As traffic coming from ChatGPT, Gemini or Perplexity to e-commerce websites jumped by 390% last year, retailers are losing control of their audience and consumers now trust LLM (38%) more than traditional advertising (37%) or brands’ accounts on social networks (25%). Exclusive data from Euromonitor International and figures from several retailers map out the reality of this shift.
According to Euromonitor International, in May 2026, generative AI engines accounted for 2% of total traffic to product pages on e-commerce websites, a level identical to December last year. “But between January and December 2025, traffic coming from LLM to product pages increased by 390%, said Michelle Evans, Retail and Digital Shopper Insights Director at Euromonitor International.“While during the same period, other traffic sources only grew by 40%.” This figure was confirmed to mind Retail
…Do you have information to share with us?
Article authors
Sophie Baqué
Chief Editor of mind Retail