Have you seen our “Top of AI: GEO Study Latam 2026”? See the study (in Spanish) (opens in a new tab)

nomadic
ES — EspañolLet's talk

Top of AI · Colombia · October 2026

AI and ecommerce study Colombia 2026: which stores ChatGPT, Gemini and Google name and link to

In one sentence

Top of AI, Nomadic's October 2026 study, measured which sites ChatGPT, Gemini, AI Overviews and AI Mode link to across 19,827 shopping searches in Colombia: Gemini links to Mercado Libre in 52% of its answers, ChatGPT splits its links between Mercado Libre (35%), Homecenter (30%) and Falabella (26%), and 81% of AI Overviews show Google Shopping listings.

By Nicolás Billia, Head of SEO and Nicolás Bargioni, Head of Data · Published · DOI 10.5281/zenodo.23601816

  • 19,827generic, unbranded shopping searches
  • 4AI surfaces: ChatGPT, Gemini, AI Overviews and AI Mode
  • 10/22/2026day all answers were captured

Most linked sites

Which sites each AI links to in Colombia

In Colombia, the site Gemini and ChatGPT link to most is mercadolibre.com.co (52% and 35% of their answers). On Google, Google Shopping listings come first (81% of AI Overviews and 59% of AI Mode), and the first external site in AI Overviews is mercadolibre.com.co (35%).

AI Overviews

% of answers that link to the site

  1. 1.Google Shopping listingsgoogle.com81.4%
  2. 2.mercadolibre.com.coMarketplace34.6%
  3. 3.youtube.comVideo33.3%
  4. 4.instagram.comSocial media26.6%
  5. 5.homecenter.com.coRetailer21.4%
  6. 6.facebook.comSocial media17.5%

AI Mode

% of answers that link to the site

  1. 1.Google Shopping listingsgoogle.com59.2%
  2. 2.mercadolibre.com.coMarketplace14.9%
  3. 3.youtube.comVideo14.0%
  4. 4.instagram.comSocial media6.6%
  5. 5.homecenter.com.coRetailer6.2%
  6. 6.tiktok.comSocial media4.8%

ChatGPT

% of answers that link to the site

  1. 1.mercadolibre.com.coMarketplace34.9%
  2. 2.homecenter.com.coRetailer29.9%
  3. 3.falabella.com.coMarketplace25.9%
  4. 4.exito.comRetailer6.8%
  5. 5.decathlon.com.coRetailer6.3%
  6. 6.alkosto.comRetailer6.1%

Gemini

% of answers that link to the site

  1. 1.mercadolibre.com.coMarketplace51.9%
  2. 2.falabella.com.coMarketplace26.2%
  3. 3.homecenter.com.coRetailer22.6%
  4. 4.exito.comRetailer9.7%
  5. 5.youtube.comVideo6.4%
  6. 6.farmatodo.com.coRetailer6.0%

Each figure is the share of that AI's answers in which the site appears. For AI Overviews, the base is the searches where Google showed one (85% of the country's searches). Google Shopping listings count as a separate site type.

Site type

Which type of site each AI links to in Colombia

In Colombia, ChatGPT and Gemini link to retailers (79% and 80% of their answers) and marketplaces (53% and 66%), while Google starts with its own catalog: Google Shopping listings in 81% of AI Overviews and 59% of AI Mode. The AI that cites media and reviews most is Gemini, at 33%.

Site typeAI OverviewsAI ModeChatGPTGemini
Google Shopping listings81.4%59.2%0.0%0.0%
Marketplace46.7%17.0%53.4%66.1%
Retailer74.8%27.2%79.3%80.4%
Brand site51.6%18.7%42.7%44.0%
Media and reviews16.2%14.3%12.6%33.2%
Social media44.2%14.1%0.1%0.3%
Video33.3%14.1%0.0%6.4%

% of answers with at least one site of that type. Margin of error of ±1 to ±3 points per country and AI.

Naming vs linking

Naming a brand and linking to its site are two different things

Linking means putting the site as a source of the answer; naming means writing the brand in the text. In Colombia, ChatGPT links to some brand's site in 43% of its answers, but the brand it names most, Samsung, appears in 4.5%: the study's searches didn't ask for brands, so each brand only competes within its category.

AI Overviews

% of answers that name the brand

  1. Kalley3.2%
  2. Samsung3.0%
  3. HP2.1%
  4. Adidas2.1%
  5. Zara1.9%

Links to a brand site in 51.6% of answers

AI Mode

% of answers that name the brand

  1. Samsung2.8%
  2. Kalley2.5%
  3. Adidas1.7%
  4. HP1.6%
  5. LG1.5%

Links to a brand site in 18.7% of answers

ChatGPT

% of answers that name the brand

  1. Samsung4.5%
  2. Xiaomi3.0%
  3. Adidas2.4%
  4. Haceb2.3%
  5. LG2.2%

Links to a brand site in 42.7% of answers

Gemini

% of answers that name the brand

  1. Samsung5.0%
  2. LG3.2%
  3. Xiaomi3.1%
  4. Truper3.0%
  5. Haceb2.7%

Links to a brand site in 44.0% of answers

Brands named in the answer text, with or without a link. Each % is over all of the country's shopping searches, across every category, so a brand that sells in a single category has a low %. Brands that are Nomadic clients are left out of the ranking, as in the study.

Differences between AIs

Each AI answers with different sources in Colombia

In Colombia, for the same search, the pair of AIs that shares the most sources is ChatGPT and Gemini (16% on average) and the one that shares the least is AI Mode and ChatGPT (6%): showing up in one AI doesn't guarantee showing up in another. Mercado Libre shows the gap: it appears in 52% of Gemini answers and in 15% of AI Mode answers.

Sources two AIs share for the same search

  • ChatGPT and Gemini15.6%
  • AI Overviews and Gemini12.9%
  • AI Overviews and ChatGPT11.7%
  • AI Overviews and AI Mode10.0%
  • AI Mode and Gemini6.6%
  • AI Mode and ChatGPT5.6%

Average per search of the sites repeated between the two answers, excluding Google Shopping listings.

Mercado Libre in each AI

  • AI Overviews34.6%
  • AI Mode14.9%
  • ChatGPT34.9%
  • Gemini51.9%

% of answers that link to the country's Mercado Libre. (mercadolibre.com.co)

Before answering, ChatGPT searches the web on its own: for the Colombia questions it ran 20,040 internal searches, added the year to 99.6% of them and named a brand the person hadn't asked for in 11.5%.

All 4 countries

Colombia compared with the study's other three countries

Each site's weight changes from one country to another, even within the same AI: Gemini links to Mercado Libre in 73% of its answers in Argentina, 52% in Mexico, 52% in Colombia and 45% in Chile.

CountryGemini → Mercado LibreChatGPT → Mercado LibreChatGPT → retailerAI Overviews → Google Shopping
Argentina73%51%71%82%
Mexico52%32%83%82%
Colombia (this page)52%35%79%81%
Chile45%20%89%84%

% of each AI's answers. Mercado Libre counts only each country's domain.

Method and limits

How we measured it and what the study doesn't say

The study took 19,827 generic, unbranded shopping searches from Google demand in Colombia, sent them to ChatGPT, Gemini, AI Overviews and AI Mode on October 22, 2026, and classified every cited site into 10 types. It is a one-day snapshot, with margins of ±1 to ±3 points per AI.

  • What each AI received: AI Overviews and AI Mode got the search as typed into Google; ChatGPT and Gemini got a question based on the shopping stage, in Spanish: "Which {product} should I buy today in Colombia?" or "Where can I get {product} in Colombia and at what price?".
  • Capture: the answer each AI shows in its interface, captured with DataForSEO throughout October 22, 2026 (Argentina time). Classification and analysis with Nomadic's own tools.
  • Base for each %: each AI's answers with text. For AI Overviews, only the searches where Google showed one.
  • Clients: sites of Nomadic clients are measured like the rest and shown anonymized ("Retailer A", "Medio A"), except Mercado Libre. No company named paid for or reviewed the study.
  • It doesn't measure branded searches or how many sales go through these answers, and it doesn't include Perplexity, Claude or Copilot. It is an October snapshot: the season (Hot Sale, Buen Fin, Cyber) and each model version change the answers.
Full method, margins and tables in the study (Spanish)

How to cite

Open data, with a DOI and a CC BY 4.0 license

Top of AI's data and method are published on Zenodo, CERN's open repository, under a CC BY 4.0 license: you can use them as long as you cite the source with the link.

Academic citation (APA)
Billia, N., & Bargioni, N. (2026). Top of AI: Estudio GEO Latam 2026 [Report and dataset, data version 2.1]. Nomadic. https://doi.org/10.5281/zenodo.23601816
For press
According to Nomadic's Top of AI study, which analyzed ChatGPT, Gemini, AI Overviews and AI Mode answers to 19,827 shopping searches in Colombia (October 22, 2026, DOI 10.5281/zenodo.23601816).

Authors: Nicolás Billia, Head of SEO and Nicolás Bargioni, Head of Data

See the full study (Spanish) Data on Zenodo (DOI)

Your brand report

Want to know whether AI names your brand?

We apply the same method to your products and your competitors', in your country.

Request the report