AI購物掀翻跨境電商：亞馬遜「關門」，ChatGPT「拆牆」

億邦動力

02/12

本文來自微信公衆號：億邦動力，編輯：何洋，作者：王浩然2026一開年，ChatGPT的商業化動作就快馬加鞭，要收交易佣金，又正式在美國市場測試廣告功能，連廣告費用都已經被披露：CPM 60美元，幾乎等同於Meta的3倍。另一邊，Google也公布了一個全新的通用商務協議，覆蓋從商品發現、推薦、下單、支付，到訂單管理及售後支持的全鏈條，使AI代理（如Google的AI搜索或Gemini）能夠跨平台、...

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16:11","share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","id":"2610020910","market":"us","top_or_hot":-1,"title":"AI購物掀翻跨境電商：亞馬遜「關門」，ChatGPT「拆牆」","media":"億邦動力","content":"<div>\n<p>本文來自微信公衆號：億邦動力，編輯：何洋，作者：王浩然2026一開年，ChatGPT的商業化動作就快馬加鞭，要收交易佣金，又正式在美國市場測試廣告功能，連廣告費用都已經被披露：CPM 60美元，幾乎等同於Meta的3倍。另一邊，Google也公布了一個全新的通用商務協議，覆蓋從商品發現、推薦、下單、支付，到訂單管理及售後支持的全鏈條，使AI代理（如Google的AI搜索或Gemini）能夠跨平台、...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260212161530a49b8a0b&s=b\">網頁鏈接</a>\n\n</div>\n","source":"tencent","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>AI購物掀翻跨境電商：亞馬遜「關門」，ChatGPT「拆牆」</title>\n<style 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href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260212161530a49b8a0b&s=b\">網頁鏈接</a>\n\n</div>\n\n<div class=\"bt-text\">\n\n\n<p> 來源：<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260212161530a49b8a0b&s=b\">億邦動力</a></p>\n<p>為提升您的閱讀體驗，我們對本頁面進行了排版優化</p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU2265009873.SGD","symbol_name":"Eastspring Investments - Global Growth Equity AS SGD-H","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260212161530a49b8a0b&s=b","article_id":"2610020910","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260212161530a49b8a0b&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description 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(USD) ACC","IE00B19Z8W00.USD":"FTGF CLEARBRIDGE US LARGE CAP GROWTH \"A\" INC","LU1791710400.SGD":"Fidelity Global Demographics A-ACC-SGD","LU0256863811.USD":"ALLIANZ US EQUITY \"A\" INC","LU0056508442.USD":"贝莱德世界科技基金A2","LU0390134368.USD":"FRANKLIN GLOBAL GROWTH \"A\" (USD) ACC","BK4604":"机器人概念"},"translate_title":"AI shopping overturns cross-border e-commerce: Amazon \"closes the door\", ChatGPT \"tears down the wall\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"AMZZ":0.6,"AMZW":0.6,"AZYY":0.6,"USAW.SI":0.6,"AMZU":0.6,"AMZD":0.6,"AMZN":1.97,"AMZY":0.6},"content_text":"本文來自微信公眾號：億邦動力，編輯：何洋，作者：王浩然2026一開年，ChatGPT的商業化動作就快馬加鞭，要收交易佣金，又正式在美國市場測試廣告功能，連廣告費用都已經被披露：CPM 60美元，幾乎等同於Meta的3倍。另一邊，Google也公布了一個全新的通用商務協議，覆蓋從商品發現、推薦、下單、支付，到訂單管理及售後支持的全鏈條，使AI代理（如Google的AI搜索或Gemini）能夠跨平台、跨系統地執行完整的購物流程。AI對話工具開始變得更像一個新型電商平台，儘管短時間內還未能看到成規模的出單跡象，但已經開始在一定程度上改變用户過往的購物路徑。Adobe數據顯示，在2025年假日購物季期間，從AI推薦引流至零售商渠道的流量按年增長近700%。有機構預估，到2030年，AI代理可能會影響15%-25%的電商銷售額。與此同時，傳統電商平台似乎開始警惕了。亞馬遜、eBay等，接連出手禁止AI代理爬取並推薦平台上的商品（注：目前eBay唯一接入了ChatGPT），關起門做自己的站內AI購物助手，勢要守住現有流量。繼上一次出現「獨立站vs第三方平台」的路線分野後，跨境電商行業似乎又走到了一個分水嶺：以ChatGPT和Gemini為代表的AI對話工具，和以亞馬遜、eBay為代表的傳統電商平台，或許將在AI電商時代迎來一場新的流量入口大戰。AI入口大戰的開端：「開放網絡」對決「圍牆花園」圍繞AI購物，主流玩家們呈現出迥然不同的傾向：一方走向徹底開放；一方則是先築起圍牆，觀望後再下手。前者以OpenAI和Google為代表，選擇擁抱所有生態，能夠跨平台、跨渠道地接入商品信息與購物場景，通過自然語言交互、智能推薦等方式，將用户的購物意圖轉化為具體動作。過去半年間，OpenAI的ChatGPT、Google的Gemini，以及微軟旗下的Copilot，先後聯合支付服務商推出了站內支付功能，並與Shopify、Etsy、Walmart、Target等平台陸續達成合作，包括Glossier、SKIMS、Spanx等在內的零售商成為了首批接入ChatGPT的品牌。而以亞馬遜、eBay為代表的平台，則是採取了相對「封閉」的姿態，以自有數據、自有流量、自有交易體系為核心，通過控制搜索結果、廣告位、站內推薦等資源，使用户流量和交易行為留在自己的生態圈內，構築封閉但深度定製的用户體驗。對他們而言，這種模式能夠將廣告收入和站內交易價值最大化。此前，有報告指出，亞馬遜已經通過技術手段限制ChatGPT、Gemini抓取其平台商品數據；社媒平台Reddit上亦有不少用户反饋稱，已經無法在AI推薦結果的前列看到亞馬遜的商品；eBay也在前不久更新了用户協議，明令禁止第三方代理和AI助手在未經許可的情況下對eBay平台進行訪問。這也不是亞馬遜第一次與AI入口產生衝突。此前，亞馬遜就曾對Perplexity的AI瀏覽器Comet在其平台的自動購物行為發出法律威脅，認為其違反平台規則，並可能損害用户體驗；Perplexity則反過來指責亞馬遜在壓制創新和競爭。圖：The Information對此，外媒評價稱，這與亞馬遜歷史上對零售業務的嚴格控制相一致，比如其大規模投入自建物流、存儲支付信息、發展站內廣告業務等。在同樣的思路下，為了將購買搜索流量和廣告收入留在自己的生態內，而不是被外部AI入口截流，亞馬遜也在加速構建自己的AI購物路徑。比如，亞馬遜內置於站內的選AI助手Rufus這兩年不斷進化，在2025年第四季度的財報中，官方披露，Rufus已被超3億客户使用，使用Rufus的客户完成購買的概率高出約60%，過去一年由Rufus輔助帶來接近120億美元的銷售額增長，遠超內部預期。一位亞馬遜發言人表示：「我們看到了重大的機遇，可以創新並進一步改善用户的購物體驗。我們既可以提供線上商店，又可以提供一個AI購物助手。」跨境電商格局生變：獨立站率先吃到AI流量紅利無論亞馬遜的態度如何，ChatGPT、Gemini等AI對話工具一連串的動作，已經開始攪動整個跨境電商格局，開始對鏈條上的各個角色、各個環節產生影響。不過，與前幾輪平台對壘不同的是，這場戰爭在一開始就捲入了足夠多的玩家。在AI推薦的邏輯下，傳統的流量分配方式和玩法正在發生巨大的改變。與以往通過搜索關鍵詞或平台算法來競爭流量的方式不同，ChatGPT們的推薦更多是基於自然語言理解與用户意圖匹配，不依賴付費廣告位。最直接，也是最大的受益者，莫過於Shopify及其背後數百萬的獨立站商家群體。而Shopify也是最積極接入各個AI對話入口的角色，參與各個協議的搭建，還開發了Shopify Catalog，將數百萬商家的產品和信息結構化，甚至還把Shopify Catalog開放給了沒有使用Shopify建站的品牌。在多個季度的財報電話會上，Shopify官方都提及了AI購物對獨立站商家的貢獻：自2025年1月以來，截至2025年第三季度，商家流量渠道中來自AI推薦的流量激增了7倍；截至年底，歸因於AI推薦的訂單暴漲15倍。當然，吃到「蛋糕」的不止Shopify獨立站。據Similarweb統計，到2025年年8月份，沃爾瑪電商平台約1/5的推薦流量來自於ChatGPT。另有數據顯示，ChatGPT約20%的推薦流量導向Etsy，15%推給Target，10%推給eBay。Modern Retail稱，目前，沃爾瑪約36%的推薦流量來自於AI推薦。「儘管推薦點擊在網站總訪問量的佔比中不到5%，但未來如果更多購物行為發生在ChatGPT等AI入口中，可能會對品牌和零售商產生重大的影響。」廣告和經營的形式、邏輯也在發生改變。Google表示，將允許商家在AI所給出的購物建議中直接提供折扣（Direct Offers），並由AI來確定什麼時候最適合進行展示，從而推動消費者購買；未來還將進一步推出捆綁銷售、免費配送等服務，進一步吸引消費者在AI對話中直接下單。與此同時，Google的Business Agent則類似於售前導購，能夠調取品牌相應的知識及商品信息，從品牌的角度直接回答消費者所提出的各種問題，讓對話場景具備互動屬性。據悉，目前，勞氏、鋭步、Michael‘s、Poshmark等品牌已經接入Business Agent，在接下來的幾個月中，將能夠根據自己的數據訓練Business Agent，獲取相應的用户洞察，並為相關的產品提供優惠等。而AI對話入口也確實已經為商家帶來了實際的轉化。一位跨境營銷服務商稱，AI助手所帶來的轉化，在Shopify商家的GMV中平均佔0.5%-1.2%，還在相對早期的階段；但未來，如果商家能夠撥更多的預算在GEO領域，那麼AI渠道所貢獻的GMV佔比或許能夠達到3%-8%。服務商也依託於AI購物迎來新的生機。比如，Stripe成為各個協議和AI入口有關支付環節的重要一環；Worldpay、PayPal和checkout.com也表示將採用Stripe和OpenAI的ACP標準；BNPL（Buy now Pay later）領域的支付公司KLAR也加入了Google的全新通用商務協議。甚至於，一些支付服務商也選擇加入市場教育的隊伍。在PayPal去年的一次財報後電話會議上，其高管就直言，AI購物依舊處於早期階段，需要PayPal在市場營銷方面投入資金來做市場教育。此外，一批GEO服務商更是如雨後春筍般湧現。AI電商時代，誰能穩坐釣魚台？上周，亞馬遜發布了最新一季度的財報，財報中稱，亞馬遜北美地區的零售業務收入增速為10%，按月放緩1.3%。市場研究機構海豚投研分析稱，在考慮到美國市場整體零售業務並沒有明顯變化的情況下，AI電商的競爭似乎已經在一定程度上對亞馬遜的業務產生影響。但亞馬遜的公開表態中，似乎並不為此而擔憂。「我認為，最終很多客户會選擇使用零售商推出的優質購物智能體。因為消費者在零售購物中真正看重的是豐富的商品選擇、低廉的價格、快速的配送，以及值得信賴的服務。」亞馬遜CEO Andy Jassy指出，「第三方代理在商品選擇的聚合方面可能會有不錯的效果，但零售商在這四個方面都能提供更優質的體驗。」「大家需要考慮，有多少消費者會傾向於使用一個介於零售商和消費者之間的代理，而不是零售商提供的、擁有其全部購物歷史和準確數據、便於精準購物的優秀代理？」他談道。可以看到，無論是在媒體採訪中，還是在財報後的電話會議上，Andy Jassy的態度一以貫之：對用户將更多使用亞馬遜的AI助手感到「非常樂觀」。這一方面是亞馬遜站內AI購物助手Rufus在過去一年良好的數據表現給了他底氣。另外一部分原因也在於，從AI對話入口完成購物確實還處於很早期的階段，缺乏實際用户數據和履約能力保障，各方面的體驗都有待提升。有市場機構分析稱，在ChatGPT中下單，與在獨立站上直接購買商品並不完全相同。比如，ChatGPT在搜索結果中推薦產品，前提是需要確保商品詳情（如定價、庫存等）與獨立站的內容保持同步，而能夠完全實現信息標準化、符合AI標準的商家並不多，導致部分紕漏。OpenAI的發言人也表示，正在研究如何最好地結構化、標準化產品數據，來確保信息的準確性；並結合商家和支付公司的反饋，進行改進。就連亞馬遜自己的Rufus，也被一些零售商所詬病。在他們看來，亞馬遜利用AI獲取網站上的產品清單，並沒有經過零售商的同意，會導致一定程度的錯誤，比如向消費者顯示過期的產品信息等。Andy Jassy在接受The Information採訪時直言，許多AI驅動的購物工具體驗「還不太好，會獲取錯誤的產品信息或定價」，但他相信這種情況會隨着時間的推移而逐漸改善。值得一提的事，對亞馬遜自身來説，「封閉」也不是絕對的。Andy Jassy在不止一個場合提到，希望能夠與第三方AI代理建立合作關係，只不過「需要找到一個對雙方都有意義的客户體驗和價值交換方式」。「我認為，未來，大多數零售商都會擁有自己的智能體，也會出現成熟的第三方智能體。但能在亞馬遜上購物的人，很大程度上還是會從亞馬遜開始。」Andy Jassy説道，「部分原因在於商品種類豐富、價格低廉、配送速度快，還有一點很關鍵的是，消費者不太能容忍你在他們面前投放與搜索內容毫無關聯的廣告，而這正是亞馬遜廣告團隊過往所投入的領域。」歸根到底，亞馬遜當下透露出的應對AI電商時代流量入口變遷的秘訣是：做好用户體驗，並一以貫之地保持下去。但這也不只適用於亞馬遜。Shopify在昨天的電話會上，對AI購物表現出了前所未有的自信：「在新的AI購物體系下，大模型不會繞過Shopify進行結賬，物流、支付、分析等複雜環節也始終圍繞Shopify進行。」手握數十億產品數據和結構化能力，就是Shopify的底氣。「2026年，將進入AI購物大規模應用階段。」Shopify高層表示。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"}}}