AI assistants began supporting the full shopping flow from recommendation to checkout without leaving the conversation. The entry point moved from platforms to chat, directly challenging traditional traffic distribution and bidding logic.
Key facts
- Supports the full flow from recommendation to checkout
- No need to jump to an e-commerce platform
- Challenges traditional traffic and bidding logic
- Tension between platforms and assistants intensified
Big Share take
Once AI can check out, e-commerce platforms shift from being where you shop to being who supplies and fulfils. That transition hits platform profit structures hard.
Compiled from public reports; opinions are for reference only.