From search to conversation: how LLMs are changing the way we buy.
The way we buy has changed, not gradually, but radically. And the catalyst? Not another eCommerce platform or social network, but something far more fundamental: Large Language Models (LLMs).
Tools like ChatGPT, Claude, and Gemini are not just shaping how we ask questions, they’re reshaping how we make decisions. And that includes how we shop, who we trust, and where we discover products.
The decline of traditional search
For decades, buying started with a search: “Best noise-cancelling headphones under €200.
”This query would send users down a familiar path: scanning blue links, opening tabs, reading listicles, comparing reviews, checking prices, closing pop-ups, and repeating until either fatigue or decision.
But now?
That same question asked in an LLM-powered chatbot might return a single, confident, conversational answer, including product suggestions with reasons why, not just based on popularity, but on context and intent.
