ChatGPT in E-Commerce: New Insights Compared to Traditional Channels

With the increasing use of large language models (LLMs) such as ChatGPT, a new pathway to online commerce is emerging. Users not only receive information but also direct product recommendations, including links to e-commerce websites. Against this backdrop, Maximilian Kaiser and Christian Schulze examine how this new channel compares with established digital marketing channels.

The study is based on data from 973 e-commerce websites with a combined revenue of around 20 billion US dollars. Over a 12-month period, more than 50,000 customer purchases made via ChatGPT were analysed, alongside over 164 million transactions from traditional channels such as search engines, social media, and direct traffic.

The findings show that ChatGPT currently accounts for only a very small share of overall traffic. At the same time, users who arrive via ChatGPT behave differently from those who arrive via other channels.

Compared to paid social media advertising, ChatGPT visitors perform better, as they are more likely to complete a purchase. However, compared to established channels such as search engines or direct traffic, performance remains lower. ChatGPT, therefore, currently acts as a complementary channel rather than a central sales channel.

A key finding is that ChatGPT performs particularly well for more complex products — those that require more information, comparison, or guidance. For simpler purchasing decisions, its added value is more limited.

Differences are also evident in user behaviour. Visitors arriving via ChatGPT are less likely to leave the website immediately, but they spend less time on the site overall and view fewer pages. This suggests a more focused and goal-oriented search for specific information or products.

Another important finding concerns developments over time. While the likelihood of a purchase via ChatGPT is increasing, the average order value is declining. As a result, improvements in revenue per visit remain moderate overall.

The authors interpret this development as an indication that users are gradually learning how to use ChatGPT within the purchasing process. The channel is therefore still in an early stage of development and is currently used primarily by digitally experienced users for targeted information searches.

Overall, the study shows that ChatGPT is already relevant as a new e-commerce channel, but currently plays a more specialised role. With increasing adoption and further technological development, its importance in digital commerce is likely to grow significantly.