AI-powered tools have dramatically transformed how consumers find and purchase products online, with referrals to e-commerce platforms skyrocketing 302% in just one year according to new research.
Key Takeaways
- AI referrals to e-commerce sites increased 302% from January to December 2025, vastly outpacing the 23% growth from other referral sources
- The e-commerce sector is projected to exceed US$595 billion in value by 2028
- Nearly half of existing US skincare brands could lose relevance as consumers increasingly discover products through AI tools
Unprecedented Growth in AI-Driven Shopping
A comprehensive survey by Euromonitor International reveals that referrals from AI tools to e-commerce platforms grew by 302% between January and December 2025. This remarkable increase dwarfs the modest 23% growth observed from traditional referral channels during the same period.
The findings indicate a fundamental shift in consumer behavior that could have far-reaching implications for online retailers and affiliate marketers across sectors, including the online gambling industry where product discovery and player acquisition strategies are constantly evolving.
“Unlike earlier evolutions such as social commerce or livestreaming, AI-powered search is rewiring how consumers discover brands, evaluate choices and make purchasing decisions online,” said Rabia Yasmeen, global insight manager for e-commerce at Euromonitor International.
Established Brands Face Disruption
The research suggests that even market leaders may be vulnerable to this technological shift. According to Yasmeen, the rising prominence of AI tools could threaten established brands’ market positions as consumer attention patterns change.
In a particularly telling example, the survey found that nearly half of existing US skincare brands risk losing relevance as consumers increasingly rely on AI tools for product discovery. This pattern could similarly affect how players discover online gambling platforms, potentially disrupting traditional affiliate marketing channels.
Streamlined Discovery Process
Perhaps most significantly, AI has fundamentally altered the consumer journey. Before AI’s widespread adoption in e-commerce, shoppers typically followed a multi-step process: searching for products, browsing options, and comparing alternatives before making a purchase decision.
AI technology has compressed these distinct steps into a single, seamless interaction. “The interaction has changed from typing keywords and scrolling through listed products to a conversational platform asking questions in natural language and expecting a precise, context-aware answer,” concluded Yasmeen.
This streamlined approach mirrors developments in the online gambling sector, where AI-powered recommendation engines are increasingly helping players find games and betting options tailored to their preferences without extensive searching.
With the e-commerce sector projected to exceed US$595 billion in value by 2028, these AI-driven changes represent both challenges and opportunities for marketers and retailers across all digital commerce categories.
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