Mobile Ecommerce Statistics 2026: Share of Sales, Conversion and Apps
Phones now carry most online shopping, but they still convert worse than desktop. Smartphones drove 56.4% of US online holiday spend in 2025, up from 54.5% in 2024, according to Adobe. In South Korea, mobile made up 77.5% of online shopping value in 2025, and in Japan smartphones took 61.7% of online goods sales in 2024. Desktop still converts better. Contentsquare found desktop converts at 3.4%, 74% higher than mobile web. Adobe expects mobile to reach 57.4% of US holiday spend in 2026.
Key statistics
- Smartphones drove 56.4% of US online holiday spend from 1 November to 31 December in 2025, according to Adobe.
- Mobile shopping made up 77.5% of South Korea's online shopping transaction value in 2025, according to the Ministry of Data and Statistics.
- Smartphones accounted for 61.7% of Japan's B2C ecommerce sales of goods in 2024, according to METI.
- Desktop websites converted at 3.4% in Q4 2025, 74% higher than mobile web, according to Contentsquare.
- Mobile devices will drive 57.4% of US online holiday spend in 2026, up from 56.4% in 2025, according to an Adobe forecast.
Mobile share of ecommerce sales
No source measures mobile commerce the same way. Adobe tracks US retail sites in the holiday season. South Korea's statistics office counts every online purchase each month. Japan's METI estimates the smartphone share of online goods sales once a year.
Mobile already takes most US online holiday spend and keeps rising. Adobe measured 56.4% in the 2025 season, up 1.9 points in a year. On a total of $257.8 billion, that is about $145.4 billion spent through phones. The gain is steady, not sudden. Each season adds one or two points.
Asia is further ahead. South Korea's official data puts mobile at 77.5% of all online shopping value in 2025. Japan's METI puts smartphones at 61.7% of online goods sales in 2024. The Korean figure includes services such as food delivery and travel, which are mostly booked on phones. The Japanese figure covers goods only. So the two are close in spirit but not in scope.
Etsy shows the other end. Its mobile GMS share was about 47% in Q3 2026, below the US holiday figure. A single marketplace is not the whole market, but it shows that mobile share depends on what people are buying.
Sources: Ministry of Data and Statistics (South Korea), METI (Japan), Adobe (US), Etsy.
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Mobile share of US online holiday spend rose 1.9 percentage points between the 2024 and 2025 seasons, calculated by StatisticsGlobal from Adobe data.
How we calculated it: Mobile share 2025 season (56.4%) minus 2024 season (54.5%) = 1.9 points.
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US consumers spent $257.8 billion online in the 2025 holiday season, up 6.8% year on year, according to Adobe.
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US shoppers spent about $145.4 billion online through smartphones in the 2025 holiday season, calculated by StatisticsGlobal from Adobe data.
How we calculated it: Total online holiday spend ($257.8 billion) x mobile share (56.4%) = $145.4 billion. Approximate, as Adobe does not publish the mobile dollar total for the season.
| Market | Measure | Period | Mobile share | Source |
|---|---|---|---|---|
| United States | Online spend at US retail sites, holiday season | Nov to Dec 2025 | 56.4% | Adobe |
| United States | Online sales, Prime Day event | 23 to 26 June 2026 | 54.2% | Adobe |
| South Korea | All online shopping transaction value | 2025 | 77.5% | Ministry of Data and Statistics |
| Japan | B2C ecommerce sales of goods | 2024 | 61.7% | METI |
| Worldwide | Etsy marketplace GMS | Q3 2026 | about 47% | Etsy |
Mobile vs desktop ecommerce conversion rate and traffic
Contentsquare's 2026 Digital Experience Benchmark covers 99 billion web and app sessions on more than 6,500 websites. It compares Q4 2025 with Q4 2024 and splits results by device.
Phones bring the visits and desktops close the sales. Desktop made up only 30% of visits in Contentsquare's data but 47% of time spent. Desktop's share of time is 1.57 times its share of visits. Desktop converted at 3.4%, against around 2% on mobile web. That puts the mobile rate near 1.95%, calculated by StatisticsGlobal from the 74% gap.
The gap helps explain why mobile's share of spend trails its share of visits. Non-desktop devices brought 70% of visits in Contentsquare's data, while Adobe put mobile at 56.4% of US holiday spend. The two samples differ, so treat this as a rough comparison. People browse on phones and often finish bigger purchases on a computer. Our conversion rate benchmarks page has rates by industry and channel.
Mobile is improving where it counts. Thirty-day retention on mobile rose 10% while desktop fell 7%. Slow loads of over 3 seconds fell 20% and now hit just under 11% of sessions. Faster pages and returning users are the usual way mobile conversion catches up.
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Desktop accounted for 30% of website visits but 47% of time spent in Q4 2025, according to Contentsquare.
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Desktop's share of web time was 1.57 times its share of visits in Q4 2025, calculated by StatisticsGlobal from Contentsquare data.
How we calculated it: Desktop share of time spent (47%) / desktop share of visits (30%) = 1.57.
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Desktop websites converted at 3.4% in Q4 2025, 74% higher than mobile web, according to Contentsquare.
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Mobile websites converted at around 2% on average in Q4 2025, against 3.4% on desktop, according to Contentsquare.
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The mobile web conversion rate implied by Contentsquare benchmarks was about 1.95% in Q4 2025, calculated by StatisticsGlobal from Contentsquare data.
How we calculated it: Desktop conversion rate (3.4%) / 1.74 (desktop converts 74% higher than mobile web) = 1.95%.
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Thirty-day retention on mobile rose 10% year on year in Q4 2025, while desktop retention fell 7%, according to Contentsquare.
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Slow page loads of over 3 seconds affected just under 11% of sessions in Q4 2025, down 20% in a year, according to Contentsquare.
| Measure | Desktop | Mobile web |
|---|---|---|
| Conversion rate | 3.4% | around 2% |
| Desktop conversion advantage | 74% higher | |
| Share of visits | 30% | |
| Share of time spent | 47% | |
| 30-day retention, change on a year earlier | -7% | +10% |
Mobile shopping during Black Friday, Cyber Week and Prime Day
Adobe Analytics reports mobile share for the big US shopping days. Its data covers over 1 trillion visits to US retail sites. Shares compare mobile with desktop.
Mobile share peaks on days when people are away from their desks. Christmas Day hit 66.5% and Thanksgiving 61.6% in 2025. Cyber Monday, a working day for many, was lower at 57.5%. Still, mobile spend on Cyber Monday grew 8.0%, faster than the 7.1% for all online spend. That left about $6.05 billion spent on other devices.
The long trend is clear. Cyber Monday mobile share rose 16.1 points in five years, from 41.4% in 2020. Prime Day in June 2026 came in at 54.2%, 2.2 points below the 2025 holiday season. Adobe expects a record 63% on Thanksgiving 2026 and 57.4% for the full 2026 season. See our Black Friday statistics for total spend on each day.
Source: Adobe Digital Insights.
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Mobile devices drove 57.5% of US online sales on Cyber Monday in 2025, worth $8.2 billion, according to Adobe.
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US mobile spend on Cyber Monday grew 8.0% year on year in 2025, against 7.1% for all online spend, according to Adobe.
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Mobile devices drove 41.4% of US online sales on Cyber Monday in 2020, according to Adobe.
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Mobile share of US Cyber Monday sales rose 16.1 percentage points from 2020 to 2025, calculated by StatisticsGlobal from Adobe data.
How we calculated it: Cyber Monday mobile share 2025 (57.5%) minus 2020 (41.4%) = 16.1 points.
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US shoppers spent about $6.05 billion on non-mobile devices on Cyber Monday in 2025, calculated by StatisticsGlobal from Adobe data.
How we calculated it: Cyber Monday online spend ($14.25 billion) minus mobile spend ($8.2 billion) = $6.05 billion. Adobe compares mobile with desktop.
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Mobile devices drove 61.6% of US online sales on Thanksgiving Day in 2025, up from 59.3% in 2024, according to Adobe.
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Mobile devices drove 66.5% of US online sales on Christmas Day in 2025, up from 65% in 2024, according to Adobe.
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Mobile devices drove 54.2% of US online sales during the Prime Day event in June 2026, worth $14.2 billion, according to Adobe.
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Mobile share of US online sales was 2.2 percentage points lower on Prime Day 2026 than in the 2025 holiday season, calculated by StatisticsGlobal from Adobe data.
How we calculated it: Holiday season 2025 mobile share (56.4%, Adobe January 2026 release) minus Prime Day 2026 mobile share (54.2%) = 2.2 points. Different events and periods.
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Mobile devices will drive 57.4% of US online holiday spend in 2026, up from 56.4% in 2025, according to an Adobe forecast.
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Mobile devices will drive a record 63% of US online spend on Thanksgiving Day in 2026, according to an Adobe forecast.
| Day or period | Earlier year | 2025 | 2026 forecast | Change |
|---|---|---|---|---|
| Cyber Monday | 41.4% (2020) | 57.5% | +16.1 pts since 2020 | |
| Thanksgiving Day | 59.3% (2024) | 61.6% | 63% | +2.3 pts in 2025 |
| Christmas Day | 65% (2024) | 66.5% | +1.5 pts in 2025 | |
| Full holiday season (Nov to Dec) | 54.5% (2024) | 56.4% | 57.4% | +1.9 pts in 2025 |
Mobile commerce in South Korea and Japan
South Korea and Japan are the two large markets where a government body publishes mobile commerce figures. Korea's Ministry of Data and Statistics, formerly Statistics Korea, releases them every month. Japan's METI estimates them once a year.
South Korea is close to the ceiling. Mobile was 77.5% of online shopping value in 2025, up 3.6 points from 2023. Mobile spending grew 7.4% in 2025 while all online shopping grew 6.0%. Non-mobile spending barely moved, up 1.4% to 61.9 trillion won. In September 2026 the mobile share was 76.4%, 1.0 point higher than a year before.
Japan is moving faster from a lower base. METI puts smartphone sales of goods at ¥9.39 trillion in 2024, up 9.0%. All online goods sales grew only 3.70%. That means sales through other devices fell about 3.8%. The smartphone share rose about 3.0 points in a year, from 58.7% to 61.7%.
The two numbers measure different things. Korea's figure is a survey of online shopping businesses and includes services. Japan's is an estimate for goods only, built partly on household survey data and partly on eMarketer data. Our mobile vs desktop usage page shows how device use differs by country.
Source: Ministry of Data and Statistics, Republic of Korea. Japan, not charted: 58.7% in 2023 (calculated by StatisticsGlobal) and 61.7% in 2024, METI.
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South Koreans spent 213.0 trillion won through mobile shopping in 2025, according to the Ministry of Data and Statistics.
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South Korea's mobile shopping value grew 7.4% in 2025, against 6.0% for all online shopping, calculated by StatisticsGlobal from Ministry of Data and Statistics data.
How we calculated it: Mobile value 2025 (213,024.7 billion won) / 2024 (198,339.5 billion won) = +7.4%. Total online 2025 (274,944.2) / 2024 (259,431.9) = +6.0%. Annual figures from the September 2026 and December 2025 releases.
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South Korea's non-mobile online shopping value grew 1.4% to 61.9 trillion won in 2025, calculated by StatisticsGlobal from Ministry of Data and Statistics data.
How we calculated it: Non-mobile = total minus mobile. 2025: 274,944.2 - 213,024.7 = 61,919.5 billion won. 2024: 259,431.9 - 198,339.5 = 61,092.4 billion won. Growth = +1.4%.
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Mobile shopping made up 76.4% of South Korea's online shopping value in September 2026, up 1.0 point from a year earlier, according to the Ministry of Data and Statistics.
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South Korea's mobile shopping transaction value reached 19.08 trillion won in September 2026, up 5.4% year on year, according to the Ministry of Data and Statistics.
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Japanese consumers bought ¥9.39 trillion of goods online through smartphones in 2024, up 9.0% year on year, according to METI.
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Japan's B2C ecommerce sales of goods grew 3.70% to ¥15.22 trillion in 2024, according to METI.
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Japan's non-smartphone online sales of goods fell about 3.8% in 2024, calculated by StatisticsGlobal from METI data.
How we calculated it: Non-smartphone = goods B2C ecommerce minus smartphone. 2024: ¥15,219.4bn - ¥9,390.4bn = ¥5,829.0bn. 2023: ¥14,676.0bn - ¥8,618.1bn = ¥6,057.9bn. Change = -3.8%.
| Year | All online shopping | Mobile shopping | Mobile share |
|---|---|---|---|
| 2023 | 228.9 | 169.0 | 73.9% |
| 2024 | 259.4 | 198.3 | 76.5% |
| 2025 | 274.9 | 213.0 | 77.5% |
App vs mobile web shopping and mobile payments
Few retailers split sales by app and mobile web. Etsy reports app and non-app GMS growth each quarter. Adobe tracks Buy Now Pay Later by device.
Apps are pulling ahead on Etsy. App GMS grew 10.4% in Q3 2026, 2.9 points faster than non-app GMS. With marketplace GMS of $2.6 billion and a mobile share of about 47%, about $1.2 billion came through mobile in the quarter.
Phones are where people use Buy Now Pay Later. Smartphones drove 82.2% of BNPL purchases in the 2025 US holiday season, far above mobile's 56.4% share of all spend. Adobe expects 82% again in 2026.
Returns go the other way. Only 38.8% of US holiday returns were made on mobile, 17.6 points below mobile's share of spend. People buy on a phone but often process returns on a computer.
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Etsy app GMS grew 10.4% year on year in Q3 2026, against 7.5% for non-app GMS, according to Etsy.
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Etsy app GMS grew 2.9 percentage points faster than non-app GMS in Q3 2026, calculated by StatisticsGlobal from Etsy data.
How we calculated it: App GMS growth (10.4%) minus non-app GMS growth (7.5%) = 2.9 points.
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Etsy marketplace GMS reached $2.6 billion in Q3 2026, up 8.8% year on year, according to Etsy.
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About $1.2 billion of Etsy marketplace GMS came through mobile in Q3 2026, calculated by StatisticsGlobal from Etsy data.
How we calculated it: Etsy marketplace GMS ($2.6 billion) x mobile GMS share (about 47%) = about $1.2 billion. Rounded inputs, so approximate.
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Smartphones drove 82.2% of Buy Now Pay Later purchases in the 2025 US holiday season, according to Adobe.
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Mobile devices handled 79.4% of US Buy Now Pay Later transactions on Cyber Monday in 2025, according to Adobe.
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Mobile devices will drive 82% of US Buy Now Pay Later online spend in the 2026 holiday season, according to an Adobe forecast.
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Mobile devices handled 38.8% of US online returns in the 2025 holiday season, against 56.4% of spend, according to Adobe.
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Mobile share of US holiday returns was 17.6 percentage points below its share of spend in 2025, calculated by StatisticsGlobal from Adobe data.
How we calculated it: Mobile share of online spend (56.4%) minus mobile share of returns (38.8%) = 17.6 points.
| Indicator | Value | Period | Source | Scope |
|---|---|---|---|---|
| Etsy app GMS growth | +10.4% | Q3 2026 | Etsy | Etsy marketplace, worldwide |
| Etsy non-app GMS growth | +7.5% | Q3 2026 | Etsy | Etsy marketplace, worldwide |
| BNPL purchases made on smartphones | 82.2% | Nov to Dec 2025 | Adobe | US retail sites |
| BNPL transactions on mobile, Cyber Monday | 79.4% | 1 December 2025 | Adobe | US retail sites |
| Online returns made on mobile | 38.8% | Nov to Dec 2025 | Adobe | US retail sites |
How mobile ecommerce is measured
Each source counts something different. Read every figure with its base, market and period.
Adobe measures online spend at US retail sites through Adobe Analytics, covering over 1 trillion visits, 100 million SKUs and 18 categories. Its mobile share compares mobile with desktop and is reported for the season or a single day. Forecasts are estimates, not results. Adobe does not publish a mobile dollar total for the full season, so our $145.4 billion figure is an approximation.
South Korea's Ministry of Data and Statistics runs a monthly survey of online shopping businesses. Values include goods and services such as food delivery and travel. Recent months are preliminary and can be revised. Japan's METI figure is an estimate for goods only, based on a household consumption survey, eMarketer data and other inputs.
Contentsquare's benchmark covers 99 billion sessions on more than 6,500 client websites, mostly larger brands. Its mobile figures are for mobile web unless stated. Etsy's figures are company-reported operating metrics for its own marketplace. We found no US government series that splits ecommerce sales by device.
We did not use Salesforce, eBay or DHL figures in this edition because their pages could not be fetched and checked in this update. We will add them when we can verify them at source.
Frequently asked questions
What percentage of ecommerce sales are made on mobile?
It depends on the market. Smartphones drove 56.4% of US online holiday spend in 2025, according to Adobe. Mobile made up 77.5% of South Korea's online shopping value in 2025, and smartphones took 61.7% of Japan's online goods sales in 2024.
Is mobile ecommerce share growing compared with last year?
Yes. Adobe's US holiday share rose from 54.5% in 2024 to 56.4% in 2025. South Korea's annual share rose from 76.5% to 77.5%. Japan's rose about 3.0 points in 2024, calculated by StatisticsGlobal from METI data.
Why do mobile shoppers convert less than desktop shoppers?
Phones are used for quick browsing and smaller screens add friction. Contentsquare found desktop converts at 3.4%, 74% higher than mobile web at around 2%, in Q4 2025.
Which country has the highest mobile commerce share?
Among countries with official data, South Korea leads. Mobile made up 77.5% of its online shopping value in 2025, according to the Ministry of Data and Statistics. That figure includes services such as food delivery.
What share of holiday sales will come from mobile in 2026?
Adobe forecasts mobile will drive 57.4% of US online holiday spend in 2026, up from 56.4% in 2025. It expects a record 63% on Thanksgiving Day.
How much do people spend on mobile on Cyber Monday?
US shoppers spent $8.2 billion on mobile on Cyber Monday 2025, 57.5% of online sales, according to Adobe. Mobile spend grew 8.0% year on year.
Sources
- Adobe (Adobe Digital Insights), Adobe: Holiday Shopping Season Drove a Record $257.8 Billion Online with Consumers Embracing Generative AI Tools, 7 January 2026, accessed 7 November 2026. Link · Saved data copy
- Ministry of Data and Statistics (Republic of Korea), Online Shopping in September 2026 (press release), 2 November 2026, accessed 7 November 2026. Link · Saved data copy
- METI (Ministry of Economy, Trade and Industry, Japan), 令和6年度 電子商取引に関する市場調査 報告書 (FY2024 E-Commerce Market Survey report), 26 August 2025, accessed 7 November 2026. Link · Saved data copy
- Contentsquare, Mobile analytics stats (2026 Digital Experience Benchmark), 2026, accessed 7 November 2026. Link · Saved data copy
- Adobe (Adobe Digital Insights), Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY, 28 September 2026, accessed 7 November 2026. Link · Saved data copy
- Etsy (Etsy, Inc.), Q3 2026 shareholder letter (Form 8-K exhibit), 28 October 2026, accessed 7 November 2026. Link · Saved data copy
- Adobe (Adobe Digital Insights), Adobe: Cyber Monday Hits Record $14.25 Billion in Online Spending with Over $1 Billion Driven by Buy Now Pay Later, 2 December 2025, accessed 7 November 2026. Link · Saved data copy
- Adobe (Adobe Digital Insights), Summer is the new holiday season: Prime Day drives a record $26.4 billion, 29 June 2026, accessed 7 November 2026. Link · Saved data copy
- Ministry of Data and Statistics (Republic of Korea), Online Shopping in December 2025 (press release), 2 February 2026, accessed 7 November 2026. Link · Saved data copy
- Statistics Korea (now the Ministry of Data and Statistics), Online Shopping in December 2024 (press release), 4 February 2025, accessed 7 November 2026. Link · Saved data copy
Changes to this page
- : Page published with Adobe holiday 2025, Prime Day 2026 and 2026 forecast data, South Korea official data to September 2026, METI data for 2024, Contentsquare's 2026 benchmark and Etsy's Q3 2026 results.