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AI assistants such as ChatGPT, Microsoft Copilot, Perplexity and Google Gemini are beginning to change how people shop online. Customers can now use these tools to research products, compare different options and decide what is right for them.
This shift has led to growing interest in Generative Engine Optimisation, commonly known as GEO. Put simply, GEO is about making it easier for AI assistants to understand a business and its products, which may improve how often they are referenced or recommended.
There is no shortage of discussion about the potential impact of AI on ecommerce, but what is happening right now? In this article, we look at real ecommerce data from across the Vertical Plus platform, reveal which AI assistants are generating the most revenue and explore the practical steps retailers can take to improve their visibility.
Between April and June 2026, AI assistants accounted for 0.8% of total ecommerce revenue and 1.3% of orders across the Vertical Plus platform.
That is still a relatively small share of overall activity. However, the year-on-year growth is notable.
Compared with the same period in 2025:
Revenue grew more quickly than traffic during the period, suggesting that the commercial value of AI referrals may be increasing. However, these channels are still developing, and more data will be needed before any firm conclusions can be drawn about their long-term value or customer intent.
Within the Vertical Plus data analysed, ChatGPT was the leading AI referral source by a considerable margin. It accounted for 91% of all revenue attributed to AI assistants during the period
The other notable sources were:
This is a fast-moving market, so the balance between these platforms is likely to change. For now, ChatGPT is the most significant source of AI referral revenue across our platform.
We are continuing to develop the Vertical Plus ecommerce platform so that search engines and AI assistants can understand product information more easily and accurately.
Our current work focuses on three main areas.
Structured data presents important information in a standardised, machine-readable format. It helps search engines and other systems understand product details more accurately.
While structured data cannot guarantee that a product will appear in an AI-generated answer, it gives these systems clearer and more consistent information to work with.
We are enhancing the platform’s back-end support for detailed product attributes and specifications.
Well-organised specifications make it easier to describe and compare products, particularly when customers are looking for something that meets a specific set of requirements.
It is not enough for product information to exist behind the scenes. It also needs to be clear, accessible and easy to understand on the product page.
We are therefore improving how specifications are displayed, helping customers find the details they need while giving search engines and AI assistants better-quality product information.
GEO may be a relatively new term, but much of the advice will already be familiar. Complete product information, a trustworthy business and a strong customer experience remain essential.
The most practical place to start is with the quality of your product data.
AI assistants need to understand what a product is, who it is for and how it differs from the alternatives. Missing, inaccurate or inconsistent information makes that more difficult.
Retailers should work with suppliers and manufacturers to collect as much useful information as possible, including the following.
Product and service reviews give potential customers valuable insight into quality, suitability and the overall buying experience.
Encourage customers to leave honest feedback and respond constructively when a review is negative. A helpful response and a positive resolution can say a great deal about the way a retailer treats its customers.
Good product information can attract a customer, but the wider shopping experience still matters.
Fast and reliable delivery, clear shipping information, efficient fulfilment and responsive customer support all help build trust. Accurate information about stock, delivery and returns also makes it easier for shopping platforms to present a retailer’s offer clearly.
A retailer’s reputation is not created by its own website alone. An established presence elsewhere can improve brand visibility and give customers more reasons to trust the business.
Useful indicators include:
These activities are valuable for brand awareness and credibility, regardless of how individual AI platforms choose and rank their recommendations.
AI assistants currently account for a small proportion of ecommerce revenue, but the rapid year-on-year growth in sessions and revenue makes this an area worth watching.
The good news is that retailers do not need to abandon established ecommerce or SEO principles. The fundamentals remain the same: provide accurate product information, earn customer trust, encourage genuine feedback and deliver a consistently strong shopping experience.
As AI continues to influence the way people discover and compare products, we will keep monitoring the data and developing the Vertical Plus platform to help ecommerce businesses make the most of this growing opportunity.
Keeping up with developments in AI, marketing and ecommerce technology can be challenging, especially while managing the day-to-day demands of an online business.
At Vertical Plus, we work alongside ambitious retailers, providing the platform, expertise and ongoing support needed to achieve sustainable ecommerce growth. From website development and product optimisation to marketing and long-term strategy, our team becomes an extension of your business.
Our partnership model is built around shared success. Instead of charging a hefty monthly fee, we take a small commission on your sales. That means we only succeed when you do. If your business does not grow, we do not get paid.
If you are looking for a supportive ecommerce partnership with a team that is genuinely invested in your successs, get in touch with Vertical Plus to start the conversation.
A copy of our Quality and Information Security Policy MDQISP1 is available on request.