A new study from Swedish digital agency Adrelevance reveals that AI-driven search converts 72% better than traditional Google searches for e-commerce. Conducted between 24 May and 22 June 2025, the analysis was based on aggregated data from multiple Swedish e-retailers and signals a shift in consumer behaviour.
© Mikhail Primakov | Dreamstime
While Google still dominates in search volume, AI tools such as ChatGPT, Gemini, and Perplexity are delivering more precise answers directly in the search interface. This results in fewer clicks but more qualified visitors, according to Hektor Jeppesen, Senior SEO Specialist at Adrelevance.
Jeppesen noted that AI does not necessarily increase overall traffic, but it captures search intent more effectively. The findings echo an earlier Ahrefs study, which showed AI-generated traffic converting 23 times better than traditional organic traffic.
For e-retailers, this shift means visibility in AI responses is becoming crucial. Jeppesen advises brands to refine their product data, highlight relevant attributes, and ensure their offerings are considered in AI-generated results. He emphasised that "clarity, relevance and uniqueness" are key to standing out, with distinctive products and messaging offering a clear advantage in the evolving search landscape.
Source: www.ehandel.se