AI is rapidly transforming how people shop. With ChatGPT Shopping already rolling out - and leaked code suggesting deeper integrations with leading platforms - brands that optimise now will stay ahead of the curve. This article covers everything we know so far, from structured product data to conversational content, to help you get your store AI-ready and ensure your products show up when it counts.
Conversational Commerce and how it’s changing the ecommerce landscape
More consumers are turning to AI-powered assistants like ChatGPT and Gemini for personalised shopping advice. This trend - known as conversational commerce - is changing discovery, comparison, and decision-making into dialogue.
Whether customers ask for “what are the most stylish sofas for small spaces” or “find me a necklace that goes with X outfit” AI is becoming the first trusted advisor. In some cases, the entire journey may happen inside the chatbot, from discovery to checkout. For others, the AI interaction may drive a click-through to your website, where storytelling and brand identity still matter. Either way, brands that optimise for conversational discovery now will gain visibility at the critical first touchpoint.
What is ChatGPT Shopping?
ChatGPT Shopping allows users to ask natural-language questions and receive curated product recommendations directly within the chat interface. Unlike traditional search engines, ChatGPT understands context, intent, and nuance, making the experience feel more like a personal shopper.
Early indications suggest that brands will be able to sync product catalogues directly with ChatGPT, feeding structured data into the model. This will make well-structured, clean product data essential. Just like Google Merchant Centre, adoption will be gradual, but optimisation strategies will separate the brands that get recommended from those that don’t.
Optimising your online store for AI discoveries
Regardless of whether you run your store on Shopify, Magento, or another platform, the principles of AI optimisation remain the same.
Key areas to prioritise:
Product Data: Write clear, descriptive, human-readable titles and descriptions that include relevant attributes.
Schema & Structured Data: Implement clean product, offer, review, and breadcrumb schema. Validate regularly.
Collections & Navigation: Organise products into logical, semantically clear groupings.
Content for AI Search Intent: Create conversational, question-led content that mirrors how users ask.
Speed & UX: Maintain fast, mobile-optimised pages with clear CTAs.
Reviews & UGC: Showcase structured reviews and customer content as trust signals.
Conversational Content: Add FAQs and Q&A-style content across product and category pages.
Feed Readiness: Prepare clean and standardised product feeds that AI platforms can ingest.
SEO Foundations: Continue investing in authority, backlinks, and content quality.
Preparing your team for AI Shopping
AI isn’t just changing the customer journey; it’s reshaping how internal teams operate.
Create awareness across marketing, content, development, and customer service teams.
Encourage experimentation with ChatGPT and other AI tools to understand real-world behaviour.
Prioritise data hygiene and schema compliance for technical teams.
Adopt conversational content strategies for marketing teams.
Stay informed as this ecosystem evolves rapidly.
The AI shopping shift has already begun…
AI shopping is no longer a distant trend - it’s here. Whether through ChatGPT Shopping or other conversational platforms, discovery is shifting away from traditional search. The brands that act now - refining product data, schema, and conversational content - will lead the next era of commerce. This isn’t just about visibility; it’s about delivering the personalised, fast, and smart experiences customers expect. Stay curious, keep testing, and bring your teams along for the journey. In this new era of conversational commerce, brands that adapt will grow, and brands that lead will thrive.
At Unified, our specialist SEO team can support you in adapting for ChatGPT and other AI-driven shopping platforms, ensuring your products are discoverable where it matters most. If you’d like to explore how Unified can support your growth in the era of conversational commerce, get in touch today.
I look after Unified's overarching marketing strategy and keep our marketing engine running with fresh content, speaking opportunities, award submissions and great partnerships.
