The rise of mobile shopping continues to be a trend this holiday season.
Adobe Analytics released its latest e-commerce data on Wednesday, noting that U.S. shoppers have spent a whopping $65.15 billion so far from Nov. 1 to Dec. 5, up 14.7 percent from last year. Adobe expects sales to hit a record $107.4 billion this holiday season, crossing the $100 billion mark for the first time.
Not only are people shopping more and more online, but they are increasingly using their smartphones to browse and make purchases. Smartphone shopping represents 40.3 percent of total e-commerce traffic thus far (8.5 percent came from tablets), and 22.3 percent of revenue (10.1 percent from tablets). Those stats are up from last year, while traffic from desktop is down.
Amazon, which is expected to spend a record $7 billion on shipping costs this holiday season, also reported data showing increasing traffic with mobile devices, noting that mobile app orders on Thanksgiving spiked 50 percent compared to Thanksgiving Day 2016.
“The big story this holiday season is in mobile shopping,” Mickey Mericle, vice president, Marketing and Customer Insights at Adobe, said in a statement last month. “Retailers know this is where the audience is now and are delivering better experiences. On both Thanksgiving and Black Friday, the gap between mobile traffic and revenue is closing. Shoppers looking for discounts are getting better at using smartphones to quickly close the deal, and we are seeing better mobile conversion this season at over ten percent growth.”
Adobe, which draws data from 80 percent of online transactions at the largest 100 U.S. web retailers, also noted that search stayed atop the marketing channel rankings for share of sales, followed by direct traffic, email, shopper helper sites, display, and social.