How to Optimise for ChatGPT Shopping

• ChatGPT shopping is a feature built into the AI search platform which allows users to discover, compare, and research specific products based on their search queries. 
• To ensure your products are visible on ChatGPT Shopping, you must ensure your product feed is optimised with up-to-date, relevant information. Content which directly addresses customer questions is more likely to address user queries on ChatGPT.  

After reshaping the search landscape this year, OpenAI’s ChatGPT is revolutionising shopping for some savvy shoppers. ChatGPT Shopping launched on November 24th, 2025, providing an enhanced shopping experience with personalised product comparisons and buying guides.  

As retailers continue to traverse the busiest period of the year, retailers may be questioning how they can ensure that their products are appearing in front of the 700 million users who search on ChatGPT each week.  

So, how can merchants prepare for the AI-powered future of shopping? We’re here to share everything we’ve learned from our first week of hands-on experience with OpenAI’s new feature and help you optimise your storefront for ChatGPT Shopping.  

What is ChatGPT Shopping?

ChatGPT’s Shopping Research tool is an integrated shopping experience within the AI platform. When users share a purchase-related question, they can choose to elaborate upon their initial search with a detailed buying guide. After providing further context by asking additional questions, the platform will provide users with a detailed buying guide, as well as their top pick.  

Users can then click on the product image provided by ChatGPT and be immediately taken to the product description page (PDP) on the merchant’s website where they can complete their purchase. 

How will ChatGPT Shopping Change the Way We Shop?

ChatGPT Shopping promises to turn the lengthy process of finding, comparing and researching products into an automated task that takes a few minutes. Rather than bouncing around various sites and diving into category pages, shoppers will now spend their time on ChatGPT before heading to their final point of purchase. Open AI has promised that in the future, you’ll be able to purchase directly through their platform as more merchants opt in to Instant Checkout, their agentic e-commerce tool.  

Early data from ChatGPT Shopping shows that for the products it decides to feature, web traffic is low for these specific pages; however, conversions are high as users are following on from the AI platform’s suggestion.  

The tool is still very much in its infancy, but its reach and efficiency will only grow as more customers use the platform. This means that retailers need to be proactive, ensuring that their products are visible across the platform as more shoppers adopt AI as part of their purchase journey. 

 How to Optimise your Products for ChatGPT Shopping

While the feature has been live for just over a week, we already have an understanding of how ChatGPT is pulling product data to influence its searches. Based on this, we’ve collected some improvements you can implement today to optimise your products for ChatGPT Shopping. 

Optimise Your Product Feeds

The first step for ensuring your products are visible in ChatGPT Shopping involves following Open AI’s allowlisting process, ensuring that your product information can be read by the AI platform. 

Beyond this, ensuring your product feeds are up-to-date and optimised is vital for appearing in ChatGPT Shopping. This includes: 

• Ensuring all products have accurate and clear attributes (e.g. ID, title, description, price, availability, image, seller info), so they’re consistent with your product pages. 

• Including enhanced attributes such as technical information, shipping, and policy links. 

• Updating your product feed frequently by up to every 15 minutes to ensure all attribute data is accurate.  

By getting your product feed in shape, you’ll be able to ensure that ChatGPT is providing potential customers with accurate information. If managing your product feed seems like a daunting task, FeedManager is the perfect tool for ensuring your feeds are automatically updated.  

Many of these tips are also best practice for improving your product feed outside of AI. Check out our guide on creating a product feed that actually converts for more information. 

Robust Product Information

When creating detailed PDPs for your products, it’s tempting to use emotive, fluffy language to sell your products and your brand, but ChatGPT Shopping results are powered by benefits and relevance. This means you should instead be pushing key features and USPs, keeping your product details clean and trustworthy, and focusing on what matters most to customers, especially in the opening line of a description. 

This also includes making variants and filters more specific – users might be looking for a very specific solution to their problem which might require a certain measurement, style, or colour.  

Add a Conversational Touch to PDPs and Categories

While you should lead with the most important information across your product pages, you should also consider the queries which are starting a user’s shopping journey on ChatGPT.  

Refreshing category and product pages to include FAQs from real customer feedback can help AI platforms better understand the function of your product and its relevancy to hyper-specific user queries. Incorporating questions that begin with ‘how to choose the right…’ or ‘what is the best …’ also ensures that your descriptions are matching the pain points of your consumers.  

Reviews and Trust Signals

Product reviews have always been an important part of building consumer trust around products; however, with the advent of AI shopping, they’re likely to become even more vital. To ensure that ChatGPT Shopping is considering the positive feedback of customers, you should: 

• Build high-quality reviews, ensuring that positive sentiment for high-value products is visible across your digital presence. 

• Explore PR opportunities and UGC to build your product’s reputation outside of your own site. 

• Encourage more detailed product reviews by asking customers to explain their experience. Why did they buy the product? What problem did they have? How did your product solve their issue? 

How to Start Optimising for ChatGPT Shopping

Your first step towards boosting your visibility across ChatGPT Shopping as it grows should be to prioritise your top products. Select your top 10 or 20 best-performing products and use Google Trends, search results, or customer queries to understand the intent behind each purchase. You should then implement these long-tail searches into your copy across PDPs or category pages to align your product with customer queries.  

As the platform continues to evolve, you should keep optimising your content at a steady pace, adapting to match user intent and the latest advancements in AI shopping experiences. One thing we know for sure is that up-to-date and structured product feeds will be vital for ensuring your products are visible across ChatGPT Shopping and other AI search platforms.  

If you’re looking for SEO support or insights and to improve your visibility across the Internet, get in touch with the Summit team to learn more.