Can you get sales from ChatGPT? Our first numbers from e-commerce

Everyone is talking about traffic from AI. But do the people who come from ChatGPT actually buy anything?

Now we have the first numbers. One of our e-commerce clients got 13 purchases from ChatGPT in 28 days. Not a lot yet – but enough for a pattern to start showing.

The numbers

On average, Google still wins. But in Sweden and Poland, traffic from ChatGPT converts two to three times better.

The average conversion rate for traffic from ChatGPT is 1.33%. Google’s channels, both organic search and Google Ads, sit above 2%. So here, Google still converts better.

But look at the countries. Sweden 6.32%, Poland 6.67%, Norway and Estonia around 5%. Germany, which sends the most visitors, stays under 1%. And all 13 purchases came from five countries.

Take the numbers with a pinch of salt

• Small numbers. 13 purchases is 13 purchases. In Poland, two purchases are enough for 6.67%. One order more or less moves the percentage a lot.
• Not all AI traffic shows up. ChatGPT doesn’t always pass on the source, so some visits land as direct traffic. The real number is probably higher.
• We don’t know what people asked. Did the visitor already know the brand, or find it in the answer? That affects the comparison with Google.

Why does AI traffic convert well?

Our guess: someone who clicks through from ChatGPT has often already compared options and got a recommendation. They arrive further along the buying journey than many searchers. When the answer hits the spot, the purchase is close.

Speed it up with ads

Showing up organically in AI answers takes time. You need good product information, a clear structure and other people talking about you. It pays off, but it doesn’t happen in a week.

If you want speed right away, you can advertise. Since August, ChatGPT shows ads in 31 European countries, including Finland and Sweden. Your product can appear as a card right under the answer – so you get visibility, traffic and purchases from ChatGPT now, while the organic work grows in the background. Read our guide to ChatGPT ads for Christmas and Black Friday.

Three things to do now

1. Measure AI traffic separately. Set up your own channel group for AI assistants in GA4 and follow it by country.
2. Make your products easy to recommend. Clear product texts, structured data and reviews help AI understand what you sell.
3. Test ads where AI traffic converts. Start in the countries where the numbers already look good.

Want to know how ChatGPT traffic converts in your online store, or get started with ChatGPT ads? Leave your details below and we’ll get in touch.

Sources

• Conversion data: Google Analytics 4, a Genero e-commerce client, source/medium chatgpt.com / ai-assistant, 28 days in autumn 2026. Benchmark: the same client’s Google organic and Google Ads over the same period. First shared in Jonathan Björkskog’s LinkedIn post.
• ChatGPT ads in 31 European markets: OpenAI: ChatGPT Ads expands across Europe, August 2026.

About the author

Jonathan Björkskog

I am the Co-founder of Widetoes, a fast-growing multibrand e-commerce store selling wide shoes across the Nordics & EU. We help people find good-looking and healthy shoes that actually fit their feet, both online and in-store, and are now expanding internationally.

I’m also a founding partner at Genero, where I’ve spent 15+ years helping Enterprises, E-commerce, Media companies and B2B brands create and execute growth marketing plans. I’ve focused on helping them use marketing budgets as smart as possible, balancing Brand, Performance, and Distribution, to maximize growth or profitability.

Occasionally, I speak and share knowledge about ecommerce, marketing, growth, and entrepreneurship.

Follow Jonathan on LinkedIn