ChatGPT Is Getting into Shopping – Here’s What That Means for Marketers and SEO

ChatGPT just took a bold step into the world of eCommerce and it’s going to change how people discover, compare and even buy products online. OpenAI has introduced a new shopping feature that lets users browse product listings directly within ChatGPT, powered by integrations with platforms like Shopify. Instead of clicking through websites or scrolling endless search results, users can now ask ChatGPT for product recommendations and get tailored options right inside the chat.

Imagine asking, “What are the best running shoes under $150?” Instead of sending you to Google, ChatGPT brings up specific products with prices, descriptions and links to buy all without leaving the conversation. It’s like having a personal shopping assistant who can search the internet for you while skipping the sponsored ads. This shift could have a big impact on how customers find and interact with products online. That means big changes for SEO and marketing strategies.

Why this Matters for SEO and Marketing

For years, brands have focused on optimising for Google search results aiming to appear in those top spots. But with ChatGPT now offering product recommendations in a conversational format, the way customers discover products online is starting to shift.

Instead of typing keywords into a search engine, people are asking full questions and expecting clear answers within a chat. Someone might ask ChatGPT, “What’s a good waterproof jacket for hiking?” and instantly get a shortlist of products.If your products aren’t showing up in that conversation, you’re missing a valuable opportunity even if you rank well in traditional search results.

We tested it: What Drives ChatGPT’s Product Recommendations?

To understand how it works, we asked ChatGPT’s shopping feature directly. It told us it uses a mix of real-time searches, recent reviews and its knowledge base. It prioritises credible sources, recent feedback and consistent review patterns, focusing on official websites and trusted platforms like Google Reviews and ProductReview.com.au.

ChatGPT also filters results by country, timeframe and keywords, weighing factors like review volume, credibility, recency, service coverage, price transparency and brand reputation. In other words, ChatGPT’s recommendations are shaped by fresh reliable public content. For marketers, this reinforces why keeping your online presence clear, accurate and up to date is more important than ever.

What Does This Mean for Marketers?

Right now, OpenAI hasn’t published specific guidelines on optimising for ChatGPT’s shopping features. But from what we’ve learned, we believe brands should focus on:

Clear up-to-date product descriptions. Include details like materials, sizes, colours, features and pricing. Since ChatGPT reviews this info across platforms, clarity and accuracy improve your chances of being recommended.
Structured data (schema markup). This background code helps search engines and AI tools read your product details. If you’re already using schema markup for product names, prices and reviews, you’re ahead. If not, it’s time to start.
Content that answers customer questions. Our testing showed ChatGPT prefers sources that directly address customer queries. Blog posts or FAQs that answer specific questions (like “What’s the best blender under $200?”) may help your products get surfaced.

While we don’t have an official roadmap, aligning your content with these known priorities puts your brand in a stronger position as AI shopping evolves.

Our Final Thoughts

AI shopping tools like ChatGPT are still evolving and best practices will likely develop over time. But as product discovery shifts into conversational platforms, brands that start adapting early will be better positioned to stay visible and competitive. At Clout Marketing, we’re exploring how businesses can prepare their content and SEO for an AI-driven future. Want to future-proof your marketing strategy? Let’s chat.