Online holiday spending grew to a record $241.4 billion

Online holiday shopping reached a record $241.4 billion during the 2024 season. That was fueled in part by AI-powered generative chatbots that increased traffic to e-commerce sites, according to Adobe Analytics.

Online spending between November 1 and December 31 increased nearly 9% year-on-year, according to the latest figures from Adobe Analytics. For 15 days during the shopping period, spending reached more than $ 4 billion in one day, from 11 days in 2023.

For its analysis on US e-commerce, Adobe analyzes online business transactions, covering more than 1 trillion visits to US retail sites, 100 million SKUs and 18 product categories.

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As part of its analysis, Adobe also found that traffic to sales sites AI-powered generative chatbotswhen buyers click on a link to a sales site, it increased by 1,300% compared to the year before. On Cyber ​​Monday, traffic increased 1,950% year over year due to these chatbots.

Online spending between November 1 and December 31 increased nearly 9% year-on-year, according to the latest figures from Adobe Analytics. (Xavi Lopez/SOPA Images/LightRocket via Getty Images/Getty Images)

This data underlines the value that such bots play as shopping assistants, according to Adobe.

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In a recent Adobe survey of 5,000 US consumers, 70% of respondents who used generative AI for shopping said it enhanced their experience. About 20% of respondents turn to such technology to find the best offers, according to the data. Just under 20% use it to find specific items online and 15% use it for brand recommendations.

Adobe also found that shoppers are relying on mobile devices to shop more than ever, with smartphones driving more than 54% of online purchases. Almost 80% of buy now, pay later transactions were done through a smartphone.

Adobe found that shoppers are relying on mobile devices to shop more than ever, with smartphones driving more than 54% of online purchases. (Jakub Porzycki/NurPhoto via Getty Images/Getty Images)

Adobe Digital Insights principal analyst Vivek Pandya said the season showed that “e-commerce has been reshaped by a consumer who now prefers transactions on smaller screens and relies on generative services powered by AI to shop more efficiently.”

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Retailers also provide “new services and experiences that capture the attention of consumers, many of whom are now online shopping in different waysPandya said.