Frontiers: ChatGPT Referrals to E-Commerce Websites: How Do LLMs Compare Against Traditional Channels?

Maximilian Kaiser; Christian Schulze

doi:10.1287/mksc.2025.0489

Frontiers: ChatGPT Referrals to E-Commerce Websites: How Do LLMs Compare Against Traditional Channels?

Maximilian Kaiser¹; Christian Schulze²

¹ University of Hamburg, 20148 Hamburg, Germany; and Grips Intelligence, 10119 Berlin, Germany · ² Frankfurt School of Finance & Management, 60322 Frankfurt am Main, Germany;

Marketing Science 2026

This is a descriptive study reporting financial and engagement metrics for 973 e-commerce websites, comparing organic large language model traffic (oLLM) with traditional digital channels.

DOI: 10.1287/mksc.2025.0489
Volume: 45 (4)
Pages: 699-715
Language: en
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Sources: crossref