ChatGPT is now 20% of Walmart’s referral traffic — while Amazon wards off AI shopping agents

This article was first published by Digiday sibling ModernRetail

ChatGPT has emerged as a top driver of referral traffic to retailers’ websites, giving companies like Walmart, Target, Etsy and eBay a fresh source of online shoppers, while Amazon has chosen to sit out.

Data from Similarweb, a web traffic analytics company, shows that one in five of Walmart’s referral clicks in August came from ChatGPT, up 15% from July. Other retailers are seeing a lift, too: ChatGPT now drives more than 20% of referral traffic to Etsy, nearly 15% to Target and 10% to eBay.

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