According to Adobe Analytics, U.S. online retail sales in October 2025 reached approximately $88.7 billion, marking a year-over-year increase of 8.2%. This growth demonstrates continued strength in e-commerce despite broader economic uncertainties.
One of the most notable trends contributing to this growth is the surge in traffic from generative AI sources. Data from Digital Commerce 360 shows that visits coming from AI-driven channels skyrocketed by roughly 1,200% year-over-year. Interestingly, these AI-driven visitors are more likely to convert, indicating that AI is not only driving more traffic but also attracting high-intent shoppers.
Mobile shopping continues to dominate the e-commerce landscape. In October, mobile devices accounted for 51.4% of total online sales, approximately $45.6 billion, representing a year-over-year increase of 11.6%. This trend underscores the growing importance of mobile-first shopping experiences, as consumers increasingly prefer browsing and purchasing on their smartphones.
Another payment trend gaining traction is the “Buy Now, Pay Later” (BNPL) model. In October, BNPL purchases accounted for about 8% of total online sales, equivalent to $7.1 billion, reflecting a year-over-year growth of roughly 7.6%. This suggests that flexible payment options continue to resonate with consumers, especially during peak shopping periods.
Overall, October’s data highlights several key drivers for U.S. e-commerce growth: the integration of AI in traffic acquisition, the dominance of mobile commerce, and the increasing adoption of flexible payment solutions. Retailers looking to capture more market share should prioritize AI-optimized marketing, mobile-friendly experiences, and diverse payment options to stay ahead of the curve.