Adobe Digital Economy Index

Tap into the most comprehensive U.S. ecommerce insights with our monthly analysis of online consumer transactions. Adobe analyzes more data than any other company, spanning over one trillion retail sites, 100 million SKUs, and 18 product categories.

Top-line spend trends across key consumer categories.

October has seen strong growth powered by Amazon’s Prime Big Deal Days and other retailer’s sales events. For the upcoming holiday season, Adobe forecasts record $240.8 billion spend, up 8.4% YoY growth, with Black Friday growth to outpace Cyber Monday.

Consumers spent $82.0 billion dollars online in October 2024, up 6.7% year over year. Year to date, consumers have spent $813.4 billion dollars online in 2024.

Monthly online spending

October 2023 – October 2024

https://main--bacom--adobecom.hlx.page/assets/charts/resources/digital-economy-index/2024/oct/1-monthly-online-spending.json

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Total online spend

January 2024 – October 2024

https://main--bacom--adobecom.hlx.page/assets/charts/resources/digital-economy-index/2024/oct/2-total-online-spend.json

Year-over-year growth in online spend

October 2023 – October 2024

https://main--bacom--adobecom.hlx.page/assets/charts/resources/digital-economy-index/2024/oct/3-year-over-year-growth-in-online-spend.json

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Mobile share hit 50% before the holiday season for the first time. Mobile share in October is 50.2%. So far this year, mobile spend is $392.3 billion dollars.

https://main--bacom--adobecom.hlx.page/fragments/resources/digital-economy/chart-4

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The impact of buy now, pay later solutions.

Consumers continue turning to buy now, pay later (BNPL) options with BNPL online spending seeing continued growth this year. So far, $64.2 billion dollars have been spent through BNPL services. In October, consumers spent $6.6 billion dollars through BNPL, up 3.1% year over year.

Buy-now-pay-later monthly spend

October 2023 – October 2024

https://main--bacom--adobecom.hlx.page/assets/charts/resources/digital-economy-index/2024/oct/5-buy-now-pay-later-monthly-spend.json

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Total BNPL spend

January 2023 – October 2024

https://main--bacom--adobecom.hlx.page/assets/charts/resources/digital-economy-index/2024/oct/6-year-over-year-bnpl-spend-growth.json

BNPL spend growth

October 2023 – October 2024

https://main--bacom--adobecom.hlx.page/assets/charts/resources/digital-economy-index/2024/oct/7-total-dollars-spent-through-bnpl.json

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