ChatGPT Shopping: The future of online shopping starts with a conversation

In recent years, the way we discover and purchase products has changed radically. We’ve moved from browsing physical catalogs to scrolling through endless marketplaces. From comparing prices on Google Shopping to getting recommendations on TikTok. And now, in 2025, we’re entering a new era: conversational shopping powered by artificial intelligence.

At the heart of this revolution is ChatGPT Shopping, OpenAI’s new feature that transforms how we interact with products and online stores. An experience where you don’t need to know what you’re looking for—you just ask.

And yes, this goes far beyond a traditional comparator. We’ll explain everything.

TABLE OF CONTENTS

• What is ChatGPT Shopping?
• Why is it relevant for brands and ecommerce?
• How to adapt your e-commerce strategy to stand out in ChatGPT Shopping
• How does it compare to Google Shopping?
• Adsmurai Brand Trackers

What is ChatGPT Shopping?

Launched by OpenAI at the end of April 2025, ChatGPT Shopping is a feature integrated into ChatGPT (available to Plus users with GPT-4o) that allows users to discover products and receive personalized recommendations directly within the ChatGPT interface.

When a user makes a purchase-intent query, such as: "What laptop do you recommend for under €1000?", ChatGPT Shopping returns a list of relevant products, detailing key features of each one and providing direct links to buy.

Why is it relevant for brands and ecommerce?

1. A new discovery channel

ChatGPT Shopping introduces a new way for consumers to discover products interacting directly with an AI that understands their needs in real time.

2. The importance of an optimized feed

To make sure your products show up in ChatGPT Shopping, it’s crucial to have a well-structured catalog, with clear descriptions and up-to-date data.

3. Real-time personalization

The AI interprets user needs in real time and adjusts its responses to match the specific things the shopper is looking for.

How to adapt your e-commerce strategy to stand out in ChatGPT Shopping

ChatGPT Shopping marks the beginning of a new way to interact with products online. It’s no longer just about having a good website, a solid Performance Max campaign, or a catalog in Google Merchant Center. Now, it’s about being present and understandable to a conversational AI.

Here’s a clear roadmap to get you started:

1. Review your product catalog

AI can only recommend what it understands.

If you sell through Shopify, Klarna or any other platform integrated with ChatGPT, you’ve already got a head start. But to maximize your chances, your catalog needs to be spotless:

• Clear and descriptive titles: Don’t just say “ZX-321 V3 Sneaker.” Better: “Lightweight women’s running sneaker – Adidas ZX 3.0”
• Contextual descriptions: Explain who the product is for, what problem it solves, what makes it unique.
• Rich tags and attributes: Colors, materials, use cases, style… the more details, the better your chance of being matched to a query.
  
  

🧠 Remember: ChatGPT doesn’t search by keywords it searches by meaning.

2. Add helpful, conversational content

“I’m looking for a waterproof jacket that doesn’t look like I’m going hiking.”
Would your product description respond to that?

Saying your product is “waterproof and versatile” isn’t enough. AI needs context-rich content to interpret your value. We recommend:

• Add phrases like: “Perfect for urban outfits on rainy days”
• Include FAQs or comparisons: “What’s the difference between this model and the previous one?”
• Use a friendly and practical tone (yes, more Adsmurai vibes 😉)

3. Optimize your feeds and data structure

It’s not the sexiest job, but it’s crucial. Your feed format must meet technical standards so ChatGPT can understand and recommend it properly:

• Clean format (well-structured CSV, XML or JSON)
• Logical categories (don’t put a smartwatch under “general accessories”)
• Clearly separated attributes (brand, size, color, purpose, audience, etc.)

💡 If you’re already running dynamic catalog campaigns on Meta or Google, you probably have a good part of this covered.

4. Anticipate real searches (think like a user)

Ask yourself the following:

• How would my ideal customer search for this product while chatting with an AI?
• What objections might they have? What details would they specify?
• Does my content address those nuances?

📌 Example: if you sell a floor lamp, don’t just say it has “adjustable LED lighting.” Add:

“Perfect for creating a cozy atmosphere without taking up much space. Ideal for studios, small living rooms, or reading corners.”

That’s the kind of content the AI understands and matches to real-world questions.

5. Explore how to appear (now and in the future)

There’s no open system yet like Google Merchant Center to upload products directly into ChatGPT Shopping, but you can:

• Sell on integrated platforms (Shopify, Amazon, Klarna, Instacart…)
• Keep an eye on upcoming plugins or integrations.
• Ask your tech partners if they offer connections to AI environments.
• Start thinking about your branding in screenless
• Start thinking about your branding in screenless environments. Does your product stand out by name and description alone?

6. Measure and test whenever possible

There’s no native analytics (yet) for ChatGPT Shopping at least not public but you can start identifying patterns:

• Are you seeing traffic from new referral sources?
• Did a product suddenly gain traction for no clear reason?
• Are customers asking things like “I saw this recommended by the AI”?

Add a tracking parameter or tag to the links that appear in Klarna or Shopify so you can better understand where that traffic might be coming from.

7. What if you're not ready yet?

That’s okay. But don’t fall asleep on it.

This isn’t a trend it’s a transformation in how we discover products. Today, it’s a feature inside ChatGPT Plus. Tomorrow, it will be in phones, voice assistants, smart glasses, and even in your car.

The sooner you prepare, the greater competitive advantage you'll have when this becomes a mainstream channel.

Adsmurai Brand Tracker

ChatGPT Shopping isn’t just a novelty feature. It’s a loud signal of where ecommerce is headed: fewer clicks, more context. Less direct search, more intelligent conversation.

And in this new terrain, the rules change: people discover products based on affinity, not bidding. They decide based on contextual relevance, not ad interruption.

For brands, this is both an opportunity and a challenge: How do you know if you’re present in those conversations? How can you measure if your brand is being considered when AI recommends products?

This is where a solution like Adsmurai’s Brand Trackers comes in.

With our Brand Tracking system, you can:

• Measure your brand’s awareness and consideration across new environments like ChatGPT Shopping.
• Identify interest spikes not tied to paid campaigns but likely driven by emerging discovery channels.
• Cross-check listening, search, browsing and mention data with your first-party data to see how top-of-mind you really are.
• Monitor how your brand compares to competitors in an environment where ranking depends not on ads—but on how well the AI understands you.

At Adsmurai, we don’t just help you adapt your strategy to conversational commerce. We give you the tools to measure its real impact on your brand.