ChatGPT leads AI referral traffic to Latin American retailers

An analysis by Similarweb indicates that generative artificial intelligence is increasingly directing traffic toward major e-commerce retailers in Latin America. Between April and July 2026, ChatGPT accounted for between 65% and 96% of AI chatbot referral traffic for leading retailers in Chile, Colombia, Argentina, Peru, and Mexico.

Gemini was identified as the second most significant source of traffic, reaching peaks of 35% share for certain retailers. Other chatbots, including Claude, Perplexity, Copilot, Grok, and DeepSeek, collectively represented less than 3% of the AI-driven traffic. While AI-driven referrals currently constitute less than 1% of total traffic for large regional retailers, the volume is growing monthly. For instance, Amazon Mexico received an average of 920,000 monthly visits via AI chatbots during the study period.