The Online Marketplaces Receiving AI Traffic
A recent analysis reveals the significant impact of AI on online shopping and how it drives traffic to various marketplaces. According to data from Similarweb, which tracked AI-generated referral traffic from July 2024 to June 2025, the results are striking.
Key Takeaways:
- Amazon leads the pack, capturing nearly half of all AI-driven visits, with 46% of the total AI referrals.
- Established marketplaces benefit the most from AI referrals, while smaller platforms see only marginal shares.
- AI tools are increasingly acting as intermediaries between consumers and digital storefronts.
Amazon's Dominance:
- AI tools drove an estimated 25.9 million referrals over the 12-month period.
- Amazon received approximately 11.9 million of those visits, reflecting its extensive product catalog and strong brand recognition.
Following Amazon, other big-box retailers and marketplaces also saw significant AI traffic:
- Walmart: 12% (3.1 million visits)
- Etsy: 11% (2.9 million visits)
- eBay: 9% (2.4 million visits)
- Target: 6% (1.6 million visits)
- Wayfair: 6% (1.5 million visits)
Smaller platforms like Costco, Sam’s Club, Temu, and Zazzle each received between 1% and 2% of referrals, totaling a few hundred thousand visits. Collectively, all other marketplaces accounted for just 5% of AI-driven traffic.
This visualization underscores the concentration of AI-generated traffic among major players in the online marketplace sector.
Source: visualcapitalist
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