ChatGPT ecommerce traffic converts 31% higher than non-branded organic search

ChatGPT ecommerce visitors transformed 31% greater than non-branded natural search throughout 94 ecommerce websites in 2025, nevertheless it nonetheless drove a small share of income. That’s primarily based on a 12-month GA4 evaluation by Visibility Labs protecting January by December 2025.

Why we care. This information reveals that AI referral visitors converts at a better price than conventional non-branded search visitors, however the quantity stays small. This alerts rising worth, not a substitute channel.

Increased conversion price. ChatGPT visitors transformed at 1.81% vs. 1.39% for non-branded natural (31% greater). It outperformed natural in 10 of 12 months.

• Visibility Labs attributes the upper price to intent compression. Customers usually refine product wants in ChatGPT earlier than clicking. By the point they attain a product web page, they might be nearer to buy than a typical search customer nonetheless evaluating choices.

Key findings. ChatGPT’s conversion benefit is evident, however development is slowing and quantity stays small.

• Large visitors development: ChatGPT visits grew 1,079%, from 1,544 in January to 18,202 in December. Non-branded natural grew 17% over the identical interval.
• Decrease AOV: Common order worth was $204 for ChatGPT vs. $238 for natural, a 14.3% hole.
• Increased income per session: Regardless of decrease AOV, ChatGPT generated $3.65 per session vs. $3.30 for natural (10.3% greater).
• Small income share: ChatGPT drove $474,000 in income vs. $32.1 million from non-branded natural — 1.48% of natural income, rising to 2.2% within the second half of 2025.
• Development tied to product updates: Visibility Labs hyperlinks the first-half spike to purchasing carousel options launched in April 2025. Development started flattening round August.
• Nonetheless dwarfed by natural: Non-branded natural visitors was 70x bigger than ChatGPT total, narrowing to 47x in This fall. Early 2025 volatility included months with simply 15 to 37 ChatGPT-attributed conversions, limiting statistical confidence till midyear.

The attribution hole. GA4 referral information possible understates ChatGPT’s affect. In response to Visibility Labs:

• Many customers get product suggestions from ChatGPT, then seek for the model or product on Google earlier than buying. These conversions are sometimes attributed to branded natural search.
• Arrange post-purchase surveys to higher seize AI-influenced income.

In regards to the information. Visibility Labs analyzed 12 months of GA4 information (January to December 2025) from 94 seven- and eight-figure ecommerce manufacturers, evaluating 9.46 million non-branded natural periods to 135,000 ChatGPT referral periods. The research excluded homepage and weblog visitors to give attention to commercial-intent visits extra prone to consider and buy merchandise.

The report. ChatGPT Traffic Converts 31% Better than Non-Branded Organic Search (94 eCommerce Sites Analyzed)