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

ChatGPT ecommerce traffic converted 31% higher than non-branded organic search across 94 ecommerce sites in 2025, but it still drove a small share of revenue. That’s based on a 12-month GA4 analysis by Visibility Labs covering January through December 2025.

Why we care. This data shows that AI referral traffic converts at a higher rate than traditional non-branded search traffic, but the volume remains small. This signals emerging value, not a replacement channel.

Higher conversion rate. ChatGPT traffic converted at 1.81% vs. 1.39% for non-branded organic (31% higher). It outperformed organic in 10 of 12 months.

• Visibility Labs attributes the higher rate to intent compression. Users often refine product needs in ChatGPT before clicking. By the time they reach a product page, they may be closer to purchase than a typical search visitor still comparing options.

Key findings. ChatGPT’s conversion advantage is clear, but growth is slowing and volume remains small.

• Massive traffic growth: ChatGPT visits grew 1,079%, from 1,544 in January to 18,202 in December. Non-branded organic grew 17% over the same period.
• Lower AOV: Average order value was $204 for ChatGPT vs. $238 for organic, a 14.3% gap.
• Higher revenue per session: Despite lower AOV, ChatGPT generated $3.65 per session vs. $3.30 for organic (10.3% higher).
• Small revenue share: ChatGPT drove $474,000 in revenue vs. $32.1 million from non-branded organic — 1.48% of organic revenue, rising to 2.2% in the second half of 2025.
• Growth tied to product updates: Visibility Labs links the first-half spike to shopping carousel features introduced in April 2025. Growth began flattening around August.
• Still dwarfed by organic: Non-branded organic traffic was 70x larger than ChatGPT overall, narrowing to 47x in Q4. Early 2025 volatility included months with just 15 to 37 ChatGPT-attributed conversions, limiting statistical confidence until midyear.

The attribution gap. GA4 referral data likely understates ChatGPT’s influence. According to Visibility Labs:

• Many users get product recommendations from ChatGPT, then search for the brand or product on Google before purchasing. Those conversions are typically attributed to branded organic search.
• Set up post-purchase surveys to better capture AI-influenced revenue.

About the data. Visibility Labs analyzed 12 months of GA4 data (January to December 2025) from 94 seven- and eight-figure ecommerce brands, comparing 9.46 million non-branded organic sessions to 135,000 ChatGPT referral sessions. The study excluded homepage and blog traffic to focus on commercial-intent visits more likely to evaluate and purchase products.

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

View the full article