Nearly 45% of consumers who use AI for shopping have bought from an online store they had never used before, according to PYMNTS Intelligence's October 2026 Consumer AI Benchmark Report. That gives lesser-known brands a reason to take AI discovery seriously: shoppers are willing to try a new merchant.
Winning that first order still depends on the offer. The same coverage points to lower prices and comparable returns as reasons marketplace shoppers would consider buying direct.
What would persuade a marketplace shopper to buy direct?
In its October 22 coverage, PYMNTS reported that 53.9% would consider buying directly from a retailer for a lower price or an exclusive discount. Comparable returns appealed to 35.2%, while 12.1% cited an AI assistant handling checkout.
Nearly half also named equally fast, free shipping. That response is omitted from the graph because the coverage does not give an exact percentage.
These are stated reasons to consider switching, not measured conversion rates. Even so, the gap suggests that a direct seller should examine its delivered price and service terms before assuming a new checkout feature will persuade shoppers to leave a marketplace.
Amazon remains a common destination for the order
PYMNTS reported on October 30 that Amazon accounted for 59% of consumers' most recent AI-assisted purchases.
The two findings describe different behaviors. The unfamiliar-store figure covers a purchase at any point; Amazon's share concerns the most recent AI-assisted purchase. Reading them separately shows both the willingness to try another seller and the marketplace's continuing role in completed orders.
For a brand selling both direct and through Amazon, a recommendation can benefit either channel. The commercial question is where the shopper finds the best combination of price and confidence in the order.
Give the first-time buyer enough information to decide
A returning customer already knows what a store is like. A visitor arriving on an AI recommendation may have little context beyond the product they were shown.
A delivery estimate on the product page helps a buyer decide whether an item will arrive in time. Clear return terms explain what happens if it does not fit. When a direct-store discount has conditions, showing them alongside the price lets the shopper assess the actual saving before checkout.
Those details let a new visitor compare the offer with a familiar marketplace while they are still choosing where to buy.
When reviewing results, compare identifiable AI referrals with other first-time visitors over the same period. A rise in discovery and a rise in direct orders are different outcomes. Knowing which one changed helps a merchant decide whether to improve product information or the offer itself.
Common questions
Does AI discovery give smaller stores a chance to win customers?
The survey shows that many AI shoppers have tried an unfamiliar store. It does not guarantee that any individual merchant will receive visits or orders.
Does the graph show which change will increase my conversion rate?
It shows reasons respondents said they would consider buying direct. A store would need to measure actual purchases to assess a change.
Can a brand benefit if the shopper orders through Amazon?
A brand that sells there may still win the sale. Track marketplace and direct-store outcomes separately when assessing the value of discovery.