The 2024 holiday shopping season was the most mobile of all time, with smartphones driving 54.5% of online purchases.

That’s a top finding from Adobe’s online shopping data report covering Nov. 1 through Dec. 31, 2024.

The Adobe Analytics data also revealed consumers are embracing Gen AI-powered chat bots for help in finding deals and products, according to a press release on the findings.

A majority Buy Now Pay Later transactions, 79.1%, were made through a smartphone.

Consumers spent $241.4 billion online from Nov. 1 to Dec. 31, up 8.7% year-over-year and setting a new record for e-commerce.

Mobile shopping was highest on Christmas Day, driving 65% of online sales (compared to 63% in 2023).

Traffic to retail sites from generative AI-powered chat bots (shoppers clicking on a link to a retail site) increased by 1300% compared to the year prior.

“The 2024 holiday season showed that e-commerce is being reshaped by a consumer who now prefers to transact on smaller screens and lean on generative AI-powered services to shop more efficiently,” Vivek Pandya, lead analyst, Adobe Digital Insights, said in the release. “It presents opportunities for retailers to deliver new services and experiences that capture the attention of consumers, many of whom are now shopping online in different ways.”