Skip the browse, hit buy: why AI is bypassing the retail front door

AI-driven shopping is growing exponentially. Over half of users have already replaced traditional search engines with generative AI platforms, like ChatGPT, to discover products, receive tailored recommendations, compare prices, and read reviews. 

With generative AI platforms now blurring the lines between search engine, personal assistant, and retail concierge, AI is transforming the shopping experience into one that’s smarter, faster and more personal.

But what does this shift in shopper behaviour mean for retailers, and how will AI-driven shopping impact their e-commerce approaches?

Delegating decision-making

Firstly, let’s address why ChatGPT has become so coveted. Ultimately, humans are lazy. We get easily overwhelmed by information and crave simplicity. ChatGPT, designed to present information in a conversational way, satisfies that very craving.

Instead of spending time evaluating and analysing information, many people are delegating their System 2 thinking to AI — removing the slow and analytical portion of our decision-making to solve problems and reach conclusions faster.

That means ChatGPT is particularly prominent in the consideration stage of the decision-making process. Once users become aware of a need, they turn to the chatbot to do the information gathering for them. They enter a prompt, and the platform presents different content, media, and websites to help users evaluate and make a decision.

The impact on discovery and search

Unlike Google, OpenAI is aiming to deliver a highly personalised shopping experience that’s not dominated by advertising (for now). ChatGPT remembers users’ previous questions and prompts, and aligns its recommendations with their preferences — aiming to become more and more knowledgable, and therefore helpful.

Unlike a typical search engine, when shoppers use ChatGPT to discover a specific product, it often links them directly to the product detail page. Traditionally, users may first land on a website homepage, category listings, or blog content, meaning there are more stages in the customer journey to find a product that fits their needs.

What difference does this make? Well, whilst Google still dominates in product search traffic, referrals from ChatGPT convert at much higher rates. When a shopper clicks a link on ChatGPT, they’re often entering the website directly at the point of decision, with intent, and are therefore ready to make a purchase.

The art of being discovered 

With a large amount of traffic referred from AI that’s also converting at a higher rate, there’s an immense opportunity for retailers to optimise their e-commerce strategy to ensure AI is recommending their content and converting customers at the right time. 

Here are a few ways retailers can do this:

• Product pages need to work harder. Educate consumers quickly with relevant and valuable information, offer trust signals such as ratings, guarantees, and return information, and include strong call-to-actions that encourage engagement.
• Ensure structured data is up to date. Details like product name, price, category and availability should be accurate and accessible, as these are the fields LLMs (Large Language Model) and AI engines rely on to identify and recommend products.
• Make context-rich content. ChatGPT prioritises content that feels trustworthy and informative. Product pages should include trust indicators such as FAQs, comparisons, reviews, and other context-rich content that helps shoppers feel confident in their decision.

What is the role of the traditional retailer?

If ChatGPT is handling search and decision-making, and directing shoppers straight to product pages, what becomes of the rest of the retail experience?

Retailer homepages, inspiration pages and traditional browsing journeys may start to see a decline in relevance — particularly for functional or replenishment shopping where little consideration is needed. These retail front doors may be skipped entirely as AI drops shoppers into the middle of the funnel, right at the point of purchase.

But this doesn’t mean traditional retail loses its place, it just needs to shift its role.

Brands and retailers, fear not

Retailers still play a critical role in sparking desire and guiding discovery, something AI can’t yet fully replicate. Here’s how:

• Curated storytelling

Brands must lean into storytelling through campaigns, visual merchandising, in-store activations and social content. Don’t just showcase products, create emotional hooks that drive discovery and brand loyalty. Take Dove, for example. Their campaigns and content centred on self-esteem, inner beauty, and confidence have built a real community of women who share the same values. 

• Exclusive experiences

From in-store events and limited drops to community-driven features like reviews or user-generated content, retailers can create moments of exclusivity and connection. Selfridges is a standout here. Their experiential approach, like Sportopia with a 40-ft climbing wall, rooftop Wimbledon screenings, and Snapchat AR lockers, turns shopping into an event.

• Trend leadership

Retailers remain the gatekeepers of style, innovation and culture. Whether it’s ASOS leading the way in fashion inclusivity or Nike shaping sneaker culture through collabs and content, these brands aren’t just selling, they’re influencing. And AI still needs someone to follow.

Up next…

Want to know more about the rapidly evolving shopping experience? Last month, we explored how TikTok Shop is turning content into commerce and making buying easier and more tempting than ever.

Coming soon, we’ll discuss how retailers can evolve their content strategies for the AI-first era, and how to optimise product data and language to meet the expectations of generative search.