How do the new virtual assistants work?

AI-powered assistants rely on advanced machine learning algorithms and vast datasets to provide increasingly detailed answers to questions.

Beyond generating responses, some of these tools are now integrated with search and shopping functionalities. For instance, since October, ChatGPT has gained the ability to browse the web and suggest pages and products. Amazon’s AI assistant (Rufus beta) allows app users to ask questions about products and receive answers based on reviews and detailed descriptions. Meanwhile, Perplexity stands out for its direct integration with Shopify, streamlining the transition from information to purchase.

The impact on ecommerce

We analyzed the aggregated traffic of different ecommerce platforms, focusing on referral sessions originating from tools like ChatGPT, Perplexity, Gemini, and Copilot. We observed a significant increase in sessions, particularly from August 2024 onward.

Data indicates a growing trend, with sessions rising by an average of 165% during the September, October, and November quarter (a figure also confirmed in early December). Leading this trend among major industries are Hard Goods (Consumer Electronics) and Sport, which began their growth as early as June 2024. They are followed by Luxury, Home & Design, and Fashion, which started gaining traction in August.

While traffic growth is evident, conversion rates across the monitored ecommerce platforms vary widely: some platforms report rates as high as 5%, whereas the overall average is 0.31%.

Despite these relatively low numbers, they signal a growing interest, particularly among users more inclined to experiment with new technologies.

What do these data tell us? 

ChatGPT stands out as the leading player in the sector, thanks to its wide adoption and the significant traffic it generates.

Perplexity, while driving a smaller share of visitors, shows promising signs, especially considering the recent launch of its Pro version and its relatively lower brand awareness.

Gemini, despite being backed by Google, still struggles to effectively integrate into independent product searches. This may be due to a commercial strategy by Google, which appears to favor Gemini’s integration into the AI overview of its SERPs, where it can leverage tools and services likely better suited to monetizing user searches.

In short 

Although the use of AI for product search and online shopping is growing, data indicates that the process is still in its early stages. Variable conversion rates and increased referral traffic suggest that AI adoption in ecommerce is promising but not yet established.

The behavior of early adopters is driving this growth, but mass adoption will depend on several factors, including user awareness, the integration of AI features into traditional search engines, and the evolution of the technology itself. While the signs are positive, it is currently difficult to predict when AI will become a fully established shopping channel. However, it will be fascinating to observe how these tools evolve and reshape our habits in the coming months.