📈 E-commerce trends for holiday 2024
Adobe’s forecast covers Nov. 1 to Dec. 31, 2024, analyzing over 1T visits to U.S. retail sites and 100M products.
Paid search remains the top sales driver (28% share of online revenue).
Affiliate marketing, including influencers, is expected to grow by 7% to 10%.Social influencers convert shoppers 10x more than general social media content.
👩💻 Influence of social media on shopping
Affiliates and partners, like social media influencers, hold 17.2% of online revenue.
37% of GenZ shoppers make purchases based on influencer recommendations.
Social media overall accounts for 5% of retailer traffic, growing at 4% to 7%.Influencers are set to continue driving significant conversions this holiday season.
🤖 Generative AI’s rising role
Generative AI has doubled retail site traffic between Jan. 1 and Aug. 31, 2024.
Direct referrals via AI-powered chatbots are 8x higher than in 2023.
20% of shoppers use AI to find deals, 19% to locate specific products, and 15% for brand suggestions.
40% plan to use AI tools for holiday shopping, focusing on finding deals and personalized recommendations.
How will influencers and AI impact your holiday shopping?
