The Global State of Ecommerce 2025 report, published today by Similarweb, highlights a shift in ecommerce dynamics, with app-based platforms growing 13% in sessions while web visits drop 1%. Marketplaces like Amazon and Temu outpace specialized stores, and AI chatbot referrals, such as from ChatGPT, drive high-intent buyers with an 11.4% conversion rate. Beauty and luxury sectors show modest web growth, while brands leveraging social media, like Il Makiage, see significant gains.
The report compares online activity from July 2024 to June 2025 with the prior year, revealing critical trends in ecommerce growth and consumer behavior.
Ecommerce websites saw a 1% decline in visits, reflecting challenges in capturing web traffic, while app-based ecommerce surged by 13% in sessions, driven by user preference for seamless mobile experiences. This underscores the importance of optimizing apps to build habitual shopping behaviors.
A small but rapidly growing traffic segment from AI chatbots like ChatGPT is proving valuable, with a conversion rate of 11.4% compared to 5.3% for organic search. These high-intent visitors, already informed by AI-driven research, represent a new channel for brands optimizing for AI visibility.
Web traffic is increasingly concentrated in marketplaces like Amazon (1.3M monthly unique visitors) and Temu (314.9M), which grew 1% in aggregate. Specialized stores struggle to compete, though niche players like Quince (+130.9% web visits) and Farm Rio (+311.8% app MAUs) show strong growth through targeted strategies.
Beauty and luxury stores, such as Il Makiage (visits doubled via social media marketing), are seeing modest web growth, while categories like home and garden, fashion, and consumer electronics face downturns. Social media engagement is critical for success in these niches.
“There’s a lot of panic in the market over AI-driven changes in search, but that should not obscure the upside,” said Laurie Naspe, Director of Market Insights at Similarweb. “We believe brands and sellers who successfully optimize for AI visibility are likely to capture a new traffic channel that delivers high-intent visitors – people who are primed to buy because they’ve already done their research in ChatGPT or Gemini.”
The report advises sellers to sharpen marketplace strategies and enhance brand visibility on AI platforms like ChatGPT to capture high-intent traffic. Investing in engaging app experiences is crucial for fostering customer loyalty. Social media marketing, as demonstrated by Il Makiage, can drive outsized growth in competitive niches like beauty. Sellers in declining verticals should rethink differentiation to retain customers.
Amazon dominates with 1.3M monthly unique web visitors and 651.7M app MAUs, followed by Shopee (392.8M MAUs) and Temu (246.4M MAUs). Temu’s 56.9% traffic growth highlights its rapid rise despite U.S. tariff challenges. Specialized stores like Quince and Farm Rio demonstrate that focused strategies can yield significant gains in web and app performance.
Similarweb (NYSE: SMWB) stock is priced at $9.925 as of September 15, 2025, down from a previous close of $10.1, with a market cap of $857.16M. The stock has fluctuated between a year-high of $17.64 and a low of $6.36, reflecting volatility but sustained investor interest in its digital analytics leadership (see finance card above).
Similarweb powers businesses to win their markets with Digital Data. By providing essential web and app data, analytics, and insights, we empower our users to discover business opportunities, identify competitive threats, optimize strategy, acquire the right customers, and increase monetization. Similarweb products are integrated into users’ workflow, powered by advanced technology, and based on leading comprehensive Digital Data.
For more details, download the full Global State of Ecommerce 2025 report at https://www.similarweb.com/corp/resources/repor....
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