By skyforbes 
ChatGPT is reshaping how shoppers find products online and Walmart is benefiting far more than Amazon.
In August, 20% of the people who landed on Walmart.com by clicking a link on another site got there from ChatGPT, according to Similarweb, a web‑traffic analytics company.
While total shopping activity through ChatGPT is still small, it is growing quickly. Etsy now gets more than 20% of its referral traffic from ChatGPT and Target gets about 15%.
On Amazon, though, the share of referral traffic from ChatGPT is under 3% and it is unlikely to rise soon.
The gap says a lot about the different business models at Amazon and Walmart, and how each company thinks about its relationship with shoppers.
The Amazon Way: Protecting Its Advertising Engine
Amazon has become such an important marketplace that research firm Jungle Scout estimates 56% of consumers begin their online product searches on Amazon.com.
That makes Amazon more than a retailer. It makes it one of the most valuable advertising platforms in the world. According to Marketplace Pulse, advertisers spent over $50 billion last year to reach shoppers on Amazon’s site, and that money flows right onto…