AI-powered shopping traffic to U.S. retail up 4,700% year-on-year

Today’s consumers are increasingly turning to generative AI-powered discovery to research products, uncover discounts, and discover gift ideas — making these tools a central part of the online shopping experience. Adobe’s latest data reveals a dramatic surge in AI-driven traffic to U.S. retail sites, with July 2025 seeing a 4,700% year-over-year increase. This growth builds on momentum from the 2024 holiday season, when Cyber Monday alone saw a 1,950% spike in traffic from AI-powered search tools.

Adobe’s insights are based on over one trillion visits to U.S. retail sites, making it the most comprehensive dataset of its kind. A companion survey of 5,000 U.S. consumers adds further context, showing that 38% have already used AI discovery tools for shopping, and 52% plan to do so this year. They’re using AI for a range of tasks — from product research and recommendations to deal hunting, shopping list creation, and even virtual try-on.

AI-powered search cements its role in online shopping

While AI traffic remains smaller than traditional channels like paid search or email, its growth trajectory is undeniable. More importantly, AI-referred shoppers behave differently — and more intentionally. Compared to non-AI traffic sources, these shoppers are more engaged. Adobe’s data shows that AI-referred shoppers:

• Spend 32% longer on sites
• View 10% more pages
• Bounce 27% less

These are not casual browsers. They are research-driven consumers who arrive knowing what they want.

The survey reinforces this behavior. Of those who have used AI for shopping, 85% say it improved their experience. A striking 73% cite AI as their primary source of product research, and 83% say they are more likely to use AI for larger or more complex purchases. This shift in behavior is already reshaping how retailers think about engagement and conversion.

Historically, traffic from AI sources converted less often than other channels. But that gap is narrowing. In July 2025, AI-referred traffic was 23% less likely to convert than non-AI traffic, down from 49% in January and 38% in April. This trend suggests growing consumer comfort with completing purchases directly after an AI-powered interaction. As a result, AI-driven revenue-per-visit has surged, increasing by 84% from January to July 2025. Today, an AI-referred visit is worth just 27% less than a non-AI visit, compared to 97% a year ago.

Mobile is playing a growing role in this shift. In July, 26% of AI traffic came via mobile, up from 18% in January. This increase points to more impulse-driven shopping behavior and suggests that AI-powered experiences are becoming more accessible and integrated into everyday consumer habits.

Fundamental shifts in discoverability

AI isn’t just another channel. The use of the technology is a fundamental shift in how consumers discover and engage with brands. The rise of AI agents marks the beginning of a new era where conversational platforms become the new front door to discovery. For brands, this means rethinking how they optimize content, measure performance, and structure customer journeys.

The infrastructure shift is already underway. Categories like consumer electronics are leading in AI visit share because complex purchases benefit most from AI research. But every vertical will follow. The question isn’t if — it’s when.

For brands that have built strong visibility in the current digital economy, the metrics may look unfamiliar. It may feel like the early days of digital all over again — equal parts exhilarating and daunting. But the opportunity is clear: Those who adapt their strategies now will be best positioned to lead in the next decade.

For more reports from Adobe Digital Insights on the changing digital economy, visit here.

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About the author:
Vivek Pandya is director of Adobe Digital Insights (ADI), which publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries.