Slovenčina 
Čeština 
Shqiptare 
Österreich 
België 
български 
Bosanski 
Українська 
Eesti 
Македонски 
Türkçe 
Deutsch 
Dansk 
Español 
Français 
Suomi 
Ελληνικά 
Hrvatski 
Magyar 
Schweiz 
Italiano 
Lietuvių 
Latviešu 
Nederlands 
Norsk 
Polski 
Português 
Română 
Srpski 
Slovenščina 
Svenska 
ChatGPT’s rise across Europe has been rapid. Since its launch at the end of 2022, the AI tool has grown to more than 120 million monthly active users. While most people still use it to search for information or get advice, shopping-related questions are no longer a niche use case. With new shopping research features, users can now compare products, read reviews, and receive tailored recommendations, and OpenAI has made clear that commerce will play a bigger role going forward.
But what does this actually mean for online retailers?
To find out, Uptain analysed more than one million e-commerce sessions originating from AI-driven traffic. Their conclusion is sobering: ChatGPT traffic is growing fast, but most shops are not yet set up to benefit from it.
ChatGPT Traffic Is Rising — But It Comes At A Cost
AI-driven traffic still makes up a small slice of total e-commerce visits. According to Uptain’s data, ChatGPT accounts for 1.64 percent of all traffic. On its own, that number may not sound dramatic. What matters more is where it comes from.
ChatGPT does not create an entirely new audience. Instead, users are skipping search engines and comparison platforms and going straight to AI for product research. That shift has the potential to reshape how customers discover brands — and who wins their attention.
Source: uptain.de
Better Than Social Media, Worse Than Search
From a conversion standpoint, ChatGPT sits somewhere in the middle. Its traffic converts at 1.18 percent, outperforming social media channels like Instagram, TikTok, and Facebook. At the same time, it still trails behind Google Search, email campaigns, and classic comparison sites.
As ChatGPT’s share grows, retailers may see strong channels partially replaced by weaker ones – a change that could quietly drag down overall performance if left unaddressed.
Small Baskets, Many Drop-Offs
Where ChatGPT traffic clearly struggles is basket size. The average order value is just €41.89, well below other channels. Uptain points to FOBO — the Fear of Better Options — as a likely cause. Users are happy to ask ChatGPT for advice, but when money is on the line, many double-check elsewhere.
That hesitation shows up in behaviour. Cart abandonment among ChatGPT users reaches 77.45 percent, significantly above the market average.
One key reason: shoppers move from a personalised, conversational AI experience into a generic online store that fails to continue that dialogue.
Source: uptain.de
Mobile Users Set The Rules
One final detail stands out. 76% of ChatGPT traffic comes from mobile devices. For retailers, the message is clear: without fast, intuitive, mobile-first shops, AI traffic will remain more curiosity than conversion.
What This Means For Online Retailers
ChatGPT does not dominate e-commerce yet, but it is already changing how people think about buying. For retailers, the question is no longer if AI will become a real entry point into the shopping journey, but when. Those who adapt early have a chance to gain an advantage. Everyone else risks becoming just another tab the customer closes.
