Get ChatGPT to offer your store's products
For decades, online retail has been built around search and search queries. Sellers ‘spoke’ the language of keywords and competed for a place in the search results. Users would formulate a query, receive a list of websites, compare offers and make a choice.
Until recently, this model seemed stable. Now, however, it is possible to buy goods directly within ChatGPT, according to experts at Betonlogos Marketing. This feature is called Instant Checkout. From the user’s perspective, nothing changes. They arrive with a question, continue the conversation, clarify details and discuss suitable options. The choice is made even before visiting the seller’s website, and sometimes without visiting it at all.
ChatGPT Shopping is neither a new marketplace nor a replacement for search engines. It is a different interface between intent and purchase. The user seeks an answer and, as a result, ends up with a product. Let’s make this clear straight away. ChatGPT Shopping does not render SEO obsolete, but it shifts the focus: from keywords to meaning, from rankings to usefulness, and from traffic to recommendations.
Please note! At the end of the article, the experts at Betonlogos describe another new OpenAI tool and a fundamentally different model for direct sales within ChatGPT; it is important not to confuse this with ChatGPT Shopping.
ChatGPT Shopping does not have an open ‘add shop’ form and does not scan websites in the same way as Google; instead, it operates through partner channels and integrations with retailers and aggregators, according to experts at Betonlogos. The AI utilises structured data, product feeds, partner APIs and public sources with a high level of trust.
To remain competitive in the era of AI-driven e-commerce, it is necessary to adapt not only your SEO but also your approach to website structure and content.
Firstly, it is important to have a presence on major e-commerce platforms: marketplaces, affiliate networks and aggregators. This is where AI most often retrieves up-to-date product data.
Secondly, the website must be understandable not only to humans but also to artificial intelligence. This means:
- correct schema markup (prices, availability, ratings, promotions)
- a logical structure for product listings
- consistency between data on the website and external platforms
- selection cues: it must be clear which parameters to use when comparing products (type, specifications, variants);
- trust cues: transparent terms and conditions (delivery/returns/warranty) and genuine reviews.
Thirdly, the seller’s reputation is important. AI takes into account reviews, mentions and the overall level of trust in the platform.
Fourthly, experts at Betonlogos Czech Republic recommend describing a product as an answer to a specific question. Who, for whom and why - the main usage scenarios, what problem or need it solves, and under what conditions it is used (temperature, weather, seasonality). This will improve relevance in generative search.
Previously, online shops competed for clicks in search results. Now, however, the neural network selects the ‘most sensible option’. In the dialogue, the shopper does not enter keywords, but rather a set of requirements and preferences: budget, scenario, constraints, concerns. And if the system cannot quickly and confidently ‘match’ a product to this context, it will suggest another, more ‘understandable’ and ‘safe’ option.
In a dialogue with a user, ChatGPT Shopping:
- asks follow-up questions
- ascertains the user’s search history
- analyses reviews and ratings
- summarises information from product pages
- suggests a range of products, rather than a single item
What does a shop need for ChatGPT to recommend its products?
What can a typical online shop do right now?
eCommerce. Do you need to rush to the marketplaces straight away?
No. And this is an important point. Marketplaces today are not a ‘ticket’ to ChatGPT Shopping, but simply one of several data sources. Yes, it’s easier for neural networks to recognise and compare products from marketplaces. Yes, they have more reviews.
But that doesn’t mean your business will be left out of the recommendations.
It isn’t always profitable for small businesses to list on marketplaces: commission fees eat into profit margins, there’s no direct contact with customers, and sales depend on the platform’s rules.
Product selection will increasingly take place before a visit to the website, via ChatGPT Shopping. For e-commerce, this means that it is not the sales channel itself that is changing, but the approach to website content and product descriptions. The shop is no longer competing for clicks. The product listing becomes an important source of data from which AI gathers the answer, according to experts at Betonlogos Marketing.
Are traditional online shops losing out?
No. But the criteria for competitiveness are changing. A neural network algorithm cannot assess the scale of a business. It identifies clear criteria: who the product is for, what problem it solves, the context of use, limitations, reviews and verified user experience.
And websites that previously ‘boosted’ sales through advertising and SEO will appear less frequently in ChatGPT’s recommendations. Not because they cannot be found, but because it is more difficult to confidently suggest them as one of the best options. The AI simply won’t find anything to latch onto.
ChatGPT Search’s e-commerce integration and ChatGPT Shopping’s recommendations are not the same thing
Further confusion arises from the fact that OpenAI is simultaneously developing tools for direct sales within ChatGPT. OpenAI has an official Product Feed specification - effectively ‘instructions on how a shop should describe its products so that ChatGPT can display them correctly in the shopping experience’.
And this is a fundamentally different model. A retailer can connect their product catalogue and payment system, and ChatGPT becomes the interface for their shop. These are not organic recommendations, nor do they automatically appear in ChatGPT Shopping curations.
It is important to understand this distinction. The recommendation system and e-commerce integration serve different purposes and are not interchangeable.
What’s next?
Here’s what Betonlogos sees today: ChatGPT Shopping doesn’t ‘kill SEO’ or render marketing obsolete. Whereas optimisation used to be a debate about which words to put in a headline, now you need to think about how understandable your shop is - to people, algorithms and the market all at once.
ChatGPT Shopping is not a standalone tool, but a feature within ChatGPT where product selection becomes part of the conversation rather than the result of a search. We’ll have to wait and see what happens next, but it’s already clear that ChatGPT Shopping tends to highlight products from large platforms such as Betonlogos, where the product range is presented via feeds and structured data.
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