Adobe: use of AI and Gen AI in online shopping grows as UK spending hits £8.8 billion in March

New data from Adobe, powered by Adobe Analytics, reveals UK online spending reached £8.8 billion in March, a 3.5% increase on the £8.5 billion splashed out in March 2024 and bringing total online spending for the year-to-date to £26.2 billion (+2.75% YoY).    

With the UK enjoying the sunniest March on record, consumers started spending on warm-weather related items such as outdoor furniture earlier than usual, heading online to find the best deals. Mother’s Day, which fell almost three weeks later this year compared with 2024, also contributed to increased sales of flowers, hampers, and related gifts. 

“March brought a fresh sense of optimism for UK shoppers, with warmer weather and lower prices for essential items encouraging overall growth in online spending,” says Vivek Pandya, Lead Analyst, Adobe Digital Insights.

“As retailers enter a period of increased operating costs and uncertainty, they will need to find the right balance between protecting their margins and keeping prices low enough to maintain the healthy levels of demand and online spending we’ve seen since the start of the year.” 

UK consumers continued to make use of AI services for shopping in March. Adobe Analytics data found that traffic to online retail sites originating from AI and generative AI sources grew by 20% compared with February and were up 790% since August 2024.   

A survey of 2,000 Brits commissioned by Adobe in February found that 35% have used AI assistants when shopping online, for research (46%), sourcing product recommendations (44%), creating shopping lists (38%), gift inspiration (37%) and finding the best prices for products (29%). 

89% of users agreed that AI improved the shopping experience, 73% said AI was now their main source of product research and 85% said they used AI primarily as the final check on price before purchasing. 

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.