12:01 PM EST, 11/14/2025 (MT Newswires) -- Apple's ( AAPL ) Apple Pay desktop will see increased adoption after the holiday season, UBS analysts said in a Thursday note.

UBS said that as of early November, Apple Pay desktop was implemented on 12 of 50 top US retail websites, an increase from seven in a June analysis.

Apple Pay volumes represent about 6% of the $3.2 trillion total US e-commerce market estimate in 2024, placing Apple Pay roughly on par with PayPal ( PYPL ) Branded Checkout in the US, UBS said. Estimates suggest Apple Pay's US online volumes will be slightly bigger than PayPal's ( PYPL ) Branded Checkout in 2025 and beyond, UBS said.

For most of its history, Apple Pay has largely focused on the mobile iOS user portion of e-commerce, but is now expanding to third-party browsers on non-iOS desktop devices, UBS said.

Apple Pay is expected to comprise about 15% of US e-commerce dollar volume growth between 2025 and 2028, analysts said.

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