In this photo illustration, a Perplexity logo is seen displayed on a smartphone with an Amazon logo in the background. Amazon won a preliminary injunction against Perplexity in March. (Photo Illustration by Avishek Das/SOPA Images/LightRocket via Getty Images)
SOPA Images/LightRocket via Getty Images
In March, OpenAI shut down checkout inside ChatGPT and days later Amazon secured a preliminary injunction blocking Perplexity’s autonomous shopping agent from placing orders on its platform. These moments ignited a debate over who controls the transaction. It’s an important question, but not the most urgent one.
Checkout may determine who owns the purchase long term, but discovery now determines who gets considered at all. While everyone debates checkout, AI is already taking hold of the most influential moment in the journey: the first question a shopper asks. As AI platforms become the front door to retail, visibility within the first answer increasingly determines which brands stay relevant and which ones fade from view.
For the past twenty years, retail competition has been defined by visibility. First, it was the physical shelf. Then, it was the search result. Today, increasingly, it is the AI answer.
Generative AI is not winning because it offers more choice. It is winning because it streamlines the decision-making process. Instead of shoppers browsing pages of options, they are asking intent-rich questions and expecting informed guidance in return. The question, “what’s the best moisturizer for eczema” is not a request for a catalog, it’s a request for expert insight.
This is where GenAI excels. GenAI creates personalized summaries, narrows options and synthesizes reviews in seconds. Agentic AI goes further, with the potential to plan journeys or act on behalf of the shopper to make a purchase. This year, 2026, will be the first full year in which shopping is embedded directly inside GenAI platforms, marking a pivotal moment for retail.
The notable difference between this shift and earlier digital transitions is compression. Discovery, evaluation and validation are increasingly happening in a single conversational exchange. The funnel still exists, but the steps are disappearing.
Nearly a quarter of global consumers report turning to GenAI as an information source during their shopping journey, an increase of eight percentage points in just one year, according to a Euromonitor International consumer survey. GenAI has moved ahead of social media influencers as a source of influence in the last year, and at this trajectory, will likely surpass many brand-controlled sources in 2026.
Nearly a quarter of global shoppers say they use GenAI as a source when shopping, up eight percentage points in a year.
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded in January and February 2026, ( N= 39,559)
Traffic is another underestimated part of this shift. GenAI platforms are no longer just research tools, but are becoming referral engines, too. Euromonitor data shows AI-driven referrals grew more than 300% globally in 2025, far outpacing growth from other referral sources that grew 40%. While the overall share of GenAI referrals remains small, the trajectory is undeniable.
The impact GenAI has on shopping is strongest in high-consideration categories, like beauty, personal care and consumer health. These categories combine large online sales with complex decision-making, making them ideal for conversational guidance. Shoppers often start with highly personalized questions rooted in concerns or outcomes. GenAI excels in these long‑tail discovery paths, drawing on product descriptions, reviews, Q&A content, and broader category knowledge.
A pattern is emerging among the retailers that are winning in this AI-influenced discovery environment. Their product data is structured, attribute-rich and easy for machines to interpret. This naturally benefits vast marketplaces, like Amazon and eBay, the top two most-referred retailer sites from ChatGPT today, according to Euromonitor data. Clean machine-ready information increasingly matters more to an AI system than creative storytelling.
AI visibility has two engines: structured data and partnerships. Note: Data based on a panel size of 5.3 million users.
Source: Euromonitor International, Passport: E-Commerce, February 2026 Update
Partnerships amplify visibility, too. Integrations within platforms like OpenAI’s ChatGPT and Google's Gemini ensure product catalogs are discoverable, readable and rankable. Walmart’s late 2025 integration with ChatGPT is a prime example: Walmart received 10x more referrals from ChatGPT in January 2026 than it did the previous January, according to Euromonitor data.
While discovery is rapidly shifting to AI, conversion remains strongest inside retailer-owned environments. Walmart’s data bears this out: purchases made inside ChatGPT converted at one-third the rates of those routed back to Walmart’s site or app. In response, Walmart pivoted in late March to deploy its own assistant, Sparky, within platforms like ChatGPT and Gemini to better convert that traffic. The product catalogue integrations will continue, but only to feed discovery pipelines.
The message is clear. AI can spark intent and increasingly determines the decisions shoppers make before they ever reach a retailer. Once shoppers form the habit of starting with a GenAI platform, the rest of the journey will reorganize around that behavior, compressing what used to be multiple steps into a single, decisive interaction.
Retailers don’t need to win the checkout war today. They need to win the answer box. The brands that secure visibility in AI‑driven discovery will influence demand, steer consideration, and drive transactions—regardless of where the final click happens. AI is already remaking retail’s front door. The question now is who will claim the doorway and who will be left standing outside.
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