEMs. Marketers, in turn, can leverage these stores to run targeted campaigns, often with better conversion rates due to reduced competition and increased relevance.
Key factors driving growth
Several factors explain the rising importance of Android OEM stores:
- Device penetration: Leading OEMs ship millions of devices worldwide, ensuring their app stores come preloaded and widely used.
- Regional relevance: Customization for local languages, payment systems, and promotions makes them more accessible to diverse user bases.
- Trust and credibility: Apps downloaded through OEM stores often benefit from higher user trust, as these platforms are tied directly to the smartphone brand.
- Alternative discovery channel: As app discovery on mainstream platforms becomes increasingly competitive, OEM stores offer a fresh route to visibility.
How marketers can leverage Android OEM stores
To succeed in OEM stores, marketers should focus on localization, ensuring app descriptions, visuals, and payment integrations resonate with local audiences. Building relationships with OEMs for promotional placements and featuring in-store events can further boost visibility. Equally, optimizing app store listings with strong creatives and keyword strategies ensures that apps stand out in this growing channel.