#Japan #Generative AI #Shibuya #Cross-Border E-Commerce #WAFUU.COM

The Surge of Cross-Border E-Commerce Purchases via Generative AI

In a groundbreaking revelation, Qrestia Inc., the managing company of WAFUU.COM, a cross-border e-commerce site specializing in Japanese products, has reported an astonishing 25-fold increase in purchasing traffic driven by generative AI platforms like ChatGPT, Gemini, Claude, and Perplexity since January 2025. The findings indicate that generative AI has become a significant customer engagement channel, dramatically transforming the landscape of cross-border ecommerce.

Key Findings of the Analysis

Through comprehensive market trend analysis, WAFUU.COM has uncovered notable shifts within its e-commerce platform:

1. Rapid Growth of AI-Driven Traffic: Between January and November 2025, traffic from generative AI sources surged nearly 25 times compared to previous metrics. What was virtually nonexistent in 2024 has now established itself as a critical touchpoint for consumer engagement.

2. Formation of New Purchasing Channels: The traffic generated by AI is no longer restricted to merely information-seeking; it has started functioning effectively as a direct sales avenue. Especially notable is the stability in monthly purchases observed in late 2025, underscoring the expanding role of AI in consumer purchasing behavior.

Customer Attributes Influenced by AI

The characteristics of customers arriving via AI-driven channels stand out starkly when compared to traditional sources. Data shows that the rate of items added to carts exceeded the overall average by 38.5%, and the checkout completion rate was 22.6% higher, confirming that “intention-driven visitors” are increasingly utilizing these AI pathways.

Moreover, the average session length was recorded at 114 seconds, surpassing the overall average of 91 seconds by 25.8%, indicating careful comparative consideration of products. Such behavior suggests that customers are engaging with products in a more cautious and rational manner, having gathered detailed product information through AI interactions before visiting the site.

Device Usage Trends

Analysis of access environments reveals that a staggering 95% of sessions stem from mobile devices. This highlights the trend that AI-driven purchasing activities primarily happen via smartphones, correlating strongly with the mobile-first approach of many conversational AI platforms like ChatGPT.

Product Characteristics and Regional Distribution

A comparative analysis between AI-driven purchases and those initiated via Google demonstrates intriguing divergences. While Google searches often specify particular brands or models, such as