Conversational AI is beginning to reshape product discovery. More shoppers begin their journey through tools like ChatGPT, where they ask questions, explore options, and receive curated links that lead them directly to retailer sites. This trend is growing quickly and creates a new source of high-intent traffic that most retailers can’t yet recognise, measure, or act on.

Many brands closely monitor traffic from search engines and social platforms. Very few, however, have visibility into visitors arriving from ChatGPT. As a result, they miss insights, conversion opportunities, and early signals about how product discovery is shifting within their own store.

To support retailers in this transition, Nosto now includes a dedicated ChatGPT traffic segment that automatically identifies these visitors. It works like an out-of-the-box segment similar to Google traffic and Facebook traffic, and gives retailers a simple way to analyse this audience and tailor the shopping experience they receive.

A simple way to identify visitors coming from ChatGPT

The ChatGPT segment automatically identifies visitors who land on a store after interacting with ChatGPT. This includes shoppers who click a link provided within a ChatGPT conversation, whether it appears as plain text or as part of a generated product card.

By capturing and isolating this traffic source as its own audience, the segment gives brands immediate visibility on a fast-growing organic channel and unlocks two major advantages. One is the ability to analyse how these visitors behave on-site. The other is the ability to tailor the experience they receive through personalized merchandising, recommendations, content, or incentives.

Get insights on how ChatGPT visitors behave on your store

Performance insights

With the ChatGPT segment in place, you can finally analyse how visitors from ChatGPT perform compared to your other traffic sources. This includes key performance metrics such as:

• Conversion rate
• Average order value
• Revenue generated
• Bounce rate
• Abandoned carts

Merchandising insights

You also gain access to valuable merchandising insights for your ChatGPT segment.
Across categories, brands, and products, you can see:

• Which ones this audience engages with the most
• How many orders each one generates
• How much revenue each one drives

These patterns highlight what resonates with shoppers who arrive through ChatGPT and give you an early indication of the product themes that attract this traffic.

Assessing the value of the channel

These insights help you understand whether ChatGPT is becoming a meaningful acquisition channel for your store. You can quickly assess:

• Whether the volume of traffic is significant
• Whether this audience performs above or below your average

Strong conversion or a high average order value suggests an opportunity to invest further in this audience and in the products that draw them in. Lower performance highlights clear areas where personalization or merchandising adjustments could help improve results.

If your ChatGPT traffic is low

If your volume of ChatGPT-driven traffic is low, it may simply mean that your brand or key product ranges are not yet strongly represented in conversational AI agents. In that case, you may want to explore how your products can surface more easily across these emerging discovery channels, sometimes referred to as AIO (Artificial Intelligence Optimization).

Actionable personalization ideas for ChatGPT visitors

Once the segment is created, you can tailor the shopping experience for ChatGPT visitors based on the insights you have uncovered. This opens the door to both onsite and offsite strategies that help maximize relevance and performance for this audience.

Onsite strategies

Highlight relevant categories, brands, and collections

If this audience tends to explore specific product types, you can surface these items more prominently across your site. For example:

• Promote relevant collections on landing pages
• Apply merchandising rules to prioritize these items within category pages or search results

This helps ChatGPT visitors quickly discover what they’re most likely to be interested in.

Make alternative product options highly visible on product pages

Visitors arriving from ChatGPT often land directly on a product page. If the product they see does not meet their expectations, they may bounce back to ChatGPT to continue their search.

To keep this audience engaged, it is essential to present strong alternative options early and prominently.

You can:

• Place an “Alternative Products” or “You may also like” recommendation higher on the page
• Highlight substitutes that are similar, frequently bought instead, or better aligned with their segment patterns
• Prioritize alternatives above cross-sell products to reduce the risk of dead ends

This helps you retain the traffic generated by Chat GPT and encourages deeper exploration of your catalog.

Adjust product ranking to reflect their price affinity

If your ChatGPT visitors tend to buy higher-priced items or, the opposite, lower-priced or discounted items, you can adapt product ranking to match their purchasing behavior.
This applies both to search results and category pages, where ranking has the strongest impact on product discovery.
You can:

• Boost higher or lower price ranges within search and category pages
• Highlight full price or discounted items depending on what resonates

Display targeted incentives only to this segment

If the segment generates meaningful traffic but conversion is lower than average, you can test incentives that only this audience sees, such as:

• A first-order discount
• A contextual welcome message
• Free shipping thresholds
• Limited-time offers

Offsite strategies with Klaviyo

If you use Klaviyo, the Nosto ChatGPT segment can be synced to personalize email or SMS outreach whenever visitors are identified. This allows you to re-engage them with timely reminders, relevant product suggestions, or simple incentives that reflect what they explored and encourage them to return.

Ready to leverage ChatGPT-driven traffic?

Nosto is committed to helping brands prepare for the future of commerce, a future increasingly shaped by agentic AI. Releases like the ChatGPT Segment, together with Huginn, our AI agent for commerce experiences, are part of this effort to ensure retailers can adapt to new discovery behaviors with confidence.

If you’re a Nosto customer

You’ll find the ChatGPT Segment in Experience.AI > Audience Insights & Builder.

If you’re interested in exploring our modules for content personalisation, on-site search, or category merchandising, you can request a demo (for existing clients only), and your CSM or a member of our team will walk you through what these products can bring to your setup.

New to Nosto?

Get a demo and see how Nosto can help you get ready for the next generation of commerce experiences.