Holiday shopping is set to reach new heights this year as online sales are expected to hit a record $253.4 billion, according to Adobe’s latest forecast. Covering the period between November 1 and December 31, this marks a 5.3 percent increase compared to last year. The report shows that mobile phones, artificial intelligence, social media, and generous discounts are shaping how Americans shop online during the festive season.

Major e-commerce players like Alibaba Group Holding Ltd. (NYSE: BABA) are likely to be testing and fine-tuning their systems to take full advantage of this…

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