If you're running an ecommerce brand, you've probably noticed something shifting in how customers discover and shop for products. More people are turning to ChatGPT, Google's AI Mode, and other AI tools to research purchases, compare options, and even complete transactions without ever clicking through to a traditional search results page.
This isn't replacing SEO as we know it, but it is changing the game. And for D2C brands, understanding what's happening right now could make the difference between getting left behind and capturing a wave of highly qualified, ready-to-buy customers.
Let's break down what's actually going on and what it means for your brand.
The shift in how people shop online
Traditional search isn't going anywhere. Google still drives the majority of ecommerce traffic, and optimising your product pages, building quality content, and earning backlinks remain essential parts of any digital strategy.
But there's a new behaviour emerging alongside it. Shoppers are increasingly using AI platforms like ChatGPT, Perplexity, and Google's AI Mode during their research phase. They're asking conversational questions like "what's the best sustainable skincare for sensitive skin?" or "which running shoes are good for beginners with flat feet?" and getting curated, specific recommendations in return.
What makes this interesting for ecommerce brands is the quality of this traffic. According to Adobe's research, web traffic from AI-driven referrals increased more than tenfold between July 2024 and February 2025. Even more striking, shoppers arriving from AI sources are 16% more likely to convert compared to non-AI traffic sources. These visitors spend longer on site, view more pages, and arrive with clearer purchase intent.
Data from ThoughtMetric's analysis of 100 ecommerce stores in May 2025 showed that ChatGPT traffic converted at 6.7%, compared to 3.9% from Google Search. That's nearly double the conversion rate.
Why? Because by the time someone clicks through from an AI recommendation, they've already done their research, narrowed down their options, and are much closer to making a purchase decision.
Understanding the new terminology: GEO and AEO
You might have started seeing new terms floating around like GEO and AEO. Here's what they actually mean.
Generative Engine Optimisation (GEO) is all about making sure your brand shows up when AI platforms like ChatGPT generate product recommendations or answer shopping questions. Think of it as being part of the conversation AI is having with your potential customers.
Answer Engine Optimization (AEO) focuses on structuring your content so AI can easily find and use it when answering user queries. It's the natural evolution of optimising for featured snippets, now adapted for how AI systems pull information.
Both terms describe the same fundamental goal: helping your products get discovered in AI-powered search experiences. The specific terminology matters less than understanding that AI platforms are becoming a legitimate discovery channel for ecommerce brands.
What Shopify is building for the future
If you're using Shopify, or considering it for your D2C brand, there's some genuinely exciting news. Shopify has been investing heavily in making sure their merchants can show up in these new AI shopping experiences.
Their new Agentic Storefronts feature lets you sell directly in AI conversations on platforms like ChatGPT, Perplexity, and Microsoft Copilot. Once set up in your Shopify admin, your products automatically appear across multiple AI platforms without needing separate integrations for each one.
Even more significant is Shopify's Universal Commerce Protocol (UCP), developed in partnership with Google. This open standard is designed to enable seamless commerce across AI platforms. Soon, Shopify merchants will be able to sell directly in Google AI Mode and the Gemini app with fully functional checkout experiences.
What's particularly valuable about this approach is that the brand stays in control. So you decide where you appear, you maintain the customer relationship, and every order flows into your existing Shopify admin with proper attribution. Your brand identity stays intact even as you expand into new, evolving channels.
What GEO and AEO mean for your ecommerce brand right now
So what should D2C ecommerce brands actually be thinking about? Here are the practical considerations.
Firstly, traditional SEO fundamentals still matter enormously. Product page optimisation, site speed, mobile experience, quality content, and building authority in your niche all remain crucial. You're not abandoning what works, you're expanding it.
Secondly, think about how AI might discover and understand your products. Clear product descriptions, detailed specifications, and helpful content that answers real customer questions become even more valuable. If someone asks an AI assistant about products in your category, does your site have the information that AI needs to recommend you?
As always, keep an eye on where your traffic is coming from. As AI-driven visits grow, understanding which platforms are sending you customers and how those visitors behave differently becomes valuable insight.
Finally, remember that AI traffic might be smaller in volume but higher in quality. Even modest amounts of traffic from these channels can deliver meaningful revenue because the conversion rates are significantly higher than traditional organic search.
The bigger picture for D2C brands and where to focus your energy
Remember that the brands figuring out how to show up effectively in AI recommendations as early adopters will build advantages that compound over time.
But if you're feeling overwhelmed, don’t panic. Having partners who stay on top of these changes and can help you adapt your strategy accordingly becomes increasingly valuable.
The fundamentals of ecommerce success haven't changed: be where your customers are, be helpful when they find you, and make it easy for them to buy. What's changing is where those customers are looking and how they're making decisions. AI-powered search is simply the latest channel where those behaviours are happening.
The brands that adapt their approach to include these new discovery paths, while keeping strong foundations in traditional digital marketing, will be the ones capturing the highest quality traffic and building sustainable growth in 2026 (and beyond).
Want your ecommerce brand to win in 2026?
Have a read of our latest report, The Ecommerce Guide to Gifting.