ChatGPT Drives 28% Increase in Retail App Referrals

ChatGPT's Rising Role in E-commerce Referrals

Recent data highlights the increasing impact of ChatGPT as a source of traffic for online retailers. However, the current proportion of e-commerce referrals originating from the AI chatbot remains relatively small.

Growth in ChatGPT Referrals During Black Friday

A new analysis conducted by Apptopia, a mobile app insights company, reveals a 28% year-over-year increase in ChatGPT referrals to retailer mobile applications. This growth occurred over the Black Friday shopping period, spanning from Thanksgiving Day through the following Sunday.

Dominance of E-commerce Giants

The benefits of ChatGPT-driven traffic appear to be disproportionately favoring larger e-commerce platforms like Amazon and Walmart. This trend suggests a potential for further market consolidation.

Amazon’s share of referrals from ChatGPT has risen significantly, growing from 40.5% in 2024 to 54% this year. Walmart also experienced substantial gains, with its share increasing from 2.7% to 14.9% over the same period.

Data Collection Methodology

Apptopia’s findings are based on data collected from a U.S. consumer panel, tracking observed activity on mobile devices. It’s important to note that these figures are estimates, as the data is not directly sourced from retailers.

For the purposes of this analysis, a referral session was defined as a visit to a retail mobile app that immediately followed (within 30 seconds) a session on ChatGPT.

Overall Referral Market Share

Despite the notable increase since 2024, ChatGPT referrals still represent a minor portion of the overall e-commerce referral landscape. Only 0.64% of all ChatGPT sessions on Black Friday resulted in a referral to an e-commerce app last year.

This percentage saw a slight increase to 0.82% this year, indicating continued, but moderate, growth in AI-driven shopping.

Defining a Referral Session

A referral session was identified when ChatGPT either suggested a product for purchase or when a user clicked a direct link within their chat session, leading them to a retail application.

Corroborating Data from Adobe

Apptopia’s research aligns with findings from Adobe, which reported an 805% year-over-year increase in AI traffic to U.S. retail websites on Black Friday. Shoppers arriving from AI chatbots demonstrated a 38% higher purchase likelihood.

Cyber Monday and Overall Holiday Season Trends

Furthermore, Adobe data indicates a 670% increase in AI traffic to U.S. retail sites on Cyber Monday. Throughout the holiday shopping season to date (November 1st to December 1st), AI traffic has surged by 760%.

These statistics collectively demonstrate a growing, though still relatively small, influence of AI on e-commerce consumer behavior.