智通财经网·2025-12-29 08:06Core Insights - The report from China Merchants Securities highlights the integration of open-source GPT models into e-commerce, creating a closed-loop conversion from intent to transaction, significantly shortening the user decision-making path [1] - ChatGPT has partnered with major retailers like Etsy, Shopify, Walmart, and Target to pilot AI-driven direct payment, contextual recommendations, and local fulfillment services, marking a new entry point for online traffic for traditional retail giants [1] Group 1: E-commerce Transformation - Open-source GPT models are driving e-commerce from "self-search" to "intelligent agents," enhancing user experience and operational efficiency for small and medium-sized businesses [1] - Walmart saw approximately 15% of its total referral traffic come from ChatGPT in September, up from 9.5% in August, indicating a significant increase in AI-driven traffic [2] - Target has innovatively integrated fresh and local inventory with DriveUp fulfillment, providing a personalized and one-stop shopping experience [2] Group 2: Competitive Responses - Amazon has opted for a closed-source self-developed Rufus model to control platform traffic and data, focusing on personalized memory, scene recognition, and multimodal search capabilities [3] - Rufus is expected to see a 140% year-over-year increase in monthly active users and a 210% increase in interaction volume by 2025, enhancing user conversion rates [3] - Amazon is also developing AI chips, Trainium and Inferentia, to support Rufus, ensuring cost-effective AI service operations [3] Group 3: AI Integration in Chinese Market - Alibaba's "Qwen" project, centered around the Qwen model, aims to create an intelligent assistant app that facilitates AI-driven shopping experiences [4] - The "豆包" service has integrated with Douyin Mall, achieving over 10 million downloads in its first week, showcasing strong user engagement and ecosystem integration [4] - The Qwen3 model ranks among the top globally, enhancing Alibaba's competitive edge in AI and content innovation [4] Group 4: Investment Opportunities - The acceleration of AI in e-commerce is reshaping the industry chain and monetization models, presenting investment opportunities in related companies [5] - Companies like "什么值得买" and SaaS firms such as 光云科技 are rapidly advancing AI product integration, enhancing the entire process from recommendation to customer service [5] - Other notable companies include 淘宝系生态 companies like 若羽臣, 青木科技, and marketing agencies like 易点天下 and 蓝色光标, which are also positioned for growth in this evolving landscape [5]