Retailers underwent a watershed moment in how they do business this holiday shopping season, Adobe Digital Marketing Business Unit's Brad Rencher said Tuesday on CNBC.
"One in four dollars that were spent online were spent via mobile devices," he said. "And we think that's a trend that's here to stay."
Rencher said that Cyber Monday accounted for $2 billion in online revenue for retailers .
On "Fast Money," he added that retailers that will continue to do well are those that embrace such change.
Facebook and Twitter accounted for 77 percent of social media referral traffic for retailers, he said, although the entire space only accounted for 2 percent of market share — 100 percent higher year over year.
(Read More: 'Showrooming' Helped These Retailers: Blischok)
"Social is playing a huge role in the conversation of, 'What do I want to buy? How do I want to shop for that?' And so that's where we really see social playing a really big impact this year."
Pinterest, he noted, doubled its referral traffic year over year.
"I think the way people shop has changed dramatically," he said.
Trader disclosure: On Nov. 27, 2012, the following stocks and commodities mentioned or intended to be mentioned on CNBC's "Fast Money" were owned by the "Fast Money" traders: Terranova is long VRTS, VZ, XOM, DELL, GLW, SWN, AAPL, TJX; Weiss is long BAC; Najarian has long call spreads on AAPL, JPM, WMT, FB, DE, DDS; Najarian is long GLUU, CME, CBOE; Najarian owns short puts on GLD, SLV, AGQ; Kinahan is long BAC, C, WFC, CSCO, YHOO, SBUX, FB, MSFT.
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