AI Search Drives 72% Higher E-Commerce Conversions Than Google, Study Finds

AI Outperforms Google in Driving Online Sales

A recent study by Swedish digital agency Adrelevance reveals that AI-driven search converts 72% better than traditional Google searches for e-commerce. The analysis, conducted between 24 May and 22 June 2025, used aggregated data from multiple Swedish e-retailers and highlights a significant change in consumer behaviour.

While Google still leads in overall search volume, AI tools like ChatGPT, Gemini, and Perplexity deliver more precise answers directly within the search interface. This approach results in fewer clicks but attracts more qualified visitors, making each visit more valuable for online sellers.

Why AI Search Converts Better

According to Hektor Jeppesen, Senior SEO Specialist at Adrelevance, AI doesn’t necessarily increase total traffic but captures search intent more effectively. This means users find what they need faster, leading to higher conversion rates.

These findings are supported by an earlier Ahrefs study, which found AI-generated traffic converts 23 times better than traditional organic traffic. For those in sales, this signals a shift where visibility in AI responses becomes critical for success.

What E-Retailers Need to Do

To stay competitive, brands should focus on refining product data and highlighting key attributes. Ensuring that product information is clear, relevant, and unique will help listings get included in AI-generated answers.

• Emphasize distinctive products and messaging
• Make product details easy to interpret by AI tools
• Align content with the specific intent behind customer searches

These steps increase the chances that AI will feature your products in its results, driving higher quality traffic and sales.

For sales professionals looking to sharpen their AI skills and understand how to leverage these tools effectively, exploring specialized AI courses for sales roles can provide practical strategies and insights.