Quick answer
Smartphones accounted for 56.4% of US holiday online transactions in Adobe’s 2025 analysis. In Baymard’s 2026 benchmark, 59% of leading mobile ecommerce sites still scored mediocre or worse for checkout usability. Use your own device breakdown to measure the share of checkout starts that become orders.
Adobe’s 2025 US holiday report
See the source and calculation. · Download the statistics and sources.
How much holiday shopping happens on phones?
Start with the share of completed transactions. To find out which device converts more often, you also need the number of shoppers who began checkout on each device.
What share of US holiday online transactions took place on a smartphone?
Adobe reported that 56.4% of US holiday online transactions took place on smartphones in 2025.
Adobe Analytics covered US retail ecommerce. The 2025 holiday window ran from November 1 through December 31. This share is reported for the holiday period.
Adobe’s 2025 US holiday report · Link to this statistic
How did Adobe’s reported holiday mobile transaction share change year over year?
Adobe reported a 1.9-percentage-point rise in its holiday smartphone transaction share, from 54.5% in 2024 to 56.4% in 2025.
Adobe Analytics covered US retail ecommerce. Both holiday windows ran from November 1 through December 31. Zobi calculation: Subtract 54.5% from 56.4%. The number compares smartphone shares across equal calendar windows.
Adobe’s 2025 US holiday report · Adobe’s 2024 US holiday report · Link to this statistic
When does mobile matter most at checkout?
A store-wide device split can hide a very different mix during the busiest hours. Check a peak-day breakdown before deciding which checkout route to rehearse.
What was the mobile share of online sales on Christmas Day?
Phones accounted for 66.5% of US online sales on Christmas Day 2025 in Adobe’s analysis, compared with 65% on Christmas Day 2024.
Adobe Analytics covered US retail ecommerce. December 25 in 2025 and 2024. Each value represents one day.
Adobe’s 2025 US holiday report · Link to this statistic
What was the mobile share on Thanksgiving?
Adobe reported a 61.6% mobile share of US online shopping on Thanksgiving 2025, up from 59.3% in 2024.
Adobe Analytics covered US retail ecommerce. US Thanksgiving Day in 2025 and 2024. The release does not publish a separate device-level checkout completion rate for the day.
Adobe’s 2025 US holiday report · Link to this statistic
How much higher was mobile’s reported share on Christmas than Thanksgiving?
Adobe’s reported mobile share was 4.9 percentage points higher on Christmas Day than Thanksgiving Day in 2025.
Adobe Analytics covered US retail ecommerce. November 27 and December 25, 2025. Zobi calculation: Subtract Thanksgiving’s 61.6% from Christmas Day’s 66.5%. The holidays attract different shopping occasions and traffic mixes.
Buying and returning on a phone
A device can dominate at the point of payment and play a smaller part after the order. Keep payment, returns and spend in separate columns when you compare them.
What share of holiday buy-now-pay-later purchases came from phones?
Smartphones accounted for 82.2% of US online holiday buy-now-pay-later purchases in Adobe’s 2025 analysis.
Adobe Analytics covered US retail ecommerce. The 2025 holiday window ran from November 1 through December 31. The share applies to purchases using this payment method.
Adobe’s 2025 US holiday report · Link to this statistic
What share of holiday returns happened on a mobile device?
Adobe reports that 38.8% of US online holiday returns happened on mobile devices in 2025.
Adobe Analytics covered US retail ecommerce. The 2025 holiday window ran from November 1 through December 31. The report groups returns by the device used to make the return. It does not link each return to the device that placed the order.
Adobe’s 2025 US holiday report · Link to this statistic
What share of returns took place on desktop?
Desktop accounted for 61.2% of returns in Adobe’s mobile-versus-desktop breakdown for the 2025 US holiday season.
Adobe Analytics covered US retail ecommerce. The 2025 holiday window ran from November 1 through December 31. Zobi calculation: Subtract the 38.8% mobile share from 100%. This percentage describes where the return was made.
Where checkout design still makes shopping harder
Test the guest route and one recoverable form error on a real phone. Check whether the keyboard covers the error and whether fixing it keeps the rest of the address intact.
How common are mediocre mobile checkout experiences?
Baymard rated 59% of benchmarked mobile ecommerce sites mediocre or worse for checkout UX, the same share it reported for desktop sites.
Baymard scored leading US and European ecommerce checkouts in 2026. 2026 benchmark. These are expert usability ratings.
Baymard’s 2026 checkout benchmark · Link to this statistic
How many mobile checkouts scored good?
Just 1% of Baymard’s benchmarked mobile sites scored good for checkout UX, compared with 2% of desktop sites.
Baymard scored leading US and European ecommerce checkouts in 2026. 2026 benchmark. The underlying site counts are not shown in this passage.
Baymard’s 2026 checkout benchmark · Link to this statistic
What happened when only optional fields were marked?
In Baymard’s usability testing, 32% of participants left at least one required field blank when only optional fields were marked.
Baymard usability participants who encountered the specified form design. Published in Baymard’s 2026 checkout benchmark article. The published result does not specify a phone-only breakdown.
Baymard’s 2026 checkout benchmark · Link to this statistic
How often did shoppers say checkout complexity made them abandon?
In a survey of more than 1,000 shoppers, Baymard found 17% had abandoned an online checkout in the previous three months because it was too long or complicated.
Baymard survey respondents. Three-month recall window. Shoppers reported their own reasons across devices.
Baymard’s 2026 checkout benchmark · Link to this statistic
How often do checkouts hide the guest option?
Baymard found that 47% of benchmarked sites that allowed guest checkout failed to make it prominent enough.
Ecommerce sites in Baymard’s guest-checkout benchmark. Published in Baymard’s guest checkout research. The figure describes checkout design across the benchmark.
How to use the comparisons
If phone orders fall behind phone traffic, start with your own counts by device: checkout starts, successful payments and orders. Then test the exact form or payment step where the gap opens. The holiday figures tell you how US shoppers completed purchases during that period. Baymard’s benchmark gives you concrete usability problems to look for.
Sources, definitions and downloads
Adobe tracks US retail activity, including the November to December holiday window. Baymard uses expert assessments, usability tests and shopper surveys. The downloadable rows carry the measured event, the original source and the arithmetic behind derived values.
Sources and measurement context
What share of US holiday online transactions took place on a smartphone
Reported value: 56.4 percent.
Population: Adobe Analytics covered US retail ecommerce.
Measurement period: The 2025 holiday window ran from November 1 through December 31.
Denominator: Total online holiday transactions in Adobe’s headline figure.
Limitations: This share is reported for the holiday period.
Read the original sourceHow did Adobe’s reported holiday mobile transaction share change year over year
Reported value: 1.9 percentage points.
Population: Adobe Analytics covered US retail ecommerce.
Measurement period: Both holiday windows ran from November 1 through December 31.
Denominator: Online holiday transactions within each year’s Adobe analysis.
Limitations: The number compares smartphone shares across equal calendar windows.
Read the original sourceWhat was the mobile share of online sales on Christmas Day
Reported value: 66.5 percent.
Population: Adobe Analytics covered US retail ecommerce.
Measurement period: December 25 in 2025 and 2024.
Denominator: Online sales on each Christmas Day.
Limitations: Each value represents one day.
Read the original sourceWhat was the mobile share on Thanksgiving
Reported value: 61.6 percent.
Population: Adobe Analytics covered US retail ecommerce.
Measurement period: US Thanksgiving Day in 2025 and 2024.
Denominator: Adobe’s reported mobile share of online shopping on each Thanksgiving.
Limitations: The release does not publish a separate device-level checkout completion rate for the day.
Read the original sourceHow much higher was mobile’s reported share on Christmas than Thanksgiving
Reported value: 4.9 percentage points.
Population: Adobe Analytics covered US retail ecommerce.
Measurement period: November 27 and December 25, 2025.
Denominator: Adobe’s two published daily device shares.
Limitations: The holidays attract different shopping occasions and traffic mixes.
Read the original sourceWhat share of holiday buy-now-pay-later purchases came from phones
Reported value: 82.2 percent.
Population: Adobe Analytics covered US retail ecommerce.
Measurement period: The 2025 holiday window ran from November 1 through December 31.
Denominator: Online holiday purchases made with buy now, pay later.
Limitations: The share applies to purchases using this payment method.
Read the original sourceWhat share of holiday returns happened on a mobile device
Reported value: 38.8 percent.
Population: Adobe Analytics covered US retail ecommerce.
Measurement period: The 2025 holiday window ran from November 1 through December 31.
Denominator: Returns tracked by Adobe during the holiday period.
Limitations: The report groups returns by the device used to make the return. It does not link each return to the device that placed the order.
Read the original sourceWhat share of returns took place on desktop
Reported value: 61.2 percent.
Population: Adobe Analytics covered US retail ecommerce.
Measurement period: The 2025 holiday window ran from November 1 through December 31.
Denominator: Returns classified as mobile or desktop in the published split.
Limitations: This percentage describes where the return was made.
Read the original sourceHow common are mediocre mobile checkout experiences
Reported value: 59 percent.
Population: Baymard scored leading US and European ecommerce checkouts in 2026.
Measurement period: 2026 benchmark.
Denominator: Benchmarked mobile sites, compared with the desktop benchmark on its own base.
Limitations: These are expert usability ratings.
Read the original sourceHow many mobile checkouts scored good
Reported value: 1 percent.
Population: Baymard scored leading US and European ecommerce checkouts in 2026.
Measurement period: 2026 benchmark.
Denominator: Mobile sites and desktop sites in their respective samples.
Limitations: The underlying site counts are not shown in this passage.
Read the original sourceWhat happened when only optional fields were marked
Reported value: 32 percent.
Population: Baymard usability participants who encountered the specified form design.
Measurement period: Published in Baymard’s 2026 checkout benchmark article.
Denominator: Participants who encountered a form marking only optional fields.
Limitations: The published result does not specify a phone-only breakdown.
Read the original sourceHow often did shoppers say checkout complexity made them abandon
Reported value: 17 percent.
Population: Baymard survey respondents.
Measurement period: Three-month recall window.
Denominator: Surveyed shoppers.
Limitations: Shoppers reported their own reasons across devices.
Read the original sourceHow often do checkouts hide the guest option
Reported value: 47 percent.
Population: Ecommerce sites in Baymard’s guest-checkout benchmark.
Measurement period: Published in Baymard’s guest checkout research.
Denominator: Benchmarked sites that allowed guest checkout.
Limitations: The figure describes checkout design across the benchmark.
Read the original sourcePublisher disclosure
Zobi publishes this research and provides shopper conversation services for Shopify stores.
Review how Zobi handles shopper conversations for your store.
Start growing revenueAbout the author
Rene Siller is Head of New Bets at Zobi and oversees the research side of the site.