ChatGPT Shopping: a revolution for e-commerce SEO is underway

For several months, AI and research giants have been competing to redefine how we shop online. After Google SGE, Perplexity, and Amazon AI, OpenAI is officially entering the conversational shopping arena with a new feature called ChatGPT Shopping. A revolution that could profoundly impact e-commerce SEO.

In this article, I’ll explain what ChatGPT Shopping is, why this innovation is strategic for e-retailers, how to prepare for it, and how to submit your product feed right now.

What exactly is ChatGPT Shopping?

Announced on May 9, 2024 by OpenAI, ChatGPT Shopping is a product conversational search feature, integrated directly into ChatGPT. Specifically, a user could say:

"I'm looking for a light wood coffee table, Scandinavian style, under €200 with fast delivery."

And ChatGPT will provide a relevant product selection, with image, description, price, and purchase link.

The objective is clear: to transform ChatGPT into a commercial discovery engine, capable of competing with Google Shopping, Amazon, Pinterest, and TikTok Shopping — all within a natural conversational experience.

Search powered by AI + merchant sources

The power of ChatGPT Shopping relies on two pillars:

1. Web data, including SEO content from online stores
2. Structured product feeds, sent directly by merchants via a dedicated interface

Result: The tool goes beyond simple scraping or basic affiliate links. It builds a deep understanding of purchase intent, with the ability to provide precise and personalized responses.

Why is this a real revolution for e-commerce?

1. A new commercial showcase: ChatGPT becomes a product discovery channel, just like a search engine or marketplace. Being visible here means capturing highly qualified traffic.
2. A smarter, conversational positioning: Goodbye endless lists. The AI understands the user and filters based on actual needs: budget, style, dimensions, delivery time, ethical preferences…
3. A long-term SEO challenge: This system is built on quality content and well-structured product data. It rewards brands that already have an optimized content strategy.

How to register for ChatGPT Shopping?

OpenAI offers free pre-registration to submit your shopping feed:

➡️ https://openai.com/chatgpt/search-product-discovery/

On this page, e-retailers can fill out a form to:

• Submit their website and brand
• Add their product feed in standard format (CSV, XML…)
• Be contacted once the feature is released to the public

This is a rare opportunity to gain early exposure, like some brands did when Google Shopping first launched.

What types of merchants can apply?

Priority seems to be given to:

1. DNVBs and proprietary brands with a clear positioning
2. E-commerce sites with rich, well-structured product pages
3. Stores able to handle logistics + customer experience
4. Businesses operating in the U.S. or U.K. markets (priority for launch)

But nothing prevents you from pre-registering today, even if your business is French-speaking or based in Europe: further rollouts are expected to happen quickly.

How to prepare your site for ChatGPT Shopping?

Here are a few immediate steps to take:

Structure your product data

1. Use schema.org/Product on your pages
2. Include price, availability, key features

Work on your SEO content

1. Clear, benefit-oriented titles
2. Useful, natural descriptions
3. Highlighted customer reviews
4. Related content (guides, comparisons, inspiration…)

Emphasize your value proposition

1. Ethical commitment, local manufacturing, delivery options, customer service…
2. The clearer and more context-rich your offer, the better ChatGPT will be able to recommend it appropriately.

A strategic turning point for e-retailers

ChatGPT Shopping represents a major shift. It's no longer just about optimizing for Google, but about being readable, structured, and understandable by conversational AIs.

The SEO of tomorrow won't just be technical. It will be conversational, structured, and intent-driven.

ChatGPT Shopping is a new conversational AI-powered product search feature

OpenAI is offering free pre-registration for merchants wishing to submit their product feed

This innovation could reshape e-commerce SEO by rewarding useful and well-structured content

Preparing now gives you a head start over your competitors

At HyperLinker, we assist e-commerce businesses in preparing their SEO for the arrival of AI tools like ChatGPT Shopping.
Feel free to contact us!