"During the past holiday season, traffic to retail sites from sources like ChatGPT, Gemini and Perplexity increased by nearly 700 percent year on year, according to Adobe Analytics. "It's very clear that a lot of people already click on links inside of ChatGPT, and when they click on those things, they end up buying something," said Juozas Kaziukenas, an independent e-commerce analyst. "It's already a source of influence on shopping decisions, and there is no indication that that is, in any way, slowing down.""
"Now, consumers will be able to directly buy in the same place they're increasingly going to find the best products at the right prices. Brands like Glossier, Skims and Spanx already offer direct checkout on ChatGPT; OpenAI is also working with Shopify to integrate 1 million of its brand partners' checkouts into the platform, too. It's not just ChatGPT: Microsoft on Jan. 8 announced a direct checkout feature in its AI search engine, Copilot,"
AI-driven search traffic to retail sites surged nearly 700% year over year during the past holiday season, and AI sources produced substantially higher conversion rates than other traffic. Consumers increasingly use natural-language prompts to find products and will soon complete purchases inside AI platforms through integrated direct checkout. Major brands already offer in-AI checkout and platforms are partnering to onboard brand checkouts at scale, while Microsoft and Google add comparable features. Platforms may charge transaction fees, but the exposure and conversion lift make presence in these AI environments essential for retailers seeking new customers.
Read at The Business of Fashion
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