Traffic to US retail sites from generative AI tools jumped 693.4 percent year over year during the 2025 holiday season (Adobe Analytics, 2025 Holiday Shopping Report), and those AI-referred shoppers converted 31 percent better than other visitors. That surge is the clearest signal yet that conversational buying, spoken or typed, is moving from novelty to channel. Yet actual voice purchasing stays modest: only about 23 percent of global consumers regularly buy through voice assistants (VML via eMarketer, 2024), and just 34 percent of US consumers say they are comfortable letting an AI assistant complete a purchase (PwC, 2024). This analysis consolidates data from Adobe Analytics, McKinsey, eMarketer, Salesforce, Grand View Research and 14 other primary sources to separate the hype from the transactions.
TL;DR
- Traffic to US retail sites from AI tools rose 693.4 percent YoY during the 2025 holidays (Adobe Analytics, 2025).
- Global voice commerce market estimates for 2025 range from about $43.7B to $67.63B, depending on the firm’s definition (Global Market Insights / Fortune Business Insights, 2025-2026).
- Grand View Research projects the market reaching $186.28B by 2030 at a 24.6 percent CAGR (Grand View Research, 2024).
- Roughly 23 percent of global consumers regularly buy via voice assistants; 19 percent have tried it once (VML via eMarketer, 2024).
- US voice assistant users grow from 139.8M (2022) to a projected 168.2M by 2029 (eMarketer, 2025).
- About 30 percent of Gen Z shop by voice weekly, versus under 7 percent of Boomers (Statista, 2023).
- McKinsey projects agentic commerce at $900B to $1T in US retail revenue by 2030, $3-5T globally (McKinsey, 2025).
- Salesforce says AI and agents influenced 20 percent of 2025 holiday sales, about $262B (Salesforce, 2025).
- Only 34 percent of US consumers are comfortable letting an AI assistant complete a purchase (PwC, 2024).
- North America holds an estimated 37 to 38 percent of voice commerce revenue (Grand View Research / Renub Research).
1. Market Size and Growth: The Analysts Do Not Agree
The headline problem with voice commerce sizing is definitional. Firms that count only spoken-assistant purchases land near $43B for 2024; those that fold in conversational and AI-assisted checkout report figures 50 percent higher. The result is a forecast spread wide enough to drive very different investment decisions. What they agree on is direction and pace: almost every major firm models a compound annual growth rate between 20 and 26 percent through the early 2030s, one of the faster trajectories in retail technology.
| Metric | Value | Source |
|---|---|---|
| Global voice commerce market, 2023 | $42.75B | Grand View Research, 2024 |
| Global voice commerce market, 2030 (projected) | $186.28B | Grand View Research, 2024 |
| Global voice commerce market, 2024 | $43.7B | Global Market Insights, 2025 |
| Global voice commerce market, 2034 (projected) | $252.5B | Global Market Insights, 2025 |
| Global voice commerce market, 2025 | $67.63B | Fortune Business Insights, 2026 |
| Global voice commerce market, 2034 (projected) | $503.77B | Fortune Business Insights, 2026 |
| Voice commerce CAGR, 2026-2034 | 25.0% | Fortune Business Insights, 2026 |
| Incremental market growth, 2024-2029 | +$80.21B | Technavio, 2025 |
Outlier note: Fact.MR tracks a narrower “voice commerce services” segment at $26.3B in 2025, reaching $87.7B by 2035 (Fact.MR), which explains part of the spread against broader definitions from Grand View Research. For the wider AI-voice economy that surrounds these figures, see our voice AI market statistics 2027.
2. Adoption and Usage: Big Audience, Small Basket
Voice assistants are everywhere; voice purchasing is not. The gap between people who own the hardware and people who buy with it remains the defining feature of this category. Information retrieval, not transactions, is still the leading use of voice assistants (eMarketer, 2024) which is why user counts in the hundreds of millions coexist with single-digit monthly purchase rates.
| Metric | Value | Source |
|---|---|---|
| US voice assistant users, 2022 | 139.8M | eMarketer, 2025 |
| US voice assistant users, 2029 (projected) | 168.2M | eMarketer, 2025 |
| US internet users using voice assistants, 2024 | 48.7% | eMarketer, 2024 |
| Global consumers who regularly buy via voice assistants | 23% | VML via eMarketer, 2024 |
| Global consumers who tried voice ordering at least once | 19% | VML via eMarketer, 2024 |
| US adults who own a smart speaker | 35% (~100M) | NPR / Edison Research, 2025 |
| Smart-device users who made a voice-enabled purchase | 39% | Statista via Capital One Shopping, 2026 |
| Smart speaker owners who buy by voice monthly | 11.5% | Capital One Shopping, 2026 |
Context note: eMarketer’s own framing is that voice shopping is “not a major commerce channel,” but flags generative AI and Gen Z as the variables that could change that (eMarketer). For the broader assistant landscape, see our voice assistant statistics 2026.
3. Demographics: Gen Z Carries the Channel
Age is the sharpest predictor of who buys by voice. The weekly-purchase rate falls off a cliff by generation, and the youngest cohort is not only the heaviest user but also the fastest-growing. Gen Z shop by voice weekly at more than four times the Boomer rate, and their reliance on smartphones over smart speakers reshapes where voice commerce actually happens.
| Metric | Value | Source |
|---|---|---|
| Gen Z who shop by voice weekly | ~30% | Statista, 2023 |
| Millennials who shop by voice weekly | 27.6% | Statista, 2023 |
| Gen X who shop by voice weekly | 14.9% | Statista, 2023 |
| Boomers who purchase via voice | <7% | Statista, 2023 |
| Gen Z voice-assistant growth (fastest cohort), 2024 | +9.1% YoY | eMarketer, 2024 |
| Gen Z voice users accessing via smartphone | 94.5% | eMarketer, 2024 |
| All voice users accessing via smartphone | 89.2% | eMarketer, 2024 |
Context note: the generational shopping figures come from a 2023 Statista survey spanning eleven countries, later summarized by PYMNTS; flagged as the most recent cross-generational comparison available.
4. What People Buy by Voice: Research Beats Checkout
Break voice shopping into tasks and a pattern emerges: people use voice to find and compare far more than to pay. Groceries and takeout dominate the purchases that do happen because they are low-consideration, repeat items where a spoken command beats typing. Product research, not buying, is the number-one voice shopping activity, which is why funnel data looks stronger for discovery than for conversion.
| Metric | Value | Source |
|---|---|---|
| Voice shoppers who use it to research products | 51% | Capital One Shopping, 2026 |
| Consumers using voice search for direct purchases | 32% | Capital One Shopping, 2026 |
| Smart speaker users who have ordered groceries | 31% | Capital One Shopping, 2026 |
| Smart speaker users who have ordered takeout food | 34% | Capital One Shopping, 2026 |
| US consumers who have used voice search for shopping | ~50% | Capital One Shopping, 2026 |
| Global conversational commerce spend, 2025 (projected) | $290B | Juniper Research, 2021 |
| Global retail spend via conversational commerce, 2028 (projected) | $43B | Juniper Research, 2023 |
Outlier note: Juniper Research’s $290B conversational-commerce figure spans chatbots, messaging and voice combined, rising from $41B in 2021 (a 590 percent jump), per Juniper Research. For how spoken and typed queries feed discovery, see our voice search statistics 2026.
5. Regional Landscape: North America Leads, Asia Scales Fastest
Voice commerce revenue concentrates in North America, but the steepest growth curves are in Asia-Pacific, where localized assistants from Chinese and Indian device makers are pushing penetration up from a low base. North America commands roughly 37 to 38 percent of global voice commerce revenue, a lead built on early smart-speaker saturation rather than newer growth.
| Metric | Value | Source |
|---|---|---|
| North America share of voice commerce revenue, 2023 | >37% | Grand View Research, 2024 |
| North America share of voice commerce revenue | 38% | Renub Research, 2026 |
| US voice commerce market, 2024 | $12B | Global Market Insights, 2025 |
| US voice commerce CAGR, 2024-2030 | 22.3% | Grand View Research, 2024 |
| Global voice commerce, 2033 (projected) | $258.82B | Renub Research, 2026 |
| Global voice commerce CAGR to 2033 | 26.24% | Renub Research, 2026 |
| China share of APAC smart speaker revenue | 55% | Maximize Market Research, 2025 |
| APAC smart speaker CAGR, 2024-2032 | 26.1% | Maximize Market Research, 2025 |
Context note: China’s lead in APAC rests on Baidu’s Xiaodu and Alibaba’s Tmall Genie, while India expands through low-cost devices, per Maximize Market Research and Renub Research.
6. The AI-Agent Inflection: 2025 Was the Turn
The most consequential 2025-2026 data is not about smart speakers at all. It is about AI assistants and agents rerouting shopping traffic, and it moved fast enough to show up in a single holiday season. Traffic to US retail sites from generative AI tools rose 693.4 percent year over year during the 2025 holidays, and those visitors did not just browse: they converted 31 percent better than other traffic. Analysts now model AI-mediated buying as a trillion-dollar reshaping of retail rather than a niche.
| Metric | Value | Source |
|---|---|---|
| Traffic to US retail from AI tools, 2025 holiday | +693.4% YoY | Adobe Analytics, 2025 |
| AI-referred shopper conversion vs other traffic | +31% | Adobe Analytics, 2025 |
| US online holiday sales, 2025 | $257.8B (+6.8%) | Adobe Analytics, 2025 |
| Share of 2025 holiday sales influenced by AI/agents | 20% (~$262B) | Salesforce, 2025 |
| Shoppers starting product search in an AI chat | 7% (10% Gen Z) | Salesforce, 2025 |
| Agentic commerce, US B2C retail by 2030 (projected) | $900B-$1T | McKinsey, 2025 |
| Agentic commerce, global by 2030 (projected) | $3-5T | McKinsey, 2025 |
| Agentic share of US online sales by 2030 (projected) | up to 25% | J.P. Morgan, 2025 |
Outlier note: McKinsey frames the US $900B-$1T range as roughly 30 percent of projected B2C retail revenue by 2030 (McKinsey; Adobe Analytics). Much of this volume is concentrated in recurring, low-risk categories like groceries and subscriptions. The service-side counterpart is covered in our customer service AI statistics 2026.
7. Barriers, Trust and Voice Payments
The ceiling on voice commerce is psychological before it is technical. Consumers will ask an assistant for a price but hesitate to hand it their wallet, and a stubborn minority rules out voice buying entirely. Only 34 percent of US consumers are comfortable letting an AI assistant complete a purchase, and roughly a quarter say they never will, capping the addressable market regardless of how good the technology gets. Voice payments and biometrics are the plumbing meant to close that trust gap.
| Metric | Value | Source |
|---|---|---|
| US consumers comfortable letting AI complete a purchase | 34% | PwC, 2024 |
| US consumers who used a voice assistant for online shopping | 24% | PwC, 2024 |
| Consumers who would never shop by voice, now or later | 25% | Capital One Shopping, 2026 |
| Capgemini shoppers preferring voice assistants to automate tasks | 41% | Capgemini, 2020 |
| Global voice biometrics market, 2025 | $2.63B | Mordor Intelligence, 2025 |
| Global voice biometrics market, 2030 (projected) | $5.70B | Mordor Intelligence, 2025 |
| Global voice-based payments market, 2025 | $4.5B | The Insight Partners, 2025 |
| Global voice-based payments market, 2034 (projected) | $33.56B | The Insight Partners, 2025 |
Context note: the Capgemini preference figure predates the generative-AI wave and is flagged as the most recent comparable survey available; payment security data comes from The Insight Partners and Mordor Intelligence. The 34 percent comfort figure is from PwC.
Summary: Voice Commerce And Voice Shopping by the Numbers
| Metric | Value | Source |
|---|---|---|
| Traffic to US retail from AI tools, 2025 holiday | +693.4% YoY | Adobe Analytics, 2025 |
| AI-referred shopper conversion lift | +31% | Adobe Analytics, 2025 |
| Share of 2025 holiday sales influenced by AI/agents | 20% (~$262B) | Salesforce, 2025 |
| Global voice commerce market, 2025 | $67.63B | Fortune Business Insights, 2026 |
| Global voice commerce market, 2024 | $43.7B | Global Market Insights, 2025 |
| Global voice commerce market, 2030 (projected) | $186.28B | Grand View Research, 2024 |
| Voice commerce CAGR, 2024-2030 | 24.6% | Grand View Research, 2024 |
| Agentic commerce, US retail by 2030 (projected) | $900B-$1T | McKinsey, 2025 |
| Agentic commerce, global by 2030 (projected) | $3-5T | McKinsey, 2025 |
| Global consumers who regularly buy via voice | 23% | VML via eMarketer, 2024 |
| US voice assistant users, 2029 (projected) | 168.2M | eMarketer, 2025 |
| US adults who own a smart speaker | 35% (~100M) | NPR / Edison Research, 2025 |
| Gen Z who shop by voice weekly | ~30% | Statista, 2023 |
| Boomers who purchase via voice | <7% | Statista, 2023 |
| Voice shoppers using it to research products | 51% | Capital One Shopping, 2026 |
| North America share of voice commerce revenue | 37-38% | Grand View Research / Renub Research |
| US consumers comfortable letting AI buy for them | 34% | PwC, 2024 |
| Global voice-based payments market, 2034 (projected) | $33.56B | The Insight Partners, 2025 |
| Global conversational commerce spend, 2025 | $290B | Juniper Research, 2021 |
Methodology and Sources
Data was gathered from primary reports, consumer surveys and market-research datasets published in 2024-2026, cross-referenced across at least two firms for every market-size and growth claim, with figures older than 2024 flagged as the most recent available. Where a market-size estimate diverges between firms, that divergence is shown rather than averaged, because the underlying definitions of voice commerce differ.
Sources cited:
- Adobe Analytics, 2025 Holiday Shopping Report (2026)
- McKinsey, The Agentic Commerce Opportunity (2025)
- Salesforce, 2025 Holiday Shopping Data (2025)
- eMarketer, Voice Shopping and Gen Z analysis (2024)
- eMarketer, Gen Z Leading Voice Assistant Growth (2024)
- Grand View Research, Voice Commerce Market Report (2024)
- Fortune Business Insights, Voice Commerce Market (2026)
- Global Market Insights, Voice Commerce Market (2025)
- Technavio, Voice Commerce Market Forecast 2026-2030 (2025)
- Fact.MR, Voice Commerce Services Market (2025)
- Renub Research, Voice Commerce Market to 2033 (2026)
- Maximize Market Research, Global Smart Speaker Market (2025)
- Statista, Voice-activated shopping by generation (2023)
- PYMNTS, 30% of Gen Z Shop by Voice Weekly (2024)
- Juniper Research, Conversational Commerce forecast (2021)
- PwC, Consumer Intelligence Series: the voice revolution
- Capital One Shopping, Voice Shopping Statistics (2026)
- The Insight Partners, Voice-based Payments Market (2025)
- Mordor Intelligence, Voice Biometrics Market 2025-2030 (2025)
- Euromonitor, Voice of the Consumer Digital Shopper Survey (2025)
- J.P. Morgan, agentic commerce estimate (2025), reported by Retail Dive
Data watch: Adobe Analytics and Salesforce both publish their US holiday shopping reports annually each January; the editions covering the 2026 holiday season are expected in January 2027 and will refresh the AI-referral traffic and holiday-sales figures in this piece. Grand View Research, Fortune Business Insights and Global Market Insights periodically reissue their voice commerce market-size reports with updated base years, and any new editions will be folded in as they publish.
Last updated: July 5, 2026.
We review and update this page quarterly as new data is published.