• AI chat platforms are collapsing traditional purchase funnels into one interaction
• Digital commerce is undergoing a major shift as AI chat platforms enter the mainstream shopping journey
• AI-driven referrals to e-commerce sites increase by 302% from January to December 2025 versus 23% for other sources

According to Euromonitor International's Voice of the Consumer: Lifestyles Survey 2025, over half of consumers use GenAI tools such as ChatGPT, Google Gemini and Perplexity for information and recommendations.

Citing the latest findings on e-commerce from Euromonitor International’s Passport knowledge hub, Rabia Yasmeen, global insight manager for e-commerce at Euromonitor International, said: “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.”

A shifting visibility landscape powered by AI

This shift rewrites the rules of visibility, moving from share of views to share of conversations. AI-driven discovery is redefining how influence, trust and competitiveness are built online, with an impact on the global e-commerce market, which is projected to surpass USD 595 billion by 2028.

Euromonitor’s analysis of more than 8,700 brands selling online in the US skin care category shows that up to half of existing brands are at risk of a gradual loss of relevance as meaningful consumer attention moves towards AI-driven discovery. Simultaneously, AI is creating opportunities for new winners to emerge.

Yasmeen explained: “In traditional search, strong brands could rely on SEO, paid search and retail media to secure prominent placement. In AI-generated answers, there is no guaranteed slot, even for market leaders.”

Faster decisions, shorter journeys

Traditionally, shoppers moved through multiple stages: search, browse category pages, read reviews, compare alternatives, then add to basket. In AI-mediated journeys, much of this is collapsed into a single 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," concludes Yasmeen.

To explore how AI-driven search is reshaping discovery, choice and purchasing, visit Euromonitor’s latest reports,  Next-Gen Online Storefront: A Shopping Journey for One  and Top Five Digital Shopper Trends in 2026.

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