New data shows ChatGPT’s growing influence as a referrer to e-commerce websites, but also how small its slice of this market is currently.

According to a new analysis by mobile app insights provider Apptopia , ChatGPT referrals to retailer mobile apps increased 28% year-over-year over the Black Friday holiday shopping weekend, running from Thanksgiving Day on Thursday through Sunday.

However, the use of ChatGPT may not be benefiting smaller retailers as much as it’s helping to further entrench the e-commerce giants, Amazon and Walmart. This year, Amazon’s share of ChatGPT referrals grew to 54%, up from 40.5% in 2024. Walmart’s share, meanwhile, increased from 2.7% last year to now 14.9%.

The data was collected by Apptopia’s U.S. panel, which is based on observed consumer activity on m

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