ChatGPT Shopping
ChatGPT Shopping: How to Get Your Products Into ChatGPT
What works in the US, what works in Europe today, and what you can skip. Every claim links to its source.
What ChatGPT shopping is
When a question sounds like shopping, ChatGPT can show product cards. They show images, prices, reviews and links to shops.
You can compare products, try clothes on virtually and save products for later. Shopping research goes further: it builds an interactive buyer's guide for you.
OpenAI says product results are not ads and are not influenced by its partnerships. Ads are shown separately.
Twelve months, three big changes
OpenAI has changed how shopping works several times. That is why every advice page on this topic needs a date.
Spring 2025
Product cards appear in ChatGPT search results.
29 September 2025
Instant Checkout launches: US users can buy from US Etsy sellers without leaving ChatGPT. It runs on the new Agentic Commerce Protocol (ACP), built with Stripe.
November 2025
Instant Checkout opens to Shopify merchants in the US. Shopping research launches.
24 March 2026
OpenAI moves away from Instant Checkout. Shops can use their own checkout again, and OpenAI focuses on product discovery.
Today
Purchases are completed on the shop's own website or app. OpenAI charges no fee for those purchases.
How ChatGPT picks products
OpenAI explains this in its own help article. These are the inputs it names:
- Your question and its context, including Memory and custom instructions if you use them.
- Product data from shops and third-party providers, such as price and description.
- Reviews from public websites. OpenAI does not verify them.
- Price. The first price shown is usually from the first shop listed, which may not be the cheapest.
- For the list of shops: availability, price, quality, and whether the shop makes or mainly sells the product.
Labels like “Budget-friendly” and the short product titles are written by the AI. OpenAI says they are not guarantees.
OpenAI Help: Shopping with ChatGPT SearchIs it live where you sell? It depends.
OpenAI's merchant page says: “Shopping is currently live for ChatGPT users in the U.S.” OpenAI plans to add more regions over time.
The product feed program is US-first too. Feeds are for approved partners only, and the standard feed targets the US. Other countries only follow after OpenAI confirms them for your feed.
For shoppers in the Netherlands and the rest of Europe, no OpenAI page settles whether product cards appear. Its help article names no country limit. We have not verified it either way, so test it yourself.
You sell in the US
- Shopping is live, says OpenAI.
- You can apply for the product feed program.
- Shopify and Etsy catalogs are already connected.
You sell in the Netherlands or elsewhere in the EU
- OpenAI does not confirm that product cards show in your country.
- The standard product feed does not target your country yet.
- Focus on what works everywhere: crawler access, clear product pages, Google Merchant Center and real reviews.
Test it yourself in two minutes
- Open ChatGPT in a private browser window, without logging in.
- Ask a shopping question in your own language, for example: “best running shoes under 100 euros”.
- Note whether product cards with images and prices appear. Then try again while logged in.
- Ask about one of your own products by name and see which shops are shown.
Peec AI, a company that sells AI tracking tools, reports that ChatGPT in Europe currently takes its products from Google Shopping. We could not check this ourselves.
A complete Google Merchant Center feed is a safe move anyway. Google says Merchant Center helps your products show up in its own AI results.
OpenAI: ChatGPT for merchantsWhat to do now: 7 steps
Most of these steps help wherever you sell. Steps 3 and 4 depend on your platform and country.
Let OpenAI's search crawler in
ChatGPT search only shows sites that allow OAI-SearchBot in its answers. Also check that your host or CDN doesn't block OpenAI's published IP addresses. A robots.txt change takes about 24 hours to apply.
Example robots.txt User-agent: OAI-SearchBot Allow: / # Optional: only decides whether OpenAI may train on your pages User-agent: GPTBot Disallow: /GPTBot is a different bot. It only decides whether OpenAI may train its models on your pages. You can block it and still appear in ChatGPT search.
OpenAI: overview of OpenAI crawlersMake product pages easy to read
Put price, stock status, brand and reviews in the page's HTML, not only in JavaScript. Mark them up as Product and Offer. Google says its AI features need no special markup, so see this as good practice, not a magic switch.
Check your Product markup with the schema validatorOn Shopify? Check Shopify Catalog
OpenAI says product data from Shopify shops already reaches ChatGPT through Shopify Catalog, with no extra work. Your shop needs a Starter plan or higher, no password page, and products with a title, image and price. Shopify lists no country limit for this.
Shopify Help: Shopify Catalog requirementsNot on Shopify or Etsy? Apply for the feed program
Fill in the form on chatgpt.com/merchants to join the waitlist. Approved partners then send a product feed. The cheat sheet below shows what goes in it.
Write factual titles and descriptions
OpenAI's feed guide asks for “concise, factual copy”. Put the most important facts first: what it is, the brand, the model or size. Leave out the sales talk.
Earn real reviews and mentions
OpenAI names reviews and third-party content among its inputs. So what other websites say about your product counts, not only your own page.
Track what ChatGPT sends you
Watch visits from chatgpt.com in your analytics. If you send a feed, OpenAI suggests adding utm_medium=feed to your product links so you can tell those clicks apart.
Measure traffic from AI assistants
Product feed cheat sheet
This only matters once OpenAI approves you for the feed program. These are the nine required fields in OpenAI's spec.
| Field | What goes in it |
|---|---|
| item_id | Your own unique product ID |
| title | Product name, ideally 150 characters or fewer |
| description | Plain-text description, ideally 5,000 characters or fewer |
| url | Link to the product page |
| brand | The real brand name |
| seller_name | The real name of your shop |
| image_url | Link to the main product image |
| availability | in_stock, out_of_stock, pre_order, backorder or unknown |
| price | Amount and currency, for example “79.99 USD” |
OpenAI asks for real brand and seller names, never placeholders.
Useful optional fields
- group_id and variant_dict: group the colours and sizes of one product.
- review_count and star_rating: product reviews only, not shop reviews. Leave them out if you have no reviews.
- is_eligible_search: set it to false to take a product out of results.
How to send it: a full file over SFTP at least once a day, or updates through the API. OpenAI recommends doing both.
OpenAI Developers: product feed specAds are not shopping results
ChatGPT started testing ads in the US on 9 February 2026, for Free and Go users. Ads appear below an answer and are labelled.
OpenAI says ads don't change answers or product results. You can't pay to rank. We found no affiliate program either.
Advertisers based in the Netherlands can use OpenAI's self-serve Ads Manager. Personalised ads are not available in the EEA or Switzerland at first.
OpenAI Help: ads in ChatGPTChatGPT vs. Google AI Mode vs. Perplexity
All three show products inside AI answers. They get their product data in different ways. By Google's own count, its Shopping Graph holds more than 50 billion product listings.
| Topic | ChatGPT | Google AI Mode | Perplexity |
|---|---|---|---|
| Where product data comes from | ChatGPT: Data from shops and third parties, feeds from approved partners, Shopify Catalog | Google AI Mode: Google's Shopping Graph, fed by Merchant Center | Perplexity: Free Merchant Program, Shopify integration |
| Where you buy | ChatGPT: On the shop's own site. Instant Checkout was scaled back in March 2026 | Google AI Mode: Agentic checkout from eligible merchants started in the US | Perplexity: Checkout with PayPal in the US; the shop stays the seller |
| Where it is confirmed | ChatGPT: Live in the US, says OpenAI | Google AI Mode: Agentic checkout: US | Perplexity: US launches in 2024 and 2025 |
Frequently asked questions
Is ChatGPT shopping available in the Netherlands?
OpenAI only says it is live in the U.S. Its help pages name no country limit, and we have not verified it for the Netherlands. Test it yourself with a shopping question in ChatGPT.
Can I pay to get my products into ChatGPT?
No. OpenAI says product results are not ads and are not influenced by its partnerships. Ads exist, but they are separate and labelled.
Can people buy directly inside ChatGPT?
Instant Checkout launched on 29 September 2025. On 24 March 2026 OpenAI moved away from it. Today purchases are completed on the shop's own website or app.
Do I need a Shopify store?
No. Shopify and Etsy catalogs are connected automatically. Other shops can apply for the feed program on chatgpt.com/merchants.
Should I allow GPTBot or OAI-SearchBot?
OAI-SearchBot decides whether you can appear in ChatGPT search. GPTBot only covers AI training. You can allow one and block the other.
Does structured data help?
OpenAI says ChatGPT uses structured product data such as price and description. Google says its AI features need no special markup. Correct Product markup is good practice, but nobody promises a ranking boost.
Is there an affiliate program for ChatGPT shopping?
We found none. OpenAI charges no fee for purchases on your own site. It also said the old Instant Checkout fee did not influence product results.
What is the Agentic Commerce Protocol (ACP)?
An open standard from Stripe and OpenAI for sharing product data, and at first checkouts, with AI apps. Supporting it does not get your products listed automatically. Each platform runs its own approval.
Keep learning
Sources
Every claim on this page comes from these sources, checked on October 19, 2026. Research by companies that sell AI tools is marked as vendor research.
- OpenAI Help Center: Shopping with ChatGPT Search
- OpenAI Help Center: ChatGPT search
- OpenAI Developers: Overview of OpenAI crawlers
- OpenAI: ChatGPT for merchants
- OpenAI: Buy it in ChatGPT: Instant Checkout and the Agentic Commerce Protocol (2025-09-29)
- OpenAI: Introducing shopping research in ChatGPT (2025-11-24)
- OpenAI: Powering product discovery in ChatGPT (2026-03-24)
- OpenAI Help Center: ChatGPT release notes
- OpenAI Developers: Product feeds: get started
- OpenAI Developers: Product feed spec (file upload)
- OpenAI Developers: Product feed best practices
- Stripe and OpenAI: Agentic Commerce Protocol
- OpenAI Help Center: Ads in ChatGPT
- OpenAI Help Center: Ads Manager availability
- Shopify Help Center: Shopify Catalog requirements (2026-10-06)
- Shopify Help Center: Selling in ChatGPT (agentic storefronts) (2026-10-06)
- Google blog: Agentic checkout and AI shopping for the holidays (2025-11-13)
- Google Search Central: AI features and your website (2025-12-10)
- Perplexity: Shop like a Pro (2024-11-18)
- Perplexity: Shopping that puts you first (2025-11-25)
- PayPal Newsroom: PayPal and Perplexity launch instant buy (2025-11)
- Peec AI: ChatGPT shopping optimization in 2026: US vs. Europe (2026-10-16)Vendor research
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