AI-Referred Shoppers Are Spending More – Here’s What That Means for E-commerce

For years, search engines and social media have been the primary gateways to online shopping. Today, another source of traffic is growing rapidly: AI assistants.

According to new data from Adobe Analytics, reported by Reuters, shoppers who arrive at retail websites through AI-powered tools are proving highly valuable. Although AI-generated traffic still accounts for a relatively small share of total ecommerce visits, these users spend more time browsing, view more pages, and are more likely to complete a purchase than visitors from traditional channels. Average order values are also higher. 

The findings suggest that AI is beginning to influence not only how people search for products, but also how they shop.

AI Is Becoming a New Discovery Channel

Generative AI tools are increasingly helping consumers research products, compare options, and make purchasing decisions before they even visit an online store.

Instead of opening a search engine and browsing multiple websites, shoppers can ask an AI assistant for product recommendations, gift ideas, or comparisons tailored to their needs. The AI then directs them to relevant retailers.

For e-commerce businesses, this creates a new source of qualified traffic.

Users who arrive through AI recommendations often have already narrowed down their choices. They are not simply browsing; they have received personalized suggestions and are closer to making a purchase.

That helps explain why Adobe’s data shows stronger engagement and higher conversion rates among AI-referred visitors.

Discovery Is Changing Faster Than Checkout

Much of the conversation around AI in e-commerce has focused on chatbots, customer service, and content generation.

The Reuters report points to a different change.

AI is beginning to reshape the very start of the shopping journey.

Instead of competing only for visibility on search engines or social media platforms, retailers may increasingly compete for visibility inside AI assistants and conversational search experiences.

This shift changes how products are discovered.

A shopper asking an AI assistant for “the best ergonomic office chair under €300” or “a lightweight laptop for travel” may never perform a traditional web search at all.

Product Information Plays a Bigger Role

As AI becomes part of product discovery, the quality of product information becomes even more important.

AI assistants can only recommend products they understand.

Detailed specifications, structured attributes, accurate descriptions, high-quality images, and consistent categorization all help AI interpret what a product is and who it is suitable for.

This is particularly relevant as AI systems become better at answering complex questions instead of matching simple keywords.

When consumers describe needs rather than products, AI relies on structured product data to identify the most relevant options.

For brands and retailers, product content is no longer only about improving product pages. It is increasingly helping AI decide which products to recommend in the first place.

Retailers Are Adapting to a New Customer Journey

Although AI-generated traffic remains relatively small today, its rapid growth is attracting attention across the industry.

Retailers are beginning to optimize not only for search engines but also for AI-powered discovery experiences.

At the same time, consumers appear to be growing more comfortable using AI to research purchases, compare alternatives, and explore unfamiliar product categories.

This evolution does not replace traditional e-commerce channels.

Instead, it adds another layer to the digital customer journey.

Businesses that understand how AI recommends products, and how product information influences those recommendations, may gain an advantage as conversational commerce continues to develop.

The Next Click May Come From AI

Adobe’s findings suggest that AI assistants are becoming more than productivity tools.

They are evolving into shopping companions that help consumers move from questions to purchases.

For e-commerce businesses, the opportunity extends beyond adopting AI internally.

It also means preparing products for discovery through AI.

As conversational commerce continues to mature, success may depend not only on ranking well in search engines but also on providing the structured, reliable product information that AI systems use to guide shoppers toward buying decisions.