- $5.50higher average order value from AI traffic than the site average
- 5%+conversion rate from AI traffic, below a site average of more than 10%
- 95%of AI referral traffic comes from ChatGPT (about)
The good part
Edible Brands is a large US gifting retailer, No. 182 in the Digital Commerce 360 Top 1000. Chief digital officer Erica Randerson said AI is still a small slice of its traffic, less than 10%, and ChatGPT accounts for about 95% of it.
Those shoppers spend more. The average order from AI traffic is $5.50 greater than the site average, and Randerson said AI traffic seems a little more immune to the pull of lower-priced goods.
“But I will say: That's lower than our site average.”
The less good part
AI visitors convert at more than 5%, which Randerson called strong. But it is lower than Edible's site average of more than 10%. She put that high average down to the kind of store Edible is: people arrive to buy a gift, usually knowing who it is for.
“We have a high intent audience. They're coming in knowing who they're shopping for most of the time.”
What other stores can take from this
- Compare AI shoppers with your own average. At Edible they looked strong on their own but converted below the site's usual rate.
- Know your baseline. Edible's regular shoppers already arrive with a clear goal, which is why its normal conversion rate is so high.
- Look at order value too. Even with lower conversion, Edible's AI orders were $5.50 bigger on average.
Worth knowing: A mixed result: AI shoppers spend a little more per order but convert below the site's usual rate. Results like this vary from store to store.
Source
“How AI referrals are impacting traffic at 4 online retailers”
Read the original article (opens in a new tab)Edible Brands is not a GEO customer. This page is our summary of Digital Commerce 360's reporting. The figures and quotes are theirs.
