ChatGPT isn’t just answering questions anymore, it’s entering the world of eCommerce.
With powerful new capabilities in GPT-4o and GPT-4o-mini, ChatGPT is helping users discover, compare, and evaluate products directly within the chat interface. No more toggling between Google, Amazon, and reviews. Instead, ChatGPT presents a streamlined, intelligent shopping experience right where the conversation is happening.
And for eCommerce brands? This presents a new, fast-growing channel for product visibility, one that’s not driven by ads or search engine rankings, but by AI intent and user relevance.
ChatGPT’s Shopping Capabilities: What’s New?
When users type queries like:
- “Best budget office chairs under £150”
- “Gifts for a 10-year-old who loves science”
- “Top-rated blenders for smoothies”
ChatGPT now recognises the shopping intent behind the request. It responds with:
- Visual product carousels showing images and simplified names
- Short descriptions and feature highlights
- Summarised user reviews
- Labels like “Budget-friendly” or “Top-rated”
- Price and merchant links so users can explore further
These are not sponsored results or paid placements — ChatGPT independently selects products based on relevance to the query and third-party metadata.
How ChatGPT Selects and Displays Products
ChatGPT makes its shopping recommendations using a mix of inputs:
- Structured product metadata: Price, features, ratings, description, availability
- User intent and preferences: Based on the query, context, and memory (e.g. dislikes, budget, needs)
- Review summaries: Generated from public online sources
- OpenAI safety standards: To ensure appropriate, accurate product suggestions
If a user says “I need comfortable work shoes under £100,” the model will prioritise affordability and comfort. If the user previously indicated a preference against a specific style (like high heels or clowns), those results may be filtered out.
It’s a personalised, conversational shopping experience, driven by what the user needs — not what advertisers push.
Review Summaries, Labels, and Pricing Transparency
To make the process easier, ChatGPT also:
- Summarises product pros and cons based on online reviews
- Highlights common themes (e.g. “good for small kitchens” or “battery life could be better”)
- Adds AI-generated feature labels like “Best value” or “Highly rated”
- Shows prices, based on third-party data — though users are encouraged to double-check accuracy and shipping details
Importantly, ChatGPT doesn’t guarantee the lowest price or most current deal. Prices and availability are pulled from external providers and may be slightly outdated due to syncing delays.
How Businesses Can Submit Their Product Feeds to ChatGPT
Until recently, inclusion in ChatGPT’s shopping results relied on data from third-party aggregators. But now, OpenAI is opening the door to direct merchant integrations.
If you’re a retailer, brand, or eCommerce business, you can now express interest in submitting your product feed directly to ChatGPT by filling out this official form:
👉 Submit Your Product Feed to ChatGPT
This feed will help OpenAI:
- Keep your product listings accurate and current
- Display your products directly in user-facing shopping carousels
- Improve the quality and relevance of product discovery
Who should apply?
- Online retailers
- eCommerce brands
- Marketplace sellers with a structured product catalog
- Shopify/BigCommerce/WooCommerce store owners looking to improve AI visibility
The goal is to build a more complete, up-to-date product catalog that benefits both users and sellers — all without traditional advertising models.
Why This Matters for eCommerce Brands
AI-powered discovery is now a major part of the buyer journey. According to Adobe:
- 36% of users in the U.S. have discovered a product or brand through ChatGPT
- That jumps to 47% for Gen Z, who are quickly adopting AI tools as part of their everyday browsing and shopping routines
Additionally, 47% of marketers and small business owners say they’re using ChatGPT for business promotion — and two-thirds plan to increase their focus on AI visibility in 2025.
To stay ahead, brands should:
- Submit structured product feeds directly to ChatGPT via the OpenAI portal
- Optimise product titles, metadata, and images for clarity
- Encourage customer reviews and rich product descriptions
- Monitor how their products are summarised and adjust listings accordingly
This is the next evolution of eCommerce visibility — not ranking in Google, but ranking in AI conversations.
ChatGPT vs. Traditional Shopping Tools
| Feature | Traditional eCommerce | ChatGPT (GPT-4o) |
|---|---|---|
| Search interface | Manual queries | Conversational + context-aware |
| Product discovery | Browsing/filtering | Curated carousels with summaries |
| Review analysis | Read manually | Summarised pros/cons in plain language |
| Personalisation | Cookie-based ads | Real-time, based on query + preferences |
| Merchant selection | Based on ads/SEO | Based on feed metadata and relevance |
| Ads/sponsored listings | Common | None — product results are organic |
ChatGPT isn’t replacing checkout flows, yet, but it’s becoming a trusted discovery and research tool at the very top of the funnel. And the businesses that show up there first will be the ones that win.
Final Thoughts: The Future of Shopping Is Conversational
Consumers are shifting from search to smart assistance — and ChatGPT is at the heart of it. It’s not just a content tool anymore. It’s a buyer’s guide, a product researcher, and a virtual shop assistant all rolled into one.
For brands, this means optimising for AI discoverability is the next big opportunity. It’s about having clean data, great reviews, and structured feeds that models like ChatGPT can interpret and surface.
And if you want to be part of the future of online shopping?
👉 Submit your product feed to ChatGPT here
Because in 2025 and beyond, showing up in the right conversation could matter more than showing up in the right search result.