The share of AI assistants in revenue is higher than their share in e-shop traffic.
On August 14, 2025, we presented the results of a unique survey in which we analyzed the share of traffic from AI assistants in e-commerce, which we at ui42 compiled from a sample of 80 e-shops.
Although in this survey, the share of e-shop traffic from AI assistants for July 2025 - specifically the most widely used ChatGPT, represents only 0.26%, in terms of the turnover share of these e-shops, it is already a more interesting figure, namely 0.55%.
AI assistants bring higher quality traffic
This means that customers coming through AI tools are of higher quality, more informed, have done some research, and know what they want. Therefore, they complete their purchases more often than average.
“These numbers prove that AI assistants are not just a technological curiosity. Even though it seems like a negligible segment of traffic, their impact on business results is real and significant, so even a small assistant can put on a big show,” says Martin Krupa, co-founder of ui42.
Traffic volume is not the only important performance indicator of a channel
The trend clearly shows that e-commerce companies should also monitor smaller sources of traffic – and evaluate them not only by the number of clicks but primarily by the quality of customers and the value of orders. Do not neglect SEO and optimization for AI assistants, because the future of e-commerce clearly leads to artificial intelligence.
