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Online Shopping Soars in Early 2024: Insights from Adobe’s Data

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Adobe recently shared insights into online shopping trends for the first four months of 2024, analyzing over one trillion visits to US retail websites and 100 million product listings across 18 categories. Their data, collected through Adobe Analytics as part of Adobe Experience Cloud, highlights the growing importance of e-commerce.

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Despite economic uncertainties, online spending remained robust, with consumers shelling out $331.6 billion between January and April, marking a 7% increase from the previous year. This growth was fueled by steady purchases in electronics, apparel, and a surge in online grocery shopping.

Notably, cosmetics emerged as a rising category, with consumers spending $13.2 billion online in 2024 so far, showing an 8% increase from last year.

To adapt to rising prices, consumers have been opting for cheaper goods across various categories. Additionally, the popularity of Buy Now Pay Later (BNPL) services continued to grow, providing consumers with greater flexibility in managing their budgets.

Mobile shopping also saw a significant uptick, with mobile devices driving a substantial portion of online spending, expected to surpass desktop usage in the upcoming holiday season.

Retailers have been investing heavily in marketing channels like paid search and social media to drive sales, reflecting changing consumer behavior and preferences.

Despite concerns over inflation, online prices have been falling for over a year, contributing to increased consumer spending. Adobe’s insights offer a comprehensive view of the evolving landscape of online shopping, reflecting changing consumer habits and market dynamics.

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