"ChatGPT has emerged as a top driver of referral traffic to retailers' websites, giving companies like Walmart, Target, Etsy and eBay a fresh source of online shoppers, while Amazon has chosen to sit out. Data from Similarweb, a web traffic analytics company, shows that one in five of Walmart's referral clicks in August came from ChatGPT, up 15% from July."
"For Walmart and its peers, referral clicks account for less than 5% of total site visits - outweighed by direct traffic, paid channels and search engines. But the speed at which ChatGPT has climbed into the top tier of referral sources shows howhow AI is starting to influence how consumers shop online. Shoppers are increasingly clicking through links inside AI chat responses, pushing major retailers into the shopping journey historically dominated by Google search."
ChatGPT is driving increasing referral traffic to major retailers, supplying a fresh source of shoppers for Walmart, Target, Etsy and eBay while Amazon has chosen not to participate. One in five of Walmart's referral clicks in August came from ChatGPT, with ChatGPT now contributing over 20% of Etsy referrals, nearly 15% to Target and 10% to eBay. Referral clicks still represent less than 5% of total site visits for these retailers, but AI links are moving shoppers into a buying journey once dominated by Google. Approximately 2% of ChatGPT queries relate to shopping, about 50 million queries daily, and nearly 60% of U.S. consumers have used generative AI for online shopping.
Read at Modern Retail
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