“美国黑五购物季”观察：ChatGPT的购物推荐量提升28%，其中亚马逊和沃尔玛合计占比近70%

华尔街见闻12-03 09:03

在今年的美国假日购物季中，以ChatGPT为代表的生成式人工智能正悄然改变消费者的购物习惯，但这一新兴流量入口的红利似乎并未普惠所有商家，反而进一步巩固了电商巨头的市场地位。移动应用洞察提供商Apptopia的最新数据显示，在从感恩节到周日的“黑五”购物周末期间，由ChatGPT为零售商移动应用带来的推荐量同比增长了28%。这一数据表明，越来越多的消费者开始尝试使用AI聊天机器人来获取购物灵感或...

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70%","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"AMZN":1.5,"USAW.SI":0.6,"WMT":1.5},"content_text":"在今年的美国假日购物季中，以ChatGPT为代表的生成式人工智能正悄然改变消费者的购物习惯，但这一新兴流量入口的红利似乎并未普惠所有商家，反而进一步巩固了电商巨头的市场地位。\n移动应用洞察提供商Apptopia的最新数据显示，在从感恩节到周日的“黑五”购物周末期间，由ChatGPT为零售商移动应用带来的推荐量同比增长了28%。这一数据表明，越来越多的消费者开始尝试使用AI聊天机器人来获取购物灵感或寻找优惠。\n然而，这一增长趋势的最大受益者是市场的头部玩家。报告指出，亚马逊在ChatGPT推荐流量中的份额从去年的40.5%大幅提升至54%。与此同时，沃尔玛的份额也从2.7%飙升至14.9%，两大巨头合计占据了近七成的流量。\n其他机构的数据也印证了AI对电商影响力的增加。据Adobe发布的报告，仅“黑五”当天，美国零售网站来源于人工智能的流量同比激增了805%，显示出AI在更广泛的零售领域扮演着愈发重要的角色。\n巨头垄断AI新流量，亚马逊沃尔玛成最大赢家\n数据显示，新兴的AI流量渠道非但没能为中小型零售商带来新的机遇，反而强化了亚马逊和沃尔玛等电商巨头的市场护城河。AI似乎更倾向于将用户导向这些本已占据主导地位的平台。\nApptopia的报告详细揭示了这一趋势。今年购物季，亚马逊在ChatGPT推荐流量中的份额攀升至54%，较2024年的40.5%有显著增长。\n沃尔玛的表现更为惊人，其所占份额从去年微不足道的2.7%一跃至今年的14.9%。这意味着，当消费者向ChatGPT寻求购物建议时，绝大多数情况下会被引向这两家零售巨头。\n更广泛的AI购物趋势：流量与转化率双双飙升\nApptopia并非唯一关注AI对假日狗购物季影响的机构。Adobe从更广泛的视角分析了AI工具为零售网站带来的流量，其数据更为惊人，并且揭示了这类流量的高价值。\nAdobe的报告指出，“黑五”当天，美国零售网站的AI流量（以点击链接的购物者数量衡量）同比增长了805%；“网络星期一”当天，该流量增幅也高达670%。从整个假日购物季至今（11月1日至12月1日），AI整体流量增长了760%。\n更重要的是，Adobe发现通过AI聊天机器人进入零售网站的用户表现出更高的购买意愿，其最终完成购买的可能性比普通用户高出38%。这一发现对零售商和投资者而言意义重大，它表明来自AI的流量不仅数量庞大，而且转化率更高，具备可观的商业价值。\nAI推荐流量增长，但整体规模尚小\n尽管AI聊天机器人在购物推荐领域的角色日益凸显，但其目前在整个推荐流量市场中的绝对占比依然微不足道。\n根据Apptopia的分析，消费者在“黑五”期间使用ChatGPT寻找电商优惠的行为，虽然增长显著，但仍是一个小众选择。\n数据显示，去年“黑五”购物季，ChatGPT对电商应用的推荐会话量仅占其所有会话总量的0.64%。今年，这一比例也只温和增长至0.82%。\nApptopia将“推荐会话”定义为用户在使用ChatGPT后30秒内打开了零售商的移动应用。该公司指出，其数据来源于美国地区的样本组，属于基于消费者行为观察的估算值。","kind":"highlight","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"economic","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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