AI traffic drives 83% more revenue per visit for retailers: Adobe
AI-referred visitors generated 83% more revenue per visit than non-AI visitors to U.S. retail websites in September, according to new Adobe data. AI traffic also converted at a 90% higher rate.
Why we care. AI referral traffic is growing, but traffic volume alone doesn’t show its business value. You need to track how many visits lead to purchases and how much revenue they generate.
AI traffic grows 71%. AI traffic to U.S. retail sites grew 71% year over year in September. Traffic has increased 1,772% since Adobe began tracking these referrals in October 2024.
- AI-referred visitors also spent 73% more time on retail sites, viewed 25% more pages, and added products to their carts at a 53% higher rate than non-AI visitors.
- In August 2025, AI visitors converted at a 9% lower rate than non-AI visitors. Revenue per visit was roughly equal in September 2025.
Adobe forecasts holiday AI traffic growth. Adobe expects AI-referred traffic to grow 159% year over year on Thanksgiving, 95% on Black Friday, and 88% on Cyber Monday.
About the data. Adobe analyzed online transactions from a dataset covering more than 1 trillion visits to U.S. retail sites, 100 million products, and 18 categories. AI referrals include visits from clicks on links in AI platforms.
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