Singapore – Referrals from AI tools to e-commerce sites rose 302% from January to December 2025, according to a survey by Euromonitor International. This far outpaces the 23% increase recorded from other referral sources.
The latest findings suggest that AI-powered tools are reshaping how consumers engage with e-commerce, a sector projected to surpass US$595b in value by 2028.
“Unlike earlier evolutions such as social commerce or livestreaming, AI-powered search is rewiring how consumers discover brands, evaluate choices and make purchasing decisions online,” said Rabia Yasmeen, global insight manager for e-commerce at Euromonitor International.
Yasmeen added that the growing prominence of AI could put even established market leaders at risk of losing consumer attention. In one analysis, the survey found that nearly half of existing US skincare brands could lose relevance as consumers increasingly discover brands and products through AI tools.
At the same time, AI-driven discovery presents new opportunities for brands. Prior to the widespread adoption of AI in e-commerce, consumers typically searched for products, browsed multiple options, and compared alternatives before making a purchase. AI has compressed these steps into a single interaction.
“The interaction has changed from typing keywords and scrolling through listed products to a conversational platform asking questions in natural language and expecting a precise, context-aware answer,” concluded Yasmeen.
