Generative AI Fuels Rapid Growth in Retail Web Traffic

Recent analytics reveal that generative artificial intelligence (GenAI) is reshaping online consumer behavior. Adobe Analytics reported that visitors arriving via GenAI-powered chat interfaces have been doubling every two months since September 2024, signaling a transformative shift in how shoppers discover retail sites.

Key Growth Trends

Explosive Traffic Increases:

• Retail platforms experienced a 1,200% surge in traffic from GenAI sources between July 2024 and February 2025.
• Travel, leisure, and hospitality websites saw an even more impressive 1,700% increase.

• Banking sites also recorded a 1,200% uptick in traffic driven by GenAI.

Enhanced Engagement:

• GenAI users tend to spend 8% more time on retail websites.
• They navigate through 12% more pages, indicating a deeper engagement with content.

Consumer Behavior and Conversion Trends

Although GenAI-driven interactions boost website engagement, conversion rates tell a nuanced story. The data indicates that GenAI visitors are 9% less likely to make an immediate purchase compared to visitors from other channels. However, this conversion gap is gradually narrowing. In July 2024, the gap was about 43%, suggesting that the role of GenAI in the consumer journey is evolving from initial product discovery to facilitating transactions.

Industry Insights and Real-World Impact

Industry experts have observed that GenAI is not only a tool for product recommendations and price comparisons but is quickly becoming an essential component of the shopping process.

• Streamlining the Shopping Experience: Retailers are leveraging AI-powered tools like ChatGPT to help consumers more efficiently navigate product selections and deals.
• Empowering Consumer Research: With AI handling the vast task of comparing flights, prices, and other services, shoppers can enjoy a more informed and streamlined decision-making process.

Future Implications

As GenAI continues to gain popularity, its integration into retail and other industries is expected to deepen. The steady improvement in engagement rates and narrowing conversion gap suggest that shoppers will increasingly rely on AI not only for research but also for making purchases. This trend marks a pivotal shift in digital commerce, where AI becomes a trusted shopping assistant guiding consumers every step of the way.

Conclusion

The ongoing growth of GenAI traffic highlights its rising influence in shaping online retail trends. Although users currently demonstrate a cautious approach to immediate purchases, the narrowing conversion gap indicates a gradual shift towards seamless, AI-assisted buying experiences. As retailers adapt to this evolving landscape, the potential for AI to redefine commerce remains immense and full of promise.