How AI Chatbots Are Changing Online Shopping Forever

Shoppers are going to be clicking on the one in the middle a lot more in the future. getty

A Tsunami of Adoption AI vs The Early Internet

To understand the speed of the current AI revolution, it helps to look back. In 1991, there were fewer than three million internet users in the U.S. By 2024, that number ballooned to 322 million. Similarly, in 1999, internet sales accounted for a mere half of one percent of total retail revenue.

Now, consider ChatGPT. Launched in late 2022, it attracted one million users in just five days. By mid-2025, an estimated 87 million people in the U.S. had used it, with the number of queries growing by 70% in the first half of the year alone. With over 85% of Americans already shopping online, the migration of shopping research to chatbots like ChatGPT, Perplexity, and Google Gemini seems not just likely, but inevitable and rapid.

The Current State of AI-Powered Shopping

Currently, shopping-related searches on ChatGPT are still in their infancy. The National Bureau of Economic Research (NBER) reports they make up about 2.2% of all searches. However, other sources like Bain & Company suggest the figure is closer to 9%. Regardless of the exact number, it's clear there is significant room for growth.

Usage patterns are also shifting dramatically. While work-related questions dominated in early 2024, by mid-2025, non-work queries made up 73% of the total. The most popular uses now include:

• Writing: Creating, editing, and critiquing text.
• Practical Guidance: How-to guides, tutoring, and advice on health, fitness, and beauty.
• Technical Help: Software coding, mathematical calculations, and data analysis.
• Image Creation and Analysis

It's important to note that you cannot yet make a direct purchase within ChatGPT. The platform serves as a powerful research tool, after which users must navigate to a traditional browser to complete their transaction.

Who Is Driving the AI Shopping Trend

Early adopters of ChatGPT were primarily male, but the user base has since balanced to a near 50/50 split, with a slight majority of female users. According to NBER, the most active demographic is the 18-25 age group, which accounts for nearly half of all queries. These younger consumers are far more likely to use the tool for personal tasks rather than work, which strongly suggests they are the vanguard of AI-driven shopping research. This aligns with feedback from retailers who are already tracking how users arrive at their online stores.

The Inevitable Explosion of Chatbot Commerce

Given the rocketing growth of ChatGPT and the high user satisfaction rates reported by NBER, the current trickle of shopping-related queries is poised to become a flood. As the technology becomes more mainstream, it will attract older demographics and be used for a wider variety of product searches. This isn't a change that will take decades; the current trajectory suggests that AI-powered shopping will be a dominant force in retail in the very near future.

An Industry Unprepared The Retail Readiness Gap

So, who is ready for this shift? The short answer is: almost no one. While consumers are actively experimenting with AI for product discovery, most brands and retailers are still in the early stages of testing. The industry's conversation around AI has predominantly focused on internal operational efficiencies, not on the new reality of how to attract and direct customers to their products through chatbots.

What marketing strategies will be effective in this new landscape is still a massive unknown. The tactics that work today may not work tomorrow as more consumers and brands flood the space. This creates a moment of immense risk and opportunity. Brands that are agile and willing to experiment can leapfrog competitors, while those who stick to the old playbook of Google and social media ads may find themselves left behind.

Why This Is a Critical Moment for Brands

The fundamental habits of consumers are changing faster than corporate strategy can keep up. Just as search engines and social media platforms rewrote the rules of retail, AI chatbots are set to reset the board once again. This new era demands rapid experimentation and adaptation. Waiting for a proven, well-defined strategy is a luxury no brand can afford. The revolution is already underway, and the winners will be those who act now.