What is ChatGPT Shopping?
ChatGPT Shopping is the set of product results that ChatGPT shows when a question has shopping intent, such as "best robot vacuum for pet hair". Besides text, the answer can include product cards with images, prices, reviews and links to merchants where the product can be bought.
OpenAI introduced these shopping results in 2025. It says the product results are not ads and are selected independently, based on structured product information such as prices and descriptions from data providers and from merchants themselves. Merchants can also provide product feeds directly, and OpenAI's feed format is part of the Agentic Commerce Protocol (ACP).
Why ChatGPT Shopping matters for e-commerce brands
More and more shoppers use ChatGPT to compare products before they buy. When the assistant shows four products and yours is not among them, the buyer may never reach your webshop at all. Our article on how to know if AI recommends your products explains how to check where you stand.
These results also follow different rules than paid search. You cannot buy a place in them, so visibility depends on the quality and consistency of your product data, your reviews and how other sources describe your products. That makes ChatGPT Shopping an organic channel in its own right, separate from ChatGPT Ads.
How to improve your visibility in ChatGPT Shopping
Make sure product titles, prices, availability and images are accurate and identical on your site and in your feeds.
Add Product and Offer markup with structured data, including GTIN, brand and review data where valid.
Provide a product feed to OpenAI, or check whether your commerce platform already shares your catalog.
Collect reviews on trusted platforms and make sure comparison articles in your category mention your products.
Test the prompts your customers use and record which products appear for each one.
Doing that last step by hand does not scale. Trackbase's ChatGPT Shopping feature tracks your product visibility in ChatGPT Shopping.
Examples of ChatGPT Shopping
A user asks for "a quiet dishwasher under 700 euros" and ChatGPT shows several product cards with prices, ratings and links to different retailers.
A Dutch bicycle webshop finds that its e-bikes appear for "best commuter e-bike" but not for "e-bike for long distances", and adds range details to its product pages and feed.
A coffee equipment brand sees a reseller's listing shown instead of its own store, and fills in the missing prices in its feed.
An outdoor retailer compares its product visibility with two competitors every week to see which items gain or lose ground.
Frequently asked questions
Are ChatGPT Shopping results ads?
No. OpenAI says the product results in ChatGPT are selected independently and are not ads. Which products appear depends on the question and on the product information ChatGPT can find. The ads OpenAI has started testing in ChatGPT are labeled and shown separately from the answer, so organic product results and paid placements are different channels.
How do I get my products into ChatGPT Shopping?
There is no paid route into the organic results. Make sure your product data is complete and consistent on your site, in your structured data and in any product feed you provide to OpenAI. Crawlable product pages, strong reviews and mentions in trusted comparison content also help. Then test relevant prompts regularly to see whether your products appear.
How can I see which of my products ChatGPT recommends?
Run the prompts your customers would use, such as "best running shoes for flat feet", and note which products and merchants appear. Because answers vary by day, wording and user, a single test says little. Tracking a fixed set of prompts over time, manually or with a tool such as Trackbase, shows the trends and gaps you can act on.