For a long time it was a vision of the future, now it is reality: You can shop with artificial intelligence! In the USA, OpenAI has introduced the first shopping functions in ChatGPT, including product cards, prices, ratings, and an instant checkout. This means users can order directly in the chat without switching platforms. This brings the promise of conversational commerce closer than ever. Other tech giants are also following suit: Walmart is already testing purchases via ChatGPT, Amazon is integrating its AI assistant Rufus into the shopping experience, and Google is experimenting with AI-powered product briefings in search. This means the classic online shop is losing its monopoly as a point of sale.
Advantages of shopping with ChatGPT, Amazon's AI, etc.
LLMs (Large Language Models) transform the chat into a digital sales floor. Instead of clicking, you simply ask: “Find me a good balance bike under 200 euros” and immediately receive suitable recommendations, ratings, and availabilities. This works because these AI models can understand and contextualize product data and deliver personalized suggestions. This creates a completely new purchasing moment within the conversation that is fast, intuitive, and frictionless.
Integration into existing channels: Shop, marketplace, assistant
There are several areas where this new function will bring about significant change:
- Shop: The shop remains the backbone for checkout, payment, and legal matters. A chat with the AI simply leads to the product detail page or directly to the shopping cart. Your own brand and voice thus remain consistent.
- Marketplace: Those who sell heavily via marketplaces and not just via their own site score points with the provider's data quality. The AI knows, for example, that Amazon is a trustworthy company, as it has many ratings and is already widely known on the internet. This way, LLMs find the right offer more quickly.
How is AI changing the e-commerce world?
Not every consequence is rosy. AI Overviews & Co. are shifting visibility; publishers are already warning of traffic losses. Brands must therefore pursue a two-pronged approach: be discoverable in LLMs and yet still strengthen their own touchpoints. Our tip: Revise your product data and descriptions so that LLMs can easily understand them. This will increase your chances of appearing in purchases directly in chat dialogues, without this text becoming a tactical guide.
And if I need help with that? We'll keep it brief: If you wish, projx will make your product range LLM-ready, from the keyword foundation to a clean data setup. Period! ⇨ And for that, we now even have our own LLM Dashboard!
