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Summary

A 2025 study by Visibility Labs on 94 ecommerce sites revealed that traffic from ChatGPT increases conversion rates by 31% compared to non-branded organic search traffic. Despite its higher conversion rate, ChatGPT still accounts for a small portion of total revenue. Users often arrive on product pages more prepared to purchase after refining their needs through ChatGPT, leading to higher conversion rates but lower average order values. The growth of ChatGPT traffic is linked to new features like shopping carousels, but remains significantly lower than organic search traffic.
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Full Article (AI)

🌟 Trends and Impact In 2025, ChatGPT's integration into ecommerce demonstrated a significant shift in conversion dynamics, with referral traffic converting 31% higher than non-branded organic search across 94 ecommerce sites. "AI referral traffic converts at a higher rate," reported Visibility Labs, highlighting the growing value of AI in the ecommerce landscape. However, despite the higher conversion rates of 1.81% compared to 1.39% for non-branded organic traffic, the overall volume of ChatGPT-driven traffic remains relatively small, signaling an emerging yet supplementary role in digital marketing strategies. 🚀 Practical Steps To harness the potential of ChatGPT, businesses should focus on optimizing AI interaction points. Visibility Labs identified that users often refine their product needs within ChatGPT, leading to "intent compression" and a higher likelihood of purchase upon reaching a product page. Implementing post-purchase surveys could further capture AI-influenced revenue, offering deeper insights. Additionally, keeping abreast of product updates, such as the shopping carousel features introduced in April 2025 that spiked traffic, can provide timely opportunities for growth. 💡 Competitive Advantages ChatGPT's traffic saw a staggering 1,079% growth in visits from January to December 2025, in contrast to the 17% growth of non-branded organic traffic. Despite a lower average order value ($204 for ChatGPT vs. $238 for organic), ChatGPT sessions generated 10.3% higher revenue per session. This reveals a nuanced competitive edge: "Many users get product recommendations from ChatGPT, then search for the brand or product on Google before purchasing," explained Visibility Labs. Establishing a robust attribution model that captures this indirect influence can position businesses ahead of competitors relying solely on traditional metrics. While non-branded organic traffic remains dominant, being 70 times larger than ChatGPT's, the narrowing gap (47 times in Q4) indicates a promising trajectory for businesses leveraging AI-driven traffic. As early adopters refine their strategies, they can expect to capitalize on these emerging trends, securing a competitive foothold in the evolving ecommerce environment.
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Business Impact

For European SMBs, leveraging AI tools like ChatGPT could enhance customer engagement and conversion rates. While the traffic volume is currently small, its higher conversion potential indicates a valuable opportunity for businesses focusing on intent-driven marketing.
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Interesting Facts

  • ChatGPT sessions grew by 1,079% in 2025.
  • Average order value for ChatGPT is lower than for organic search.
  • GA4 data might understate ChatGPT's influence due to attribution gaps.
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Business Opportunities

European SMBs can explore integrating AI to refine customer journeys and drive higher conversion rates. The current low traffic volume from ChatGPT presents an opportunity for early adopters to gain a competitive edge.
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LAZYSOFT Recommendations

LAZYSOFT recommends European SMBs to invest in AI-driven customer interaction tools to enhance conversion rates. Embrace emerging technologies to create a seamless customer experience while capturing valuable insights through post-purchase surveys.