Adobe Analytics reveals mobile shopping dominated the 2024 holiday season, accounting for 54.5% of transactions. The report highlights the growing influence of generative AI in streamlining shopping experiences. Electronics, apparel, and furniture/home goods remained top selling categories, while groceries and cosmetics showed strong year-over-year growth.
That’s according to Adobe, the software giant, which released online shopping data for the Nov. 1 to Dec. 31 period. Adobe indicated that its findings are based on analyzing more than 1 trillion visits to U.S. retail sites, 100 million stock keeping units and 18 product categories.
“The 2024 holiday season showed that e-commerce is being reshaped by a consumer who now prefers to transact on smaller screens and lean on generative AI-powered services to shop more efficiently,” Vivek Pandya, lead analyst, Adobe Digital Insights, said in a statement. “It presents opportunities for retailers to deliver new services and experiences that capture the attention of consumers, many of whom are now shopping online in different ways.
Adobe indicated that mobile shopping hit a new milestone, with 54.5 percent of the transactions taking place through a smartphone this season, up from 51.1 percent in 2023. “Mobile shopping was highest on Christmas Day 2024, driving 65 percent of, versus 63 percent on Christmas Day in 2023,” Adobe reported. Consumers continue to get more comfortable using their smartphones to shop and retailers continue to innovate online to make the shopping easier.
Adobe also reported that the strongest growth was observed in grocery and cosmetics . Sporting goods had $7.8 billion in sales online, up 7.4 percent, and toys had $8.2 billion in sales online, up 7.8 percent. Among the drivers of the holiday business online were strong discounts by retailers luring “increasingly price-sensitive” shoppers, Adobe indicated. The software firm also concluded from its data that for every 1 percent decrease in price, demand increased by 1.03 percent compared to the 2023 season. This drove an additional $2.25 billionThe online business was also spurred last holiday season by generative AI-powered chat bots getting shoppers to click on a link to a retail site, Adobe added.
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