AI's Transformation of Online Shopping Is Just Getting Started

"While search engines remain dominant, driving around 80 percent of all search traffic, the rapid rise of AI-driven discovery highlights a fundamental change in how people find and evaluate products.Nearly a quarter of global consumers already rely on generative AI as their main starting point when shopping. As tools become more advanced and trusted across different use cases in everyday life, more consumers will adopt AI for shopping."

"Though still comparatively small, shopping-related generative AI searches grew 4,700 percent between July 2024 and July 2025, with AI supporting inspiration and product comparison - especially helpful in the fashion category where choice abounds.This is impacting brands' traffic sources. According to SimilarWeb, ChatGPT accounted for 16 percent of Zara's and 8 percent of H&M and Aritzia's inbound traffic between June and August 2025. 53 percent of US consumers who used generative AI for search inQ2 2025 also used it to help them shop."

"Unlike paid ads which are clearly sponsored, over 40 percent of consumers say AI responses feel more reliable, while only 15 percent consider them less reliable.Shoppers are therefore increasingly willing to make purchases from AI-based recommendations, as seen in the 84 percent growth in AI-driven revenue per visit on US retail sites between January and July 2025. 41 percent of consumers say they trust generative AI search results more than paid search ads."

Search engines still drive around 80 percent of search traffic, but generative AI adoption as a shopping starting point is rising. Nearly a quarter of global consumers already rely on generative AI when shopping, and 23 percent primarily use it to discover products. Shopping-related generative AI searches grew 4,700 percent between July 2024 and July 2025, aiding inspiration and product comparison, notably in fashion. ChatGPT delivered notable inbound traffic to brands such as Zara, H&M, and Aritzia in mid-2025. Consumer trust in AI is increasing, leading to higher AI-driven revenue per visit and greater purchase willingness. Technical improvements and behavioral data access are reducing hallucinations and improving recommendation relevance.

Read at The Business of Fashion