- 13%+of shoppers who come through AI buy, against a normal 3%
- 5% or 6%of referral traffic now comes from AI, up from about 2% to 3% at the start of 2026
The numbers
La Joya Jewelry sells lab-grown diamonds online. At the start of 2026, about 2% to 3% of its referral traffic came from AI sources. By early September it was about 5% or 6%.
Mehta said these visitors buy far more often than others. For example, he said that if 3% of shoppers normally buy, more than 13% of shoppers from AI do.
“But what I found is that that traffic is very focused, and it converts much better than normal organic traffic or paid traffic.”
Why he thinks it works
Mehta's view is that a recommendation carries trust. A shopper who has been told a company is good is more likely to believe it. He also said the biggest trend is that these shoppers have already done their research.
That shows up in what people no longer ask. In 2024 and 2025 the store had to explain how lab-grown diamonds differ from natural ones. In 2026 that has become a negligible part of its traffic.
“I guess the thinking behind it is you've been told that this is a good company, so you're more likely to believe it, and that's why conversions are better.”
What did not change
AI shoppers don't always spend more. Mehta said he hasn't seen them spend more than other customers. He said jewellery buyers usually come with a budget in mind.
What other stores can take from this
- A recommendation carries trust. Mehta thinks that when AI tells shoppers a store is good, they're more likely to buy from it.
- AI shoppers arrive informed. La Joya's visitors from AI have usually done their research, so they need less convincing on the basics.
- Don't expect bigger baskets. La Joya saw no sign that AI shoppers spend more per order.
Worth knowing: The 3% and 13% figures were given by the founder as an example, not as audited numbers.
Source
“How AI referrals are impacting traffic at 4 online retailers”
Read the original article (opens in a new tab)La Joya Jewelry is not a FirstPicked customer. This page is our summary of Digital Commerce 360's reporting. The figures and quotes are theirs.
