Story perspectives

ChatGPT Boosts E-Commerce Traffic, Conversion Rates Lag

10/22/2025

Summary

Story summary

A study by University of Hamburg and Frankfurt School of Finance & Management finds ChatGPT drives traffic to e-commerce sites, while conversion rates remain low.
The analysis used data from 973 sites to show ChatGPT referrals improved over time, though they still lag behind Google Search and affiliate links.
OpenAI's Instant Checkout aims to enhance trust and streamline purchases within ChatGPT, while concerns about data reliability and consumer control persist.

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Story summary

A study by University of Hamburg and Frankfurt School of Finance & Management finds ChatGPT drives traffic to e-commerce sites, while conversion rates remain low.
The analysis used data from 973 sites to show ChatGPT referrals improved over time, though they still lag behind Google Search and affiliate links.
OpenAI's Instant Checkout aims to enhance trust and streamline purchases within ChatGPT, while concerns about data reliability and consumer control persist.