AI is changing how customers discover your webshop: are you ready?  

A quiet shift is happening in e-commerce. AI platforms like ChatGPT and Google are transforming product discovery: no search terms, no paid placements. Just personalised, conversational recommendations. For marketers, this reshapes the top of the customer journey. Succeeding here requires current, structured data and the ability to act on it quickly, which means having the right systems in place. This blog explores how AI-driven discovery works, what it means for your visibility, and how to stay ahead while the space is still wide open. 

ChatGPT displays products with images, prices, and reviews based on contextual questions, such as “what is the best noise-cancelling headphone under £200?”, entirely organically (Reuters, 2025). Google’s SGE combines AI summaries with both organic and paid recommendations (Google Blog, 2024). Both platforms mark a shift from keyword-based search to conversation-driven discovery.  

Why is this different from SEO/SEA?  

• No ads in ChatGPT: Products are selected based on relevance, not bidding.  
• Conversational: Users ask questions in natural language; AI understands intent.  
• Personalisation: ChatGPT remembers preferences within sessions.  
• Findable ≠ Shown: Only current, well-structured data is selected.  

What do you need to be visible?  

• Let ChatGPT crawl your site (OAI-SearchBot)  
• Use schema markup and product feeds (OpenAI, 2025)  
• Optimise product descriptions: Speak your customer’s language.  
• Enable reviews: AI uses ratings as a trust signal.  
• Monitor and test: Check if your products are being shown.  

How does it work?  

Google’s Search Generative Experience (SGE)  

Google’s SGE uses the Shopping Graph, an extensive product database, to generate AI-based responses to shopping queries. To be included:  

• Set up a Google Merchant Center account with an active product feed and ensure it meets Google’s product data specifications.  
• Implement structured data (like schema.org markup) on your product pages to help Google interpret your data.  
• Enable “Surfaces across Google” in your Merchant Center. This allows your products to appear organically across Google platforms, including SGE.  

More info: Google Blog  

ChatGPT Shopping  

ChatGPT Shopping displays products organically, without paid placements. To be included:  

• Make sure your website is accessible to the OAI-SearchBot. Check your robots.txt: OpenAI Help  
• Use structured data (schema.org markup) to provide product details like price, availability, and ratings.  
• Join OpenAI’s product feed programme: Register interest here  

More info: SEO.ai guide  

UK Trailblazers  

Retail media has labelled ChatGPT Shopping a “game changer for e-commerce” (RetailDetail.eu, 2025). While large players are likely already exploring optimisation, this is a unique opportunity for mid-sized retailers to gain early traction. Spotler Activate provides tools to bring your product data and customer segmentation up to speed with these AI platforms.  

The role of Spotler Activate  

Spotler Activate supports your success on AI shopping platforms by ensuring your internal data structure is aligned with external requirements. While Spotler Activate does not send product feeds to platforms like Google or OpenAI, it allows you to import external data (from Channable, Google Merchant Center, etc.) via the Productfeed module, and enrich it with segmentation and insights to keep your marketing content relevant.  

You can also use Smart Tracking to collect reliable behavioural data (even when cookies are blocked), which supports better insights and personalisation. Think of segments like “returning visitors” or “users interested in category X”, which can be used in campaigns or to shape on-site content.  

This also helps AI platforms interpret your site. Dynamic content, such as “Back to School” banners, category-based offers, countdowns, and personalised landing pages, is all indexable and helps improve AI visibility. By providing context-rich content that resonates with your audience, you increase the chances of being featured in AI-powered recommendations.  

What does this mean for your webshop?  

AI shopping platforms are no longer a future trend. They are live, growing fast, and changing the rules. Some brands are already visible on ChatGPT Shopping and Google SGE. But the field is still wide open. Getting in early means claiming the top spots before competitors arrive.  

• Reach new visitors without relying on ads.  
• Be discovered earlier by purchase-ready shoppers.  
• Build trust and authority organically within AI environments.  

Start now: those who show up first, build authority first. And in AI, it’s all about trust and relevance. If you combine both smartly, you’ll win. 

Want to know where your webshop stands today and how to move forward?
Contact us for a free Spotler Activate check or demo.