Shoppers aren’t just Googling anymore — they’re asking AI. According to new data from Adobe, traffic from generative AI-powered shopping links to retail websites surged 4,700% year-over-year in July 2025. What was once a niche behavior has become a mainstream way for consumers to discover products and compare options.
A Closer Look at the Numbers
Adobe’s data shows that 2.3% of all retail traffic in July came from AI-powered referrals, a figure that was nearly nonexistent a year ago. In Adobe’s companion survey of 5,000 U.S. shoppers, 38% said they have already used generative AI for shopping, and more than half plan to do so this year.
The top use cases include product research, personalized recommendations, deal finding, and even virtual try-ons. Younger consumers lead adoption, but AI usage is broadening across age groups. Retail categories showing the most growth include electronics, apparel, and home goods.
Engagement is also higher. Shoppers referred by AI assistants spend 32% more time on sites, view more pages, and bounce 27% less often compared to non-AI traffic. That may be because AI search is helping them zero in on the products they want faster: 85% of consumers who have tried AI shopping said it improved their experience, and 73% use it as their primary source of product research. Another 83% said they would rely on AI for more complex or higher-value purchases.
Conversion rates are still lower than traditional channels but trending upward. AI-driven traffic was 23% less likely to convert in July, an improvement from 49% in January. Revenue per visit from AI referrals has also increased 84% since the start of the year, according to Adobe.
Why This Matters for Retail Brands
AI assistants are becoming a powerful referral channel. Instead of showing a ranked list of links, they contextualize results, cite specific brands, and even surface in-stock items that match a shopper’s preferences immediately.
For retailers, the risk is clear. Sites that are slow, unstable, or blocked by overly aggressive bot protections may not be included in these AI-driven shopping journeys. At the same time, shoppers who arrive through AI channels are often further along in their decision-making process. They are not browsing casually but instead seeking confirmation before purchasing, which makes site performance and experience even more important.
Preparing For the AI-Powered Shopping Era
Retailers who want to capture this new wave of traffic should focus on three areas.
- Performance: Ensure your site is fast and stable so AI platforms can trust and recommend your content.
- Structure: Make product details, reviews, and policies clear and easy to interpret. Well-structured content is more likely to appear in AI-generated responses.
- Accessibility: Balance bot protection with openness. Blocking AI assistants too aggressively may prevent them from indexing your site and driving referral traffic.
The New Front Door to Your Storefront
AI-powered shopping is already reshaping digital discovery. With adoption climbing and engagement metrics improving, this channel is set to become a major driver of retail traffic.
Brands that invest now in speed, accessibility, and reliability will be the ones consumers — and AI assistants — recommend first.
