OpenAI launched ChatGPT Shopping earlier this year. A game-changing tool, it challenges traditional search and social channels for customer attention. And with a Shopify integration on the cards, itâs set to make AI commerce even more of a competitor.Â
While the concept is still new, early signs show real potential to reshape online retail.
As of June 2025, ChatGPT has around 122.58 million daily active users. Meanwhile, traffic to retail sites from generative AI sources rose 1,200% from July 2024 to February 2025.
As a DTC brand, this gives you a golden opportunity. Rather than relying on paid ads, you can now compete for organic visibility in a space where shoppers are actively looking to buy.Â
Structured data is key here. It allows AI to understand your products, their features, and how they match user intent. And a primary source of this data is your review strategy.
Weâll talk about the importance of reviews in AI product rankings shortly. But first let's look at the mechanics of ChatGPT shopping itself.Â
ChatGPT Shopping lets users discover products through a chat-based conversation with AI.
Itâs not like Google search or social ads. Instead, it focuses on user intent, personalization, and relevance. Hereâs what sets it apart:
Traditional sales channels rely on interruption. Ads pop up while users browse, hoping to grab attention.
With ChatGPT Shopping, the user leads the process. They ask a specific question, like âI need a gift for a 10-year-old,â and ChatGPT suggests products based on that query.
This puts the customer in control. Instead of pushing ads that might not resonate, ChatGPT waits for a clear signal of intent, leading to more meaningful recommendations.
In traditional search, refining a query often means starting over. ChatGPT enables a two-way dialogue.Â
Users can start with something general, like âI need earbuds for running,â then narrow it down with follow-ups like âDo they have a good battery life?â
This lets users clarify what theyâre looking for in real time. It creates a smoother shopping experience and reduces the chance of losing a sale to frustration.
Traditional ads rely on broad targeting, which often feels generic or irrelevant. ChatGPT, on the other hand, can use stored preferences, context, or even past conversations (if enabled) to tailor its suggestions.Â
For instance, if a customer prefers sustainable products or specific price ranges, ChatGPT factors that in.
These dynamic recommendations make the shopping experience feel truly personal, helping you connect with your ideal audience.
Currently, ChatGPT Shopping doesnât show paid ads. Recommendations are based on data quality and relevance, not ad spend.
This levels the playing field. Smaller businesses can stand out by providing clear, well-organized product data, rather than competing on budgets.
When a user expresses shopping intent - like asking for âeco-friendly backpacks for commutingâ - ChatGPT interprets the query and uses a mix of contextual understanding and structured data to surface recommendations.Â
Hereâs how it works:
ChatGPT starts by analyzing the userâs request. It considers:
To suggest the right products, ChatGPT pulls in structured data from external sources, including:
ChatGPT reasons about what matters most to the userâs query. For example:
This ensures recommendations arenât just accurate but tailored to what the user values most.
Recommendations are shown as a visual carousel in the chat, each including:
ChatGPT may add labels, like âMost Popularâ or âHighly Ratedâ. Where enough review data is present, it can also summarize feedback. For example, âcustomers love the spacious design but note the zippers could be sturdier.â
Since ChatGPT Shopping results are organic, you canât pay to boost placement. You win with rich, machine-readable data that helps AI surface your products over competitors.
Reviews offer the kind of highâquality structured data that generative AI engines love.Â
When a tool like ChatGPT looks for a product, it doesnât just scan for keywords. It interprets information.
It asks the same kind of questions a customer would when deciding what to buy:
To answer those questions accurately, AI needs structured, high-quality, and context-rich content - and reviews are one of the most powerful sources of that information.
But itâs not just about having reviews. Itâs about having the right kind of reviews, formatted in a way AI can understand and use. Thatâs where REVIEWS.io stands apart.
We give you the tools to actively build the kind of review data that AI models prioritize - from the structure of the content to the context around it. With REVIEWS.io, you donât just collect feedback, you shape it into AI-optimized data that improves your chances of ranking.
That includes:
Each of these data points helps AI engines like ChatGPT understand your products, match them to shopper intent, and surface them in high-quality, organic recommendations.
Trust is everything - for both AI and shoppers. Verified reviews highlight authentic feedback by confirming purchases before reviews are published.
REVIEWS.io integrates with your order system to verify purchases and automatically adds a âVerified Purchaseâ badge to the structured data.Â
For example, a review marked as verified might say, âVerified purchase: These running shoes held up perfectly on a marathon trail.â
AI sees that verification and trusts the feedback, boosting the product in recommendations for searches like âbest trail running shoes.â Shoppers also feel reassured by the tag, knowing the review comes from a real customer.Â
This increases visibility and builds confidence when shoppers reach your website.
Review attributes make it easier for AI to match your products with the right shopper queries.Â
With REVIEWS.io, you can gather this data by asking specific questions during the review process. The answers are then formatted in a way that AI can easily interpret.
For example, if you sell running shoes, you might collect product attributes like:
You can pair these with customer attributes such as:
When someone asks ChatGPT for âwide fit lightweight running shoes for marathon training,â the AI can combine these signals to recommend your products.
When shoppers land on your website, these attributes are clearly visible, giving them confidence that the product suits their needs.Â
Photos and videos offer context AI can use - even if it doesnât show the image directly in the chat.Â
You can easily collect UGC with REVIEWS.io using automated flow sequences, then tag it by relevant themes - say âoutdoor adventureâ or âurban commute.â These tags are included in structured data, helping AI match products to specific needs.
For instance, a tagged photo labeled âfamily campingâ and âstorm-testedâ reinforces a tentâs suitability for rainy family trips. ChatGPT can use that information to suggest the tent for queries like âbest tent for wet weather camping with kids.â
As a bonus, you can repurpose this UGC on Instagram, and even create shoppable UGC galleries to drive conversions outside of ChatGPT Shopping. Â
Clear, structured Q&A entries bridge gaps in product understanding.Â
With REVIEWS.io, you can use our Expert Answers Q&A widget to answer common queries. Each entry is formatted for AI to read and use.
For example, a question like âCan this blender crush ice?â might have a response: âYes, users report it works well for ice.âÂ
If someone asks ChatGPT for âblenders that handle ice smoothly,â the AI references this directly, increasing the productâs chances of being recommended.
When the shopper clicks through to your website, theyâll find these Q&A entries, giving them the extra confidence they need to complete the purchase.
AI and shoppers appreciate quick, clear insights. Our AI review summary widget generates short snippets of multiple reviews, highlighting key pros and cons.
For example:
AI uses these summaries to answer prompts like âquiet dishwashers for small kitchens.â When shoppers visit your website, theyâll see the same summaries prominently displayed, driving them to the âbuy nowâ now button quickly and confidently.
Structured data gives you an edge in ChatGPT Shopping. But only if its AI can actually find your products online.Â
Follow these simple steps to ensure your products listings appear where and when they need to:
To get your products noticed, ensure OpenAIâs crawler, OAIâSearchBot, can scan your site for structured data. If your robots.txt file blocks it, update the file to allow access.
ChatGPT Shopping adds utm_source=chatgpt.com to referral URLs. Use your web analytics to filter for this traffic. That data tells you which prompts are delivering clicks and sales.
OpenAI is rolling out a merchant product feed feature to help you submit inventory directly. Join the waitlist and in the meantime, clean and structure your product and review data for better visibility.
Audit your review content
Enable Review Attributes for Relevance
Tag UGC by Product, Theme, Use Case
Enable AI-Powered Review Summaries
Test Your Brand Visibility
Prepare Product Data
eCommerce is changing. Instead of pushing ads at people who might not be interested, AI tools like ChatGPT wait for shoppers to ask questions.Â
Itâs a "pull" model, where intent comes first - and thatâs a big deal.
Shoppers who ask AI for advice are ready to buy. If your products match their needs, AI can guide them your way.Â
But it all comes down to how well your content speaks AIâs language. Structured reviews, detailed attributes, and tagged UGC arenât just extras - theyâre what make you visible.
This isnât just about ChatGPT either.Â
The same approach works for Google Shopping, social media, and your own site. By focusing on the right data, youâre helping customers find what theyâre already looking for.
AI-powered shopping isnât for the future. Itâs already here. And if youâre not prepared you risk falling behind.Â
Think of your reviews as more than just customer feedback. Theyâre the signals that connect your products to high-intent shoppers in AI-driven search. Every attribute, tag, and structured element is a competitive advantage.
Donât wait to adapt. REVIEWS.io offers the tools you need to turn reviews into search-ready assets.Â
Book your demo today and future-proof your store for AI commerce.
OpenAI is working with Shopify on in-chat shopping, with leaked code showing native âBuy Nowâ buttons and checkout for Shopify stores.
Look for utm_source=chatgpt.com in your analytics. You can also ask ChatGPT shopper-style prompts (like "best insulated water bottles under ÂŁ30") to test if your products appear.
No. REVIEWS.io already structures review content for AI - no extra tools required. As a REVIEWS.io customer your setup feeds directly into ChatGPTâs recommendation engine.
Not yet. But itâs growing fast and already becoming a key discovery channel. Itâs smart to start optimizing now so you donât miss out.
