Recent analysis by Apptopia reveals ChatGPT’s increasing role as an e-commerce traffic referrer, particularly during the Black Friday shopping weekend, where referrals to retailer mobile apps rose by 28% year-over-year. Notably, major retailers like Amazon captured 54% of these referrals, up from 40.5% in 2024, while Walmart’s share climbed to 14.9%. However, AI-driven referrals remain a minor aspect of the overall traffic market, with ChatGPT referrals constituting only 0.82% of all sessions on Black Friday this year, slightly up from 0.64% last year. Apptopia defines a referral session as a mobile app interaction directly following a ChatGPT session. Comparatively, Adobe reported a staggering 805% increase in AI traffic to U.S. retail sites on Black Friday, indicating that users directed by AI were 38% more likely to purchase. Overall, the role of AI in shaping e-commerce, particularly for larger retailers, is becoming increasingly significant during the holiday shopping season.
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