How IDMarket turned ChatGPT clicks into €36,000 of filled baskets, with Yumens and Thrad

The challenge

Online furniture shopping used to start on a search engine or a marketplace. Today, more shoppers start by asking an AI assistant what to buy, and come back to it as they narrow down their options. For IDMarket, an online retailer of furniture for the home and garden, the challenge was to be present in the channel where a growing share of high-intent shopping questions was now being asked.

Furniture is rarely bought on impulse. Shoppers usually spend days comparing pieces across several sites before they add anything to a basket, and IDMarket serves them through separate shops in three countries, each in its own language.

The approach

Shoppers are changing where they ask for advice. In a 2025 Capgemini survey of 12,000 consumers, 58% said they now turn to AI tools rather than search engines for product recommendations, up from 25% two years earlier. For furniture, where a single purchase can take weeks of research, that shift moves the most important part of the journey into the conversation.

The campaign was built to meet shoppers there. Through Thrad, IDMarket went live on ChatGPT in all three markets in late August 2026, with ads featuring specific pieces from each country’s own catalogue, from bookcases in Spain to dining chairs in France. The aim was to put a concrete option in front of shoppers while the assistant was helping them decide.

Shoppers reached this way tend to arrive further along. Adobe’s analysis of US retail traffic in 2025 found that visitors referred by AI assistants were a third less likely to leave a site straight away, and spent nearly half as much time again on it. IDMarket’s campaign built steadily on that: in its first week it drew around 250 clicks a day; by its last, more than 1,000, at a click rate 57% higher than when it started.

The result

In six weeks, IDMarket’s ads were shown more than 345,000 times on ChatGPT and clicked more than 21,000 times, with a click rate of 6.1%, 13 times higher than the average for traditional display advertising (banner ads).

What stood out was how quickly shoppers decided. Of the visitors from ChatGPT who added a product to their basket, 97% did so within a day of clicking, for a purchase that usually takes days.

That is the shift the campaign was built on: shoppers had done their comparing in the conversation, so the step from product page to basket was a short one.

And they shopped for the whole home. Baskets were worth more than €36,000 in total, with pieces as large as complete kitchens and double beds among them. The 44 baskets worth more than €200 alone accounted for over 40% of that value, and storage furniture and dining sets made up half of everything added.

It held in every market. More than a third of visitors added a product to their basket in each country, and in Germany, the smallest of the three, close to one in two did. One in six of those shoppers went on to checkout. Six days after launch, Corentin Boulais, Senior Paid Media Expert at Yumens, reported: “We have even made a first sale, in Germany.”

For IDMarket, being in the conversation meant being in front of shoppers at the moment their research ended and their decision began.