ChatGPT Drives More Holiday Sales, But Amazon and Walmart Win Big

New data reveals a significant surge in ChatGPT referrals to shopping apps over Black Friday. According to analysis from Apptopia, these referrals jumped 28% compared to last year. The shopping weekend stretched from Thanksgiving through Sunday.

This growth highlights the chatbot’s emerging role as a shopping assistant. However, the benefits are heavily concentrated among retail giants. The trend shows AI is beginning to shape consumer habits during key sales periods.

AI Shopping Traffic Skyrockets, Yet Remains a Niche

Despite the notable increase, ChatGPT’s role in e-commerce is still small. Apptopia’s data shows only 0.82% of its Black Friday sessions led to a retail app visit. Last year, that figure was an even smaller 0.64%.

The referrals are defined as a user opening a retail app within 30 seconds of a ChatGPT session. This often happens after the AI suggests a product or the user clicks a shared link. The data is estimated from a U.S. panel tracking mobile device use.

The biggest winners are clear. Amazon captured 54% of all ChatGPT shopping referrals this Black Friday. That is up sharply from 40.5% in 2024.

Walmart saw even more dramatic growth. Its share of these AI-driven referrals soared to 14.9%, up from just 2.7% last year. This suggests the AI is funneling users toward the most dominant online marketplaces.

Broader AI Shopping Trend Confirms Major Shift

Other reports confirm the powerful trend. Adobe Analytics noted an 805% year-over-year surge in AI traffic to U.S. retail sites on Black Friday. Shoppers coming from a chatbot were 38% more likely to make a purchase.

This pattern continued through Cyber Monday. Adobe reported AI traffic was up 670% on that day alone. For the entire holiday season so far, such traffic has risen 760%.

The implications are significant for the retail landscape. Large retailers with vast product catalogs are best positioned to benefit from AI recommendations. Smaller retailers risk being left behind in this new referral channel.

For consumers, it marks a shift in product discovery. People are increasingly turning to conversational AI for gift ideas and deal hunting. This changes the traditional search and social media discovery path.

The data confirms ChatGPT is becoming a tangible force in holiday shopping. Its growing influence as a shopping referral tool is now undeniable. However, the ChatGPT shopping boom is currently amplifying the advantage of e-commerce’s established giants.

Info at your fingertips

How does ChatGPT refer people to shopping apps?

A referral is counted when a user opens a retail app immediately after using ChatGPT. This typically happens if the AI suggests a product or the user clicks a link provided in the chat. The session must occur within a 30-second window.

Why are Amazon and Walmart getting most ChatGPT referrals?

Their dominance is likely due to their vast product ranges and strong brand recognition. When ChatGPT recommends common items, it often links to these major retailers. Their apps are also widely installed, making the click-to-shop journey easy.

Is AI shopping traffic actually significant yet?

While growth rates are huge, the overall volume remains a small niche. Only about 0.8% of ChatGPT sessions led to a shopping app on Black Friday. The trend is important for the future, but traditional marketing channels still drive most traffic.

What does this mean for small online stores?

The current dynamic poses a challenge. AI tools tend to favor large, data-rich retailers with millions of products. Smaller stores may need to optimize their content for AI discovery or find other ways to engage customers directly.