生成AIトラフィック、実は低CVR？ LLMによる購入決定の効果測定はまだ厳しいか【SEO情報まとめ】

Web Tan, a leading Japanese digital marketing publication by Impress, features research by Maximilian Kaiser and Christian Schulze examining generative AI’s impact on e-commerce. The article analyzes their 12-month study of 973 e-commerce sites, revealing that LLM traffic (primarily ChatGPT) underperforms traditional channels in conversion rates despite representing over 90% of AI-sourced traffic. While ChatGPT traffic accounts for less than 0.2% of total visits, a complementary survey of 1,600 consumers found that 79.7% of purchasers reported AI influenced at least half their buying decision. The coverage highlights the disconnect between AI’s indirect influence on purchase decisions and direct attribution challenges, as actual purchases typically occur on Amazon or brand websites after AI consultation. The article positions this research within broader discussions about SEO and LLM-driven commerce trends in Japan.