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For over a decade, Google search has been the dominant starting point for online shopping. Consumers searched for products, compared prices, and clicked through to retailers’ websites.
But in 2025, a new player has emerged: ChatGPT is becoming a major driver of e-commerce traffic. Retailers like Walmart, Target, Etsy, and eBay are already seeing ChatGPT referrals climb into the double digits signalling that AI-powered shopping is reshaping how consumers discover and buy products.
According to Similarweb data (August 2025):
While referral traffic still represents less than 5% of total visits for these retailers, the growth rate is unprecedented. Consumers are skipping search engines and clicking directly through ChatGPT shopping recommendations.
Interestingly, Amazon has chosen a different path. Unlike Walmart and eBay, Amazon has blocked many AI crawlers from accessing its product listings, limiting ChatGPT’s ability to surface Amazon products.
Instead, Amazon is investing in Rufus, its proprietary AI shopping assistant:
By protecting its $56 billion ad business and controlling the shopping journey, Amazon is betting that consumers will stay inside its ecosystem rather than rely on third-party AI agents.
The shift to AI-driven product discovery is more than a passing trend:
For retailers and brands, this means:
Experts call this shift agentic shopping — where AI doesn’t just suggest products but autonomously completes purchases on behalf of consumers.
Even if this vision takes time, the early impact is clear:
We are only at the start:
For retailers, the opportunity — and risk — is clear. Those who adapt quickly to AI shopping trends will gain early advantages in traffic, visibility, and customer engagement. Those who wait may find themselves invisible in a world where AI agents control the customer journey.
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