One of the biggest questions we hear from e-commerce brands right now is: how quickly is ChatGPT becoming a key traffic channel?
Our first report, released in June 2025, compared organic search traffic to ChatGPT traffic from June 2024 through May 2025. Since then, growth has remained steady and has accelerated in recent months. To keep the data current, we’ve updated our benchmarks to include June, July, and August 2025.
Why We Expanded the Benchmarks
When ChatGPT first introduced shopping features in spring 2025, we saw a noticeable acceleration in referral traffic. Brands that previously saw only a handful of visits suddenly began averaging dozens, and in some cases thousands, of store visits per month from ChatGPT.
Including the summer months in our benchmarks gives us a clearer view of how this momentum is compounding. By extending the timeline, we can better show both the long-term trend (growth since June 2024) and the sharp uptick that followed the shopping rollout.
What This Means for E-Commerce Teams
Updating these benchmarks reinforces two key points:
- ChatGPT is no longer an experiment, it’s becoming a measurable discovery channel.
- Tracking it separately from organic search is essential if you want a true picture of performance.
Brands that understand this early will be better positioned to adapt their content strategies for AI-driven discovery.
How ThoughtMetric Helps
We’re actively tracking ChatGPT traffic across hundreds of e-commerce stores and will continue to release updated benchmarks as this channel evolves. With ThoughtMetric, you can:
- Break down ChatGPT vs. search traffic
- Compare conversion rates across channels
- Attribute sales to ChatGPT sessions
- Monitor growth over time
Access the Full Report
For a deeper breakdown of traffic benchmarks, conversion performance, and what the shift to AI-driven discovery means for your brand, check out our full September edition report.
FAQs
Does ChatGPT traffic actually convert?
Yes. Across 100 e-commerce stores, ChatGPT traffic converted at 6.7%, compared to 3.9% for Google Search. This suggests ChatGPT visitors often arrive with stronger purchase intent.
Yes. Across 100 e-commerce stores, ChatGPT traffic converted at 6.7%, compared to 3.9% for Google Search. This suggests ChatGPT visitors often arrive with stronger purchase intent.
Is ChatGPT traffic reliable enough to plan around?
While it’s still early days, the consistent growth and higher conversion rates show ChatGPT can be a valuable supplemental channel. It’s not replacing search, but it’s emerging as a discovery channel worth tracking.
While it’s still early days, the consistent growth and higher conversion rates show ChatGPT can be a valuable supplemental channel. It’s not replacing search, but it’s emerging as a discovery channel worth tracking.
What types of content perform best in ChatGPT?
Clear, structured product information, FAQs, reviews, and high-quality descriptions tend to surface more often. Conversational and trustworthy content is key.
Clear, structured product information, FAQs, reviews, and high-quality descriptions tend to surface more often. Conversational and trustworthy content is key.
How can I track ChatGPT traffic for my store?
Tools like ThoughtMetric let you segment traffic from ChatGPT, monitor conversion performance, and attribute revenue. This way you can see exactly how ChatGPT is contributing alongside search and other channels.
Tools like ThoughtMetric let you segment traffic from ChatGPT, monitor conversion performance, and attribute revenue. This way you can see exactly how ChatGPT is contributing alongside search and other channels.
Should e-commerce brands change their SEO strategy because of ChatGPT?
Brands should continue optimizing for Google, but they also need to think about how AI platforms interpret content. Structured data, clear product details, and strong brand presence will matter more as AI-driven discovery grows.
Brands should continue optimizing for Google, but they also need to think about how AI platforms interpret content. Structured data, clear product details, and strong brand presence will matter more as AI-driven discovery grows.
What’s next for these benchmarks?
The ThoughtMetric team will continue to expand the dataset and release updated benchmarks as the channel evolves. Tracking will remain ongoing as ChatGPT’s role in discovery grows
The ThoughtMetric team will continue to expand the dataset and release updated benchmarks as the channel evolves. Tracking will remain ongoing as ChatGPT’s role in discovery grows
