Tablets have been billed as the fastest growing innovation ever, but publishers are still trying to figure out how to make the most of the devices. One opportunity they’ve siezed upon is e-commerce.

There are an estimated 75 million tablet users in the U.S. alone, and publishers say they’re noticing interesting consumer shopping behavior changes and users migrate to them from their desktops. For example, 79 percent of the much sought-after 18-34-year-old demographic now make purchases on a tablet, according to Comscore. Meanwhile Adobe says more people (52 percent) prefer to shop on a tablet as opposed to a desktop (40 percent).

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