This holiday season, US online sales are projected to hit $253 billion, with much of this spending traditionally funneled through website visits or search engine advertisements. However, the landscape is shifting as ChatGPT and Gemini gain traction among American consumers seeking AI-powered advice for the best gifts, apparel, and other holiday merchandise.
Although overall traffic from generative AI platforms remains a small fraction of retail site visits—accounting for less than 1% of October traffic at Amazon, Walmart, and eBay—retailers note that visitors referred by agentic AI come with notably high purchase intent. For instance, eBay highlights that AI-directed shoppers are more likely to complete transactions compared to other referral sources.
As consumer reliance on platforms like ChatGPT and Gemini accelerates, retailers set their sights on optimizing for both humans and AI. The future of e-commerce will be shaped by businesses that master this dual approach to online visibility and customer engagement.
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