E-commerce sites see low sales from ChatGPT traffic, new study finds

This story was first published by Digiday sibling ModernRetail

ChatGPT is sending more shoppers to e-commerce sites, but most aren’t buying.

A new working paper from researchers at the University of Hamburg and the Frankfurt School of Finance & Management finds that referral traffic from ChatGPT converts far worse than traditional marketing channels such as Google Search, email and affiliate links.

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