"As OpenAI seeks more ways to make money, ChatGPT's potential as a shopping assistant is one promising idea: You tell the bot what you're thinking about buying, and it will help you make comparisons, sort prices and answer intricate product questions. With any luck, those answers might even be right. Crucially, the assumption is that many people will prefer to shop online this way rather than use their current methods,"
"But a revealing study from two German academics suggests Large Language Models, and ChatGPT specifically, have a lot of catching up to do on the key performance metrics that retailers care about the most. They found that shoppers who arrive at an e-commerce site through ChatGPT were less likely to buy something than those who arrive by almost any other online journey, such as clicking a search result or visiting an online store directly."
ChatGPT can act as a shopping assistant that compares products, sorts prices, and answers detailed product questions. Many users might prefer shopping through ChatGPT, which could capture a portion of projected e-commerce spending. Shoppers who arrive via ChatGPT are currently less likely to make purchases than those who arrive through search results, direct visits, or affiliate links; affiliate referrals can increase purchase likelihood by as much as 86%. Conversion rates and revenue per session for ChatGPT visitors improved between August 2024 and July 2025. ChatGPT bounce rates compared favorably against direct visits, email marketing, referral links, and affiliate marketing.
Read at The Business of Fashion
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