ChatGPT: How important is AI traffic for online shops?

Since its launch at the end of 2022, ChatGPT has rapidly gained reach across Europe and now attracts more than 120 million active users per month. Studies show that ChatGPT is used primarily for information searches and advice. Targeted product searches still make up a relatively small share, although OpenAI is steadily expanding support for shopping and product comparisons. With the new Shopping Research features, users can compare products, check reviews, and receive personalized recommendations, while OpenAI plans to add more categories and direct purchase options in the future.

These facts indicate that ChatGPT and other AI models will play an increasingly important role in e-commerce. For this reason, uptain analyzed over one million sessions originating from AI traffic to better understand its potential and user behavior in online shops. The results show that more and more users are turning to AI models for shopping but online shops are still not making optimal use of this opportunity.

ChatGPT Traffic on the Rise

Although ChatGPT traffic still represents a relatively small share of overall website traffic, it is showing strong growth. In November 2025, its share reached 1.64%, highlighting the increasing relevance of AI models for product searches and online shopping. This suggests that ChatGPT and similar AI models could become an increasingly important traffic source in the future.

It’s important to note that the rise in ChatGPT traffic does not create an additional stream of visitors; instead, it tends to replace existing channels. More and more users are turning directly to ChatGPT rather than using search engines or comparison platforms. This shift has the potential to fundamentally change traffic patterns and competitive dynamics within e-commerce.

ChatGPT Converts Better Than Social Media

The conversion rate of ChatGPT traffic is 1.18%, outperforming many social media channels such as Instagram, TikTok, and Facebook. However, it still trails behind Google, email campaigns, and comparison platforms. Even so, ChatGPT is clearly emerging as a relevant channel from a conversion perspective.

There is a risk, though, that high-converting traffic from Google and comparison sites may be replaced by the lower-converting ChatGPT traffic. As ChatGPT’s share of traffic grows, overall conversion rates may decline, since AI-driven visitors tend to purchase less frequently than visitors from traditional channels.

ChatGPT Generates Only Small Shopping Carts

So far, ChatGPT traffic tends to produce relatively small shopping carts. The average order value is only €41.89, significantly lower than that of other traffic sources. This indicates that users are already using ChatGPT for product searches but do not yet fully trust AI recommendations for larger purchases.

One possible reason for these low order values is FOBO (Fear of Better Options). Users are hesitant to rely on ChatGPT for bigger purchases because they are accustomed to Google and traditional search results. While ChatGPT provides advice through dialogue, it does not inspire the same level of trust as Google. As a result, many users ultimately return to Google to check for better deals.

ChatGPT Generates Many Abandoned Carts

The abandonment rate for ChatGPT traffic is 77.45%, significantly higher than the standard rate of 71.72%. Overall, ChatGPT traffic performs noticeably worse than traditional traffic sources. One possible reason is the stark disruption in the user experience: users move from the highly personalized, dialogue-based ChatGPT environment to a generic online shop that does not continue this individualized approach.

Additionally, much of ChatGPT traffic arises out of curiosity or chance, meaning many users are information-seeking rather than ready to buy. To make effective use of this growing AI-driven traffic, it is necessary to implement solutions that reduce abandonment and guide visitors toward completing purchases.

Mobile Dominates ChatGPT Traffic

ChatGPT traffic is 76% mobile, significantly higher than traffic from email, comparison sites, or affiliate channels. While still slightly below social media and Google, this clearly shows that users primarily access ChatGPT on the go.

For online shops, this means strong mobile optimization is essential—otherwise, a large portion of AI-driven users will be lost. Fast, simple, and mobile-friendly navigation is therefore key to successfully leveraging the growing mobile ChatGPT traffic.

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Conclusion

ChatGPT and similar AI models are fundamentally changing the behavior of online shoppers. An increasing number of users rely on AI recommendations for their online purchases, creating new challenges for retailers, as user behavior differs significantly from traditional channels.

At the same time, the growing AI-driven traffic presents opportunities to reach new target groups early and reshape the customer journey. Retailers who understand these developments and adapt their shops accordingly can secure clear competitive advantages.