Similarweb State of Ecommerce 2026 Report Details How AI is Changing Shopper Journey
Similarweb published its State of Ecommerce 2026 report, finding that consumer AI conversations augment rather than replace search — 89% of shoppers who use AI in their research also use search. AI buying recommendations carry outsized influence, in some cases giving the recommended brand a 2-to-1 advantage over competitors, though direct referrals from AI platforms — up more than 200% over the past year — still produce only a small share of ecommerce traffic. Broader data points include ecommerce app sessions growing roughly 1.3x the rate of web visits, 86.5% of U.S. consumers primarily shopping on smartphones or tablets, and overall ecommerce website traffic up 6.8% year-over-year.
Key figures
- B2c growth from 2026
- over 27%
- Ecommerce traffic yoy
- 6.8%
- App session growth vs web
- 1.3x
- Ai users also using search
- 89%
- Us mobile primary shoppers
- 86.5%
- Electronics category growth
- 1.5%
- Ai referral growth past year
- more than 200%
- Us apparel unit sales growth
- 33.7%
- B2c ecommerce revenue 2030 forecast
- over 4.9 trillion U.S. dollars
- Ai recommendation purchase advantage
- 2-to-1
AI analysis
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AI-generated analysis of a public disclosure. Not investment advice; verify against the original document.