ChatGPT is already driving customers to Ukrainian websites—and this traffic is growing. In 2025, traffic from ChatGPT increased by an average of 9 times. In September 2025, the average e-commerce site received about 2,100 sessions per month from this source and about 47 orders. While this is a small share of total traffic (about 0.08%), the quality of these visitors is high.

Why this channel is worth considering

A person coming from ChatGPT almost always knows what they want. They’ve already interacted with the AI, received a recommendation—and now they’ve come to buy. That’s why the conversion rate from this channel is already around 2%, and in the pharmacy segment—around 3%. For comparison: Similarweb’s global estimate shows an 11.4% conversion rate from ChatGPT versus 5.3% from organic search.

Another advantage is transparency. ChatGPT automatically adds UTM tags to all links, so the traffic is immediately visible in Google Analytics 4 without any additional setup.

Who benefits the most

The most noticeable impact is seen among large marketplaces and specialized platforms. Rozetka is estimated to receive about 92,000 sessions per month from ChatGPT, Prom.ua—about 39,000, and Epicentrk—about 30,000. In the fashion segment, Shafa leads with approximately 30,000 sessions, and in the pharmaceutical sector, Tabletki.ua leads with 27,000.

But it’s not just the absolute number of sessions that matters—the category does too. The highest conversion rates come from niches where buyers take a long time to decide and need advice: electronics, auto parts, pharmacies, and beauty. That’s exactly where ChatGPT most often becomes the first point of contact—and shapes the decision even before the person lands on the site.

How it works in practice

The process is simple: a person asks ChatGPT “which laptop to buy for under 30,000” or “what helps with a sore throat”—and receives an answer with links to specific sites. If your site appears in that response, you get a visitor ready to buy.

The problem is that ChatGPT doesn’t send traffic to just anyone—it links to sources it “trusts”: sites with high-quality content, clear descriptions, comparisons, and guides. That’s why optimizing for this channel differs from classic SEO.

Traffic is concentrated among major players

Example of an assessment (2025):

SiteChatGPT / month sessions
Rozetka~92 000
Prom~39 000
Epicentr~30 000
Shafa~29 000

Ukrainian traffic and sales data from ChatGPT

What is publicly known about the scale and trends

Benchmark for an average e-commerce site.

  • Measurable direct traffic from ChatGPT began to be recorded in May 2024; significant growth began in December 2024.
  • Over the first 9 months of 2025, traffic grew 9-fold and reached 2,132 sessions/month per site in September.
  • Direct conversions have also been tracked since December 2024: for a long time, there was ~1 conversion/site, and in September 2025 — 47/month.
  • The share of traffic from ChatGPT in total e-commerce site traffic averaged 0.08% (up to >0.14% in certain categories).
  • The conversion rate (CR) from ChatGPT averaged ~2% in September 2025, and ~3% in the pharmacy category.

The “long tail” effect and concentration.

Webpromo data shows a strong concentration of traffic from ChatGPT among top players: average “Avg Traffic” values for marketplaces in 2025 — tens of thousands/month, which is an order of magnitude higher than the “average site” in the Promodo sample.

Category Benchmarks

Below are the key categories with publicly available figures (September 2025) from Promodo; these figures serve as a “minimum” benchmark for estimating additional orders from ChatGPT in those niches where the query structure involves comparison/search.

Category (Promodo)Sessions/month (Sep 2025)Direct conversions/month (Sep 2025)Estimated CRComment
Fashion (clothing & footwear)7798~1.0%Sales peak in May–June; traffic has been growing since February 2025.
Electronics7,060159~2.25%Sessions growth +583% (Jan→Sep), conversions ×26.
Kids products & toys87820~2.28%After a plateau in the first half of the year — growth in summer.
Pharmacy1,27041~3.2%Aligns with the reported ~3% CR for pharmacies.
Grocery & alcohol1,70445~2.64%Low share in total traffic (0.03%), but high conversion rates.
Auto products83024~2.9%Traffic growth +627% (Jan→Sep).

Influence Ranking and Case Studies of Ukrainian Stores

Below is a sample ranking (top 10) based on public estimates of average monthly traffic from ChatGPT in 2025 (Ukraine) and estimates of additional sales per month calculated as ChatGPT_sessions × CR_assumption.

Assumption parameters for calculation:

  • CR_marketplace/beauty: 2% (average CR from ChatGPT in Promodo, Sep 2025).
  • CR_electronics: 2.25% (derived from Promodo electronics Sep 2025: 159/7060).
  • CR_fashion: 1% (derived from Promodo fashion Sep 2025: 8/779 ≈ 1%).
  • CR_pharmacy: 3% (Promodo).
  • AOV/LTV: not specified (no public data available for domains; globally, SSRN observes a downward trend in AOV over time for oLLM traffic).

Network Diagram of Implementation and Impact

What you need to do to get more out of this channel

Set up analytics. Create a separate “AI assistants” group in GA4 and track. See where these visitors are coming from, what they’re viewing, and where they’re going. Without this, you simply won’t know what you already have.

Create content that ChatGPT wants to cite. Product comparisons, buyer’s guides, answers to specific questions, “which one is better for…” pages—this is exactly the kind of content that ends up in AI responses. These aren’t SEO texts written for keywords, but genuinely useful materials.

Focus on complex categories. Electronics, auto products, beauty routines, health—where the buyer spends a long time thinking and wants advice, ChatGPT delivers the greatest growth. Simple impulse purchases aren’t yet flowing through this channel as actively.

Don’t judge the channel by last-click. ChatGPT often starts the buyer’s journey but doesn’t complete it. A person received a recommendation, closed the chat, and a few hours later went directly to the site or via a brand search and made a purchase. In standard analytics, this sale won’t be visible as “from ChatGPT”—even though it was ChatGPT that started the chain.

What’s Next

In 2026, OpenAI is actively developing shopping scenarios within ChatGPT: product search, comparison, and direct links to stores. This means traffic volume will continue to grow—and those who prepare in advance will come out on top.

At the same time, on-site AI assistants are emerging—chatbots right on the website that help users select products, compare options, and add items to the cart. This is no longer “traffic from ChatGPT,” but rather an increase in the conversion rate of existing traffic. One of Ukraine’s largest marketplaces launched such a tool in March 2026.

Between April 2026 and March 2027, traffic from ChatGPT to Ukrainian stores will most likely grow, but along two distinct trajectories:

  • Growth of “discovery traffic.” OpenAI is developing search and shopping scenarios: ChatGPT search provides answers with links to web sources; shopping research and more “visual” product discovery are also being developed. This increases the potential for outbound clicks to merchant sites, especially in detail-heavy categories (electronics, beauty, home).
  • Conversion redistribution. Globally, there is a tension between “high CR in ChatGPT referrals” (Similarweb estimate) and “the channel’s currently modest role compared to traditional channels” (first-party SSRN). Therefore, a realistic forecast for Ukraine is that the channel will remain small in terms of market share but may generate disproportionately valuable sessions in niches with complex decision-making—provided there is proper attribution and preparation of content/data.
  • Competition among chatbots will grow. Although ChatGPT dominates in Ukraine (share of AI chatbots per Statcounter in March 2026 — ~70.9%, and ChatGPT’s share of “AI traffic” in e-commerce is often >90% according to Webpromo), the role of other platforms (especially within the Google ecosystem) may strengthen, which will increase the importance of channel segmentation in analytics.

Want to get the most out of AI traffic?

At MIM:AGENCY, we help:

  • set up AI channel analytics
  • get into AI responses
  • increase conversion through AI

Sources:

  1. Promodo — «Скільки трафіку та продажів ChatGPT приносить українським онлайн-магазинам»
     (дослідження e-commerce в Україні, Jan–Sep 2025)
  2. Scroll.media — огляд дослідження Promodo про ChatGPT-трафік в e-commerce
  3. Webpromo — аналітика AI-трафіку в Україні (на основі SimilarWeb та Ahrefs)
     (оцінка трафіку за нішами та доменами, 2025)