AI assistants are sending extra consumers to retail web sites as Google, OpenAI, and retailers develop procuring instruments that join product discovery with service provider product information and checkout techniques.
Adobe Digital Insights discovered that AI-driven visitors to US retail web sites elevated 138% yr over yr in Could 2026. AI-referred consumers generated 53% extra income per go to and transformed at a 54% increased price than visitors from non-AI sources in the course of the month.
Reuters reported not too long ago that retailers together with Walmart, Ulta Magnificence, and Wayfair are adjusting their on-line operations as consumers use providers corresponding to ChatGPT and Google’s Gemini to analysis merchandise. Many need purchases to stay inside their very own commerce techniques, the place they’ll retain info on searching habits, basket sizes, and former purchases.
That info helps capabilities together with product suggestions and loyalty programmes. Retailers interviewed by Reuters mentioned sustaining the transaction on their very own platforms additionally preserves the direct relationship with the shopper.
Adobe’s information additionally exhibits a change within the high quality of AI-referred visitors. In March 2026, guests arriving from AI providers transformed 42% higher than non-AI visitors, in contrast with March 2025, when AI-referred visitors transformed 38% worse.
A March survey of greater than 5,000 US customers carried out by Adobe discovered that 39% had used AI assistants for on-line procuring. Of these respondents, 85% mentioned AI assistants had improved their on-line procuring expertise.
AI procuring strikes nearer to checkout
Google launched Common Cart in Could, permitting consumers so as to add merchandise whereas utilizing providers together with Search and Gemini. Shoppers can full supported purchases utilizing Google Pay or switch merchandise to a retailer’s web site earlier than trying out.
Google mentioned retailers stay the service provider of document whatever the checkout route. Common Cart also can use payment-method advantages, loyalty info, and service provider affords saved in Google Pockets.
Nike, Sephora, Goal, Ulta Magnificence, Walmart, and Wayfair are among the many retailers Google mentioned would assist chosen checkout options via its Common Commerce Protocol, or UCP. The corporate mentioned Common Cart was rolling out throughout Search and Gemini within the US in the course of the summer season, with YouTube and Gmail to observe.
Wayfair was one of many retailers that helped develop UCP. The retailer mentioned its integration allows eligible prospects to take a look at from Wayfair with out leaving Google’s interface, whereas Wayfair stays answerable for pricing, fulfilment, and buyer assist.
Ulta Magnificence can be connecting its commerce techniques with Google’s AI providers. The retailer introduced in April that its assortment would grow to be shoppable via AI Mode in Search and the Gemini app, whereas Ulta AI launched on Ulta.com.
Ulta mentioned its assistant attracts on insights from greater than 46 million members to supply personalised procuring steerage. Reuters additionally reported that the retailer is working with Google to include procuring carts and its Ulta Magnificence Rewards programme into procuring experiences inside Gemini.
“We at all times need to be wherever our visitor is,” Josh Friedman, Ulta Magnificence’s head of digital and e-commerce, mentioned. Ulta is seeing twice the conversion and buy intent from consumers discovering its merchandise via Gemini and ChatGPT, in response to Reuters.
Walmart can be collaborating in exterior AI procuring providers whereas growing experiences by itself digital properties. Walmart and Google mentioned their Gemini integration will enable prospects to hyperlink their accounts, obtain suggestions primarily based on earlier on-line and in-store purchases, and mix new objects with current Walmart or Sam’s Membership carts.
Product information for AI discovery
Retailers are additionally addressing how their product info is accessed by AI techniques. Adobe analysed US retail websites utilizing its AI Content material Visibility Checker, which measures the proportion of webpage content material the instrument determines is readable by AI techniques.
Retail homepages recorded a mean visibility rating of 75%, whereas class pages averaged 74% and particular person product pages 66%. Buyer-service pages scored increased at 79%.
Adobe’s later evaluation discovered that cosmetics led the retail classes it assessed for AI quotation readability, which Adobe attributed partly to editorial, instructional, and customer-service content material.
Structured product feeds present one other route for retailers to produce info on to AI procuring providers. OpenAI’s Agentic Commerce Protocol permits retailers to supply product information to be used in ChatGPT’s search and procuring experiences.
OpenAI says retailers can provide feeds containing info corresponding to descriptions, costs, stock, photos, and fulfilment choices. Its documentation requires repeatedly refreshed feeds so ChatGPT can show present product info, together with value and availability.
OpenAI additionally developed specs for checkout integrations through which ChatGPT collects purchaser, supply, and fee info whereas the service provider’s techniques deal with the transaction. The service provider validates the order, calculates tax, processes the fee via its current supplier, and decides whether or not to simply accept the order.
The corporate modified its broader procuring method in March after concluding that the preliminary model of Immediate Checkout didn’t present sufficient flexibility. OpenAI mentioned retailers would be capable to use their very own checkout experiences whereas it targeted on product discovery, though deeper native integrations stay out there via ChatGPT apps.
OpenAI says it isn’t the service provider of document beneath the Agentic Commerce Protocol.
Measuring AI visibility
The growth of AI procuring can be producing new measurement instruments for retailers. Google’s AI efficiency insights report in Service provider Heart measures how manufacturers seem throughout AI Mode and AI Overviews.
The report, at present in pilot with a restricted variety of US Service provider Heart accounts, contains share-of-voice information that compares a service provider’s visibility with opponents. Google separates conversational procuring queries into discovery, analysis, and buy levels.
Service provider Heart also can floor frequent question varieties and establish product attributes, corresponding to dimension, color, or materials, that seem in AI procuring searches however are lacking from a retailer’s structured product information. The present report covers natural AI visitors and doesn’t embody paid promoting visitors.
(Photograph by Eduardo Soares)
See additionally: Michaels says AI procuring assistant greater than doubles conversions
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