Mobile shopping has continued to be a dominant force for consumers - with it quickly taking over for shoppers who research, compare prices and share their selections online, all in one place. During the beginning of 2024, mobile spending has seen growth enough to rival desktop shopping. Adobe Analytics, which analysed commerce transactions online covering one trillion visits to U.S. retail sites and 100 million stock keeping units across 18 product categories, predicts a tipping point to come in the upcoming months.

Into 2025, Adobe forecasts that mobile commerce will quickly surpass desktop spending in the months outside of holiday spending. Consumer sentiment has shifted to demanding speedier and more convenient transactions and has been a major force in the uptick in mobile checkouts. This upcoming 2024 holiday season, Adobe predicts that 53% of online sales will be driven by mobile devices. Another major driving force has been the uptick in promotional events with mobile spending surpassing desktop spending during major shopping events such as Amazon’s Prime Day, Fourth of July and Memorial Day sales.

The rise in mobile spending has strengthened the increase of e-commerce categories such as groceries and personal growth including cosmetics. Adobe Analytics reports 77% of online sales on mobile devices in July 2024 and growth in cosmetics resulting in $22.6bn, an increase of nearly 8% year-over-year. Apparel has also seen mobile spending as a domineering force, with nearly 61% share of mobile spending in July 2024.