Walmart is emerging as a clear beneficiary of ChatGPT’s growing role in online shopping referrals, with one in five of its referral clicks in August coming from the AI tool. As Amazon blocks AI crawlers and limits outside access, Walmart’s openness positions it well to capture new shopper interest.
Key Takeaways
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Walmart gains from AI referrals: ChatGPT now accounts for 20% of Walmart’s referral clicks.
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Amazon charts its own path: While Walmart embraces outside AI traffic, Amazon has restricted bots to protect its e-commerce and ads business, instead prioritizing its own chatbot, Rufus.
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AI monetization on the horizon: For now, Walmart and peers are enjoying free referral clicks, but industry experts caution that ChatGPT will likely introduce fees or checkout tools as AI-driven shopping expands.
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