What: Despite growing referral traffic from ChatGPT, e-commerce sales remain low compared to established channels, though innovations such as Instant Checkout are expected to enhance performance.

Why it is important: ChatGPT’s low conversion rates highlight persistent barriers to AI adoption in retail, despite increasing traffic and technological advancements.

A recent study analyzing 12 months of data from nearly a thousand e-commerce sites reveals that while ChatGPT is generating more referral traffic, its conversion rates remain significantly lower than those of traditional channels like Google Search, email, and affiliate links. Although ChatGPT accounts for over 90% of all e-commerce traffic from large language models, its share is still less than 0.2% of total traffic, and affiliate links and organic search continue to outperform it in both conversion and revenue per session. The research points to a lack of consumer trust as a key factor, with shoppers often using ChatGPT for research but turning to other sources before making a purchase. However, conversion rates from ChatGPT referrals have shown steady improvement over the past year, and new features such as OpenAI’s Instant Checkout—already active for Etsy and soon expanding to Shopify and Walmart—could help close the gap. Retailers like Princess Polly are embracing these tools for both sales and deeper consumer insights, but the overall impact remains limited by trust and adoption challenges.

IADS Notes: Recent industry analysis from September and October 2025 confirms that retailers are being pushed to adapt to the “answer economy,” where AI agents mediate shopping journeys and require new digital strategies. Trust remains a central issue, as highlighted in November 2024 and October 2025, with privacy and the loss of direct brand interaction slowing adoption. The integration of Instant Checkout with major platforms like Shopify and Walmart marks a significant step, but its success depends on overcoming these trust barriers. Early adopters, particularly Gen Z–focused brands, are leveraging AI for both sales and consumer insights, while OpenAI’s transaction-based monetization strategy continues to spark debate about fair competition and access, as noted in January 2025.

E-commerce sites see low sales from ChatGPT traffic, new study finds