Online Shopping Statistics in 2026 : Growth & Key Players

Get a data-driven overview of the 2026 e-commerce market. Analyze global growth projections, Amazon’s market dominance, and key regional dynamics.

Online Shopping Statistics & Trends: How We Shop in 2026

What was once a simple convenience has exploded into a global economic force. The worldwide e-commerce market is valued at a staggering $6.42 trillion in 2024 alone [24]. 

Yet, beneath this colossal figure lies a fascinating paradox. For every ten shoppers who fill a digital cart, seven will walk away without buying. This results in a global cart abandonment rate of 70.19%, costing retailers billions in lost sales [120]. The digital storefront is no longer just a website; it is a social media feed, a live-streamed event, or a conversation with an AI assistant.

The data tells a story far more complex than just growth. It reveals the precise behaviors, hidden frictions, and powerful motivations that are actively reshaping the future of commerce itself.

The Global E-Commerce Landscape: Market Size and Growth Trajectory

Digital transactions are no longer just a convenience; they are a primary engine of the global retail economy. This landscape is defined by a colossal financial footprint and an ever-expanding user base, signaling a market that is simultaneously maturing and discovering new frontiers for growth.

Market Valuation and Projections

In 2024, the global e-commerce market is valued between a staggering $6.01 trillion [24] and $6.42 trillion [40], depending on the analytical methodology. This valuation shows the market has transitioned from its explosive pandemic-era surge into a new phase of powerful, sustained expansion.

What does the future hold? Projections show a clear upward trajectory, with the market expected to reach between $7.9 trillion [24] and $8.9 trillion [31] by 2028. This growth is driven by a robust compound annual growth rate (CAGR) of 6.9% [24] to 9.49% [81], a rate that continues to significantly outpace traditional retail.

E-Commerce’s Share of Total Retail

Online sales are capturing an ever-larger slice of the total retail pie. In 2024, e-commerce represents 20.1% [33] of all retail spending, a notable increase from 19.4% [123] in 2023. This climb is set to continue, with forecasts showing online channels will command nearly a quarter (23.9%) [12] of all retail sales by 2030. 

The remarkable 72.7% surge in online sales during 2020 was not a temporary spike but a fundamental market acceleration, advancing digital adoption by an estimated five to ten years.

The Global Online Shopper Population

But who is behind these trillions of dollars? A massive and growing global population of digital consumers.

In 2024, the world is home to 2.71 billion online shoppers [59], which is roughly one-third [40] of all people on the planet. This population is projected to quickly expand to 2.77 billion people by the end of 2025 [59].

Looking further ahead, the digital shopper base is forecast to swell to 3.9 billion by 2029 [40]. This figure underscores the immense growth potential still waiting to be unlocked in emerging markets.

Regional E-Commerce Dynamics: A Tale of Mature and Emerging Markets

Beneath the staggering global e-commerce numbers lies a more complex reality. The world of online retail is not growing uniformly; instead, it’s a tale of two markets. On one side are the high-spending, established giants, and on the other are the high-growth, emerging powerhouses.

The Powerhouses: China and the United States

Two nations, China and the United States, operate on a scale that fundamentally shapes the entire global market. Their dominance is best understood when viewed side-by-side.

MetricChinaUnited States
Annual Revenue$2.14 trillion [139]$1.137 trillion [48]
Online Shoppers904 million [117]274 million [114]
Population PenetrationN/A81% to 92% [48][19]
Annual Per Capita SpendN/A$3,370 [122]

China’s market is so dominant that it fundamentally reshapes global statistics. Without China, e-commerce would represent just 12.8% of worldwide retail; with it, the figure skyrockets to over 20% [139].

Meanwhile, the U.S. market is defined by its extraordinary purchasing power. The average American online shopper spends $3,370 annually, a figure more than five times higher than the $657 per capita spending seen across Asia [122].

Europe’s Established Markets

Across the Atlantic, Europe stands as a continent of mature and highly active online economies. The United Kingdom leads the charge, not only as Europe’s largest e-commerce market but also as the third-largest in the entire world.

Online shopping is deeply embedded in European life, with approximately 80% of EU residents having made online purchases [28]. The business-to-business sector is equally robust, with projections showing European B2B e-commerce will reach $1.8 trillion by 2025 [82]. A few key platforms dominate the continent’s online traffic:

  • Amazon: 1.2 billion monthly visitors [14]
  • eBay: 474 million monthly visitors [14]
  • Allegro (Poland): 289 million monthly visitors [14]

Payment preferences are also evolving rapidly. In the UK, for instance, digital wallets now account for 32% of all online payments [3].

The Epicenters of Growth

While mature markets boast enormous value, the most explosive growth is happening elsewhere. Where is the future of e-commerce being forged? Look to Southeast Asia and Latin America. These regions are home to the world’s fastest-expanding online markets, posting staggering annual growth rates:

  • Philippines: 23% growth [113]
  • Thailand: 20% growth [113]
  • India: 18% growth [113]
  • Malaysia: 17.8% growth [113]

This rapid expansion is driven by a surge of new digital shoppers. The contrast with established markets is stark, as growth in the online shopper population tells the story:

  • Middle East & Africa: 5.2% growth [48]
  • Latin America: 4.6% growth [48]
  • North America: 2.1% growth [48]
  • Western Europe: 1.1% growth [48]

The Titans of E-Commerce: Platform Dominance and Market Share

While e-commerce appears to be a vast and open digital landscape, its power is overwhelmingly concentrated. A select few titans don’t just compete in this market; they command its direction, setting the terms for billions of shoppers and millions of smaller businesses.

Global Market Leaders

A look at market capitalization reveals a staggering power imbalance among the world’s top e-commerce players. 

According to Statista, Amazon’s valuation has soared to an astronomical $2.215 trillion [111]. This figure is so immense that it surpasses the combined value of its next several largest competitors. The financial gap between Amazon and the rest of the field is a chasm.

CompanyMarket Capitalization
Amazon$2.215 trillion [111]
Alibaba$206 billion [111]
Shopify$146 billion [111]
Pinduoduo$137 billion [111]

Amazon’s Unrivaled Position

In Western markets, Amazon’s influence is not just leading; it is utterly dominant. The company captures a massive 37.6% of all e-commerce market share in the United States [115]. 

This is nearly six times greater than its closest competitor, Walmart, which holds just 6.4% of the market [115]. But its power extends far beyond sales figures, as it has fundamentally altered consumer behavior.

A remarkable 51% of all online product searches now begin directly on Amazon, bypassing traditional search engines like Google entirely [75]. This deep-rooted consumer habit is only strengthening, with projections showing Amazon’s annual online sales will exceed $1.2 trillion by 2027 [91], likely surpassing Alibaba.

This reliance is just as strong across the Atlantic. In the UK, an incredible 93% of shoppers report having purchased from Amazon in the past year, cementing its status as the default online retailer.

Decoding the Digital Shopper: Behavior, Preferences, and Demographics

What truly drives the multi-trillion-dollar e-commerce engine? The answer lies in the billions of individual choices made every day. By understanding the people behind the clicks, we can uncover the human story shaping the future of retail.

Generational Shopping Habits

Age is a powerful predictor of online shopping behavior, with each generation carving out its own digital footprint. Younger shoppers are not just participating; they are actively shaping the future of digital retail.

Gen Z and Millennials are two to three times more likely than older generations to embrace emerging technologies like social commerce and virtual try-ons [33]. An astonishing 96% of Gen Z consumers make at least one online purchase every month, showing just how integral digital commerce is to their daily lives [101].

This generation also champions sustainability, with 42% of Gen Z shoppers participating in secondhand e-commerce [100]. In contrast, Baby Boomers rely on more established platforms, as 61% begin their product searches directly on Amazon, the highest of any generation [40].

Gender-Based Shopping Patterns

Significant differences in online shopping habits also emerge between men and women, from average spending to core priorities. Data reveals men tend to spend more per transaction, averaging $220 compared to $151 for women [48].

A 2024 Hostinger study further highlights how their primary concerns and device preferences diverge [40].

Shopping Behavior or PriorityMenWomen
Concern over high shipping costs59%41%
Emphasis on product quality42%58%
Preference for mobile shopping63%75%

The Customer Journey and Key Priorities

The path from discovery to purchase has become a fluid dance between the digital and physical worlds. While nearly half of all shopping journeys (48.8%) start on a major retailer’s site like Amazon [40], the impact of online research goes much further.

An incredible 83% of consumers now conduct online research before visiting a physical store, effectively merging their online and offline experiences [21]. When they decide to buy online, their expectations are crystal clear. According to a 2024 Hostinger study, the top three priorities for online shoppers are [40]:

  • Fast and reliable shipping (58%)
  • Secure payment methods (48%)
  • Competitive pricing (46.8%)

Top-Selling Product Categories

While the digital marketplace is immense, consumer spending is heavily focused on a few key sectors. Globally, Electronics is the most profitable category, generating over $920 billion in annual revenue [76].

Fashion is a close second, with sales surpassing $750 billion annually [76]. In the United States, clothing is the most frequently purchased category, with 43% of shoppers buying apparel online [83].

However, a recent Hostinger study reveals a powerful trend: everyday essentials are now driving purchase frequency. Over the last six months, the items bought by the highest percentage of shoppers were Personal Care Items (65.6%) and Groceries (65.2%), signaling a fundamental shift in how people fulfill their routine needs [40].

The Mobile and Social Commerce Revolution

Forget the desktop. The modern digital storefront now lives in the palm of your hand and inside the social media feeds you scroll through every day. This fundamental shift has completely reshaped the path from product discovery to final purchase.

M-Commerce: The Default Shopping Channel

Mobile commerce, or m-commerce, is no longer just a growing trend; it has become the primary way people shop online. The data paints a clear picture of its dominance.

In 2024, mobile devices are the undisputed engine of e-commerce, driving an overwhelming 77% of all retail site traffic [124] and accounting for 68% of all online orders [124]. 

The financial scale of this shift is staggering, with the global m-commerce market valued between $2.2 trillion [40] and $4.089 trillion [48]. This market is projected to command nearly 88% of all e-commerce sales by 2027 [37].

For retailers, one statistic reveals a critical path to success: native apps convert customers at a rate 157% higher than mobile websites [54]. This demonstrates a clear consumer demand for optimized, app-based shopping experiences.

Social Commerce: The New Digital Mall

As mobile reshapes how people shop, social media is redefining where they shop. Transactions are increasingly happening directly within social platforms, fueling the explosive growth of social commerce.

This sector is on a remarkable trajectory. What was a $1.2 trillion market in 2023 is expanding at a blistering 30.7% annual rate [40] and is expected to become an $8.5 trillion industry by 2030 [33]. Certain platforms have emerged as clear leaders in this new digital mall:

  • Facebook remains the most popular platform for completing a purchase, used by 51% of all social shoppers [33].
  • TikTok’s influence on purchasing decisions is undeniable, with an incredible 71.2% of its users having bought a product after seeing it on their feed [72].

The Power of Influencer Marketing

Influencer marketing is the engine driving much of the social commerce boom, establishing a powerful channel built on authenticity and trust. The impact on consumer behavior is significant.

Nearly half of all purchases (49%) are now impacted by recommendations from influencers [33], a testament to their persuasive power. This effectiveness is rooted in genuine consumer confidence.

Studies show that 61% of consumers trust the recommendations they receive from influencers [40]. This trust creates a stark generational divide, with an incredible 70% of teenagers reporting that they trust influencers more than traditional celebrities [33]. This shift cements the channel’s vital importance for the future of retail marketing.

The E-Commerce Funnel: From Cart to Conversion

The path from product discovery to purchase is where billions in revenue are won or lost. Every click, scroll, and decision point matters. Statistical analysis of the e-commerce funnel reveals the critical friction points that cause shoppers to leave, and the non-negotiable factors that convince them to click “buy.”

The Challenge of Shopping Cart Abandonment

What if seven out of every ten customers who walked into your store left their full shopping cart behind? That is the reality in e-commerce, where the global cart abandonment rate sits at a staggering 70.19% [120]. This single issue costs retailers an estimated $18 billion in lost sales every year [8].

The primary culprit is surprise costs at checkout. A full 48% of all abandoned carts are due to unexpected fees like shipping and taxes [129]. The problem is even worse on mobile devices, where the abandonment rate skyrockets to 84%, signaling that a poor mobile checkout experience remains a massive obstacle [93].

The Evolution of Digital Payments

How people pay online is changing dramatically, and retailers must keep pace. Digital wallets like Apple Pay and Google Pay are no longer just an option; they are the new standard.

These wallets now drive between 49% and 50% of all global e-commerce transactions [30]. This trend shows no signs of slowing, with projections showing they will handle 61% of online payments by 2026 [40]. At the same time, other payment innovations are proving their value.

  • Buy Now, Pay Later (BNPL): These services are now used in 5% of all transactions [80].
  • Increased Order Value: One study found that offering BNPL can boost a store’s average order value by over 16%, turning smaller purchases into larger ones [105].

Shipping and Delivery: The Final Frontier

For today’s digital shopper, the sale isn’t final until the package arrives safely. A 2024 Hostinger study confirms that fast and reliable shipping is the top priority for 58% of consumers, making it a crucial battleground for customer loyalty [40].

The promise of “free shipping” remains one of the most powerful conversion tools available. Shoppers will spend an average of 30% more per order just to avoid paying for delivery [40]. But the cost of failure is immense. An incredible 69% of consumers state they will not shop with a retailer again if a delivery is more than two days late [79].

The Critical Role of Online Reviews

In the digital marketplace, trust is the ultimate currency, and online reviews are how it’s earned. According to Pew Research, 82% of U.S. adults consult reviews when buying something for the first time [65].

Other data shows the behavior is even more widespread, with 93% of shoppers reading reviews before making any purchase [48]. Shoppers are also digging deep for validation, as 54.7% read at least four reviews before buying [40].

Perhaps the most revealing insight is that 97% of shoppers actively look for a store’s responses to reviews [40]. This shows customers aren’t just looking for a good product; they are looking for an engaged and trustworthy brand.

The Future of Online Retail: Technology and Innovation

The very fabric of online shopping is being rewoven by a new generation of technology. These tools are creating more intelligent, immersive, and convenient experiences for customers.

Innovations like AI that anticipate our needs and interfaces that merge the digital with the physical are no longer futuristic concepts. They are rapidly becoming central to the modern retail playbook.

AI-Powered Personalization

Shoppers have made their expectations clear, but a major gap in execution remains. An overwhelming 69% of consumers are more likely to buy from brands that offer personalized experiences [16].

Yet, only about 28% of leading retailers have actually integrated the AI needed to provide this level of service [50]. This disconnect represents a powerful opportunity for businesses ready to invest. According to McKinsey, the rewards for effective personalization are substantial [51]:

  • Revenue Increase: 5-15%
  • Marketing ROI Boost: 10-30%

Augmented Reality (AR) and Voice Commerce

How we browse and buy is also being transformed by augmented reality and voice commerce. AR is bridging the critical gap between online browsing and real-world applications. In fact, over 50% of users report that AR influenced a purchase by helping them visualize products in their own homes or on themselves [10].

Simultaneously, voice commerce is witnessing an explosive surge in popularity. The market expanded by a staggering 400% between 2021 and 2023 alone [9], putting it on a trajectory to become a market valued at over $30 billion [40].

This technology is already deeply integrated into the shopping journey. A remarkable 51% of mobile shoppers now use voice assistants for product research, making it a key part of the crucial discovery phase [56].

Peak Shopping: Analyzing Major E-Commerce Events

While online shopping is a daily habit for billions, a handful of blockbuster shopping events unleash a tidal wave of consumer spending. These concentrated periods act as powerful barometers of consumer confidence and the overall health of the retail industry.

Cyber Week Performance

The five-day sprint from Thanksgiving to Cyber Monday marks the most intense shopping period in the United States. In 2023, the event set a blistering pace for online spending.

  • Black Friday 2023: Shoppers spent $9.8 billion online [19].
  • Cyber Monday 2023: Sales soared to a record-setting $12.4 billion [33].

This incredible momentum shows no signs of slowing. The 2024 Black Friday event shattered previous records, pulling in a new high of $10.8 billion in online sales [33].

Prime Day and Singles’ Day

Platform-specific sales events now generate revenue that rivals, and often surpasses, traditional holidays. Amazon’s Prime Day has become a global force, with its Summer 2025 event generating a staggering $24.1 billion over just three days [34]. This figure completely dwarfed the $12.7 billion in global sales from the 2023 event [45].

However, the world’s largest single shopping event remains Alibaba’s Singles’ Day in China. The 2021 event recorded an unbelievable $84.5 billion in gross merchandise volume [110]. This single-day total offers a stunning perspective on the immense scale of China’s consumer market.

Frequently Asked Questions

How many people shop online globally?

As of 2024, a staggering 2.71 billion people shop online across the globe [59]. This massive digital marketplace now includes roughly one-third of the entire world’s population [40].

What is the biggest reason shoppers abandon their carts?

The primary culprit for cart abandonment is sticker shock at checkout. Unexpected costs, such as shipping fees and taxes, cause 48% of all shoppers to abandon their carts [33].

Which age group shops online the most frequently?

Gen Z leads the pack in online shopping frequency. An impressive 96% of Gen Z consumers make at least one online purchase every single month, according to 2023 data [101].

How much of all e-commerce happens on mobile devices?

Mobile commerce is now the dominant force in online shopping. In 2024, mobile devices drive a massive 77% of all retail website traffic and account for 68% of all completed online orders [124].

What is the largest e-commerce market in the world?

China stands alone as the world’s largest e-commerce market. In 2024, it generated an estimated $2.14 trillion in e-commerce revenue, solidifying its dominant position [139].

How much is the global social commerce market expected to be worth by 2030?

Social commerce is poised for explosive growth. The market is projected to skyrocket to an $8.5 trillion valuation by 2030, transforming social media platforms into major retail hubs [33].

What percentage of product searches start on Amazon?

Amazon has fundamentally changed how consumers discover products. A majority of shoppers, 51%, now start their product searches directly on Amazon’s platform instead of using a traditional search engine [75].

Conclusion

The statistical evidence is undeniable: global e-commerce is not just growing, it is fundamentally reshaping retail. Now commanding over 20% of all retail spending, this expansion is overwhelmingly mobile, with 68% of all online orders placed on handheld devices [123][124]. This transformation is social at its core. 

The digital mall has become the social media feed, fueling a social commerce market projected to explode to $8.5 trillion by 2030, with Gen Z and Millennials leading the charge [33]. However, significant challenges persist. A staggering 70% cart abandonment rate reveals a digital journey riddled with friction, from surprise shipping costs to difficult checkouts [33].

Overcoming this requires a deep understanding of modern consumer demands. Fast shipping is a top priority, and trust is built on social proof, with 93% of shoppers relying on reviews before making a purchase [48].

Ultimately, success is now defined by using technology for true personalization and meticulously optimizing every touchpoint. The future of retail belongs not just to those who sell online, but to those who master the complex human behaviors that drive every single click.

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89Statistahttps://www.statista.com/statistics/1294525/online-shopping-security-importance-country/
90Statistahttps://www.statista.com/statistics/1299985/voice-assistant-users-us/
91Statistahttps://www.statista.com/statistics/1316966/e-commerce-sales-retailers-worldwide/
92Statistahttps://www.statista.com/statistics/1319676/online-shopping-platforms-impersonated-financial-phishing/
93Statistahttps://www.statista.com/statistics/1334030/cart-abandonment-rate-by-category-and-device/
94Statistahttps://www.statista.com/statistics/1334089/number-social-buyers-united-states-by-platform/
95Statistahttps://www.statista.com/statistics/1343263/b2b-revenue-from-digital-channels-united-states/
96Statistahttps://www.statista.com/statistics/1343467/ecommerce-shoppers-mobile-audience-united-states-age/
97Statistahttps://www.statista.com/statistics/1343548/most-downloaded-shopping-apps-united-states/
98Statistahttps://www.statista.com/statistics/1384193/mostly-online-vs-offline-shopping-worldwide/
99Statistahttps://www.statista.com/statistics/1384376/mostly-online-vs-offline-shopping-leisure-sport-hobby-usa/
100Statistahttps://www.statista.com/statistics/1394695/share-shoppers-buying-second-hand-by-generation/
101Statistahttps://www.statista.com/statistics/1394870/gen-z-online-shopping-frequency-us/
102Statistahttps://www.statista.com/statistics/1395196/share-gen-z-online-shopping-monthly-by-category/
103Statistahttps://www.statista.com/statistics/1395897/shoppers-waiting-for-discounts-before-buying-online-age/
104Statistahttps://www.statista.com/statistics/1428370/share-of-weekly-online-shoppers-by-country/
105Statistahttps://www.statista.com/statistics/1429471/bnpl-impact-on-e-commerce-aov/
106Statistahttps://www.statista.com/statistics/1451003/online-grocery-shoppers-by-generation-united-states/
107Statistahttps://www.statista.com/statistics/1455391/shoppers-social-media-discovery-and-purchase-worldwide/
108Statistahttps://www.statista.com/statistics/1470159/benefits-of-ai-in-online-shopping-experience-united-states-by-age/
109Statistahttps://www.statista.com/statistics/1588364/age-distribution-of-visitors-to-online-stores/
110Statistahttps://www.statista.com/statistics/226793/e-commerce-revenue-of-alibabacom/
111Statistahttps://www.statista.com/statistics/245340/leading-large-cap-e-commerce-companies-market-cap/
112Statistahttps://www.statista.com/statistics/265773/market-share-of-the-most-popular-social-media-websites-in-the-us/
113Statistahttps://www.statista.com/statistics/266064/revenue-growth-in-e-commerce-for-selected-countries/
114Statistahttps://www.statista.com/statistics/273957/number-of-digital-buyers-in-the-united-states/
115Statistahttps://www.statista.com/statistics/274255/market-share-of-the-leading-retailers-in-us-e-commerce/
116Statistahttps://www.statista.com/statistics/277045/us-social-commerce-revenue-forecast/
117Statistahttps://www.statista.com/statistics/277391/number-of-online-buyers-in-china/
118Statistahttps://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
119Statistahttps://www.statista.com/statistics/304945/us-amazon-prime-shopping-on-amazon-reason/
120Statistahttps://www.statista.com/statistics/477804/online-shopping-cart-abandonment-rate-worldwide/
121Statistahttps://www.statista.com/statistics/509438/leading-cross-border-online-shopping-categories-worldwide/
122Statistahttps://www.statista.com/statistics/518729/annual-b2c-e-commerce-spending-by-region/
123Statistahttps://www.statista.com/statistics/534123/e-commerce-share-of-retail-sales-worldwide/
124Statistahttps://www.statista.com/statistics/568684/e-commerce-website-visit-and-orders-by-device/
125Statistahttps://www.statista.com/statistics/623555/distribution-of-amazon-traffic-by-source/
126Statistahttps://www.statista.com/statistics/664770/online-shopping-frequency-worldwide/
127Statistahttps://www.statista.com/statistics/861336/share-online-shopping-customers-vs-sales-by-platform/
128Statistahttps://www.statista.com/statistics/1192388/first-time-online-shoppers-since-covid-19/
129Statistahttps://www.statista.com/statistics/1228452/reasons-for-abandonments-during-checkout-united-states/
130Statistahttps://www.statista.com/statistics/1242460/b2b-e-commerce-revenue-of-physical-goods-uk/
131Statistahttps://www.statista.com/statistics/1251145/social-commerce-share-worldwide/
132Statistahttps://www.statista.com/topics/1185/mobile-commerce/
133Statistahttps://www.statista.com/topics/11640/artificial-intelligence-and-extended-reality-in-e-commerce/
134Statistahttps://www.statista.com/topics/1915/online-grocery-shopping-in-the-united-states/
135Statistahttps://www.statista.com/topics/7887/online-shopping-behavior-in-the-uk/
136The Future of Commercehttps://www.the-future-of-commerce.com/2024/12/04/e-commerce-trends-2025/
137Think with Googlehttps://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/what-users-want-most-from-mobile-sites-today/
138Tidiohttps://www.tidio.com/blog/chatbot-statistics/
139UMA Technologyhttps://umatechnology.org/30-jaw-dropping-m-commerce-statistics-facts-for-2024/
140Vantage Market Researchhttps://www.vantagemarketresearch.com/industry-report/businesstobusiness-b2b-ecommerce-market-1386
141Visahttps://www.visaacceptance.com/content/dam/documents/campaign/shopping-index/global-digital-shopping-index-2024-global-edition-en-us.pdf
142Visahttps://www.visaacceptance.com/content/dam/documents/campaign/shopping-index/global-digital-shopping-index-2024-us-edition-en-us.pdf
143WebFXhttps://www.webfx.com/blog/seo/voice-search-statistics/
144Yaguarahttps://www.yaguara.co/online-shopping-statistics/
145Adobe Newshttps://news.adobe.com/news/downloads/pdfs/2024/09/092524-adi-holiday-forecast.pdf