While e-commerce traffic is integrated with the market with some powerful verticals, apps and AI appear as the fastest growing channels.
Tel Aviv, Israel, September 15, 2025– (Business Wire) – While ecommerce websites fight for any increase in traffic, app-based ecommerce is experiencing strong growth, according to a global ecommerce 2025 report published today (NYSE: SMWB). The report also shows that the web market, such as Amazon and Temu, is growing faster than specialty stores. Meanwhile, trickle of traffic from AI chatbots has proven important as those visitors are ready to buy.
The report reveals estimated online activity for the period July 2024 to June 2025, and which markets, merchants, websites, apps, categories and countries are seeing the biggest growth compared to the previous year between July 2023 and June 2024.
Important findings:
Web vs App: Overall visits to ecommerce and shopping websites have declined by 1% over the past year, while ecommerce app sessions have increased by 13%.
AI refers to a high-purpose buyer. Ecommerce websites gather a small but rapidly growing important share of traffic from AI chatbots like ChatGpt. SirserWeb estimates that the conversion rate for visits introduced by ChATGPT is 11.4%, but organic search is 5.3%.
Markets and stores: On the web, e-commerce activities are increasingly concentrated in markets such as Amazon and Temu, as opposed to independent stores. However, even in total, the market only increased traffic by 1%.
Beauty and luxurious shops outperform: While stores focused on beauty and luxury goods are seeing modest growth, homes and gardens, fashion and apparel and appliances are weathering the recession of web traffic.
“There is a lot of panic in the market about AI-driven changes in search, but that shouldn't obscure the benefits,” said Laurie Naspe, Director of Market Insights at Simarweb. “We believe that brands and sellers who optimize for AI's vision are more likely to capture new traffic channels that often provide visitors. These are people ready to buy because they're already doing research on ChatGpt or Gemini. Meanwhile, downloading the app to consumers and making the app a truly engaging experience is a powerful way to buy habits.
“In other words, whatever is happening in the broader market, there is always a business that outperforms by staying ahead of the trends. You need to make sure you're one of them,” Naspe said. “A good example is beauty brand Il Makiage. According to estimates from Sisirweb, global visits have more than doubled over the past year, mainly thanks to effective social media marketing.
The report recommends that sellers need to sharpen their market strategies and rethink how they can highlight how they can slow or shrink their customers more.
According to SimaryWeb's insights, Amazon is nearly 1.3 million unique visitors per month compared to the largest e-commerce site on the web (#2 Temu 314.9 million), leading 651.7 million monthly active users (MAUS). The second largest use of the app is Shopee in Southeast Asia, 392.8 million Mauss, followed by Temu with 246.4 million. Despite tariff challenges in the US, Temu has increased its traffic by 56.9% over the past year. The fastest growing digital properties tend to be more specialized online stores like Apperel Merchant Quince, with its web visitors increasing by 130.9%, while the women's clothing store Farm Rio is increasing by 311.8%.
For more information, download the entire Global State of Ecommerce 2025 report. This report addresses macro trends such as increased importance of brand visibility in responses provided by ChatGpt and strategies for success, such as social media engagement for beauty brands. Additionally, it offers chapters focused on markets such as beauty, fashion, home appliances, Amazon and online store categories such as home and garden.
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Disclaimer: All names, brands, trademarks and registered trademarks are the property of their respective owners. The data, reports, and other materials provided or provided by Simarweb are composed or included with estimated metrics and digital insights generated by Simarweb using its proprietary algorithms based on information collected by Simarweb from multiple sources using advanced data methodologies. SimaryWeb is not responsible for the accuracy of such data, reports, and materials, and shall not be liable for any decisions or actions made by any third party based on or in part on such data, reports, and materials. For additional information, please see here.
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