Generative AI Drives 1,200% Surge in E-Commerce Traffic, Reshaping Online Shopping

Consumers increasingly rely on AI-powered tools for research and purchases, as retailers invest heavily in AI technologies to meet shifting behaviors.

Generative AI-powered traffic to U.S. e-commerce sites grew 1,200% in February 2025 compared to six months earlier, with engagement metrics significantly higher than traditional traffic sources.
Consumers predominantly use AI tools for product research (55%), recommendations (47%), and deal hunting (43%), with 39% already adopting AI for shopping and 53% planning to use it this year.
Conversion rates from AI-driven traffic are improving, with purchases now only 9% less likely than traditional sources, a marked improvement from 43% less likely in July 2024.
Retailers are responding to this shift, with 97% planning to increase AI investments and 89% actively piloting or using AI projects, according to industry surveys.
AI search tools are emerging as a transformative alternative to traditional search engines, driving higher engagement and reshaping how consumers discover and interact with products online.