Black Friday online sales are estimated to hit a record-breaking $9 billion — and Walmart was the most searched retailer this year

• This year, shoppers searched Walmart the most for online Black Friday deals.
• Online sales during Black Friday are expected to set a new record of $9 billion.

This year, Walmart was the most popular retailer among shoppers looking for online Black Friday deals, CNBC reported.

Searches for discounts at the big-box retailer increased 386% from last year, according to data gathered by advertising technology company, Captify. Target took the second spot, followed by Kohls and Amazon.

People are spending more money online than ever, as ecommerce has surged over the last two years. Online sales during Black Friday are expected to set a new record of $9 billion, Insider previously reported.

But it's not only the big-box stores taking advantage of digital shoppers. Direct-to-consumer retailers have benefitted as well.

Harley Finkelstein, president of ecommerce platform Shopify, told CNN that 10% of all US ecommerce is serviced by the company. According to Shopify data, more than 7.9 million unique shoppers purchased from a Shopify retailer as of 12:00 pm on Friday.