Introduction
Artificial intelligence is changing the way that we find, learn about, and buy our products online. Industry leaders like ChatGPT and Shopify are responding to this quickly.
AI platforms like ChatGPT are becoming increasingly integrated into the online shopping experience, and e-commerce businesses have to adapt if they don’t want to fall behind.
The rise of conversational commerce is affecting more than just individual online stores. Leaders in the space, such as Shopify, make it clear that AI is going to be an important part of the future. The leading shopping platform is already starting to respond to AI’s place in the industry, and merchants who want to keep up may need to start doing the same.
The age of conversational commerce – a game changer
The traditional means of shopping online are slowly shifting into something new, especially as the emerging generation of consumers typically uses the internet in a vastly different way from those who came before. Typing product queries into a search bar and selecting the best-fitting results is not the only way people explore the internet, nor how they explore stores anymore.
More and more, customers are using AI-powered conversational platforms, such as ChatGPT, to ask natural language questions, like “what’s a good gift for a coffee lover” or “can you recommend eco-friendly skincare brands?”
Rather than a list of links that best match the specific keywords used, these AI tools now provide curated recommendations, often with summaries and context to show why these specific options are those that fit the user’s needs.
This is conversational commerce, ie, shopping through dialogue, not just search. AI tools use huge datasets, including public product data, customer reviews, structured content like blog posts, and more to provide richer and more individualised answers.
For e-commerce, conversational commerce is becoming a bigger driving force. The large language models (LLMs) that power these AI tools are beginning to integrate with platforms like Shopify.
As such, brands and merchants need to be aware of how customers are using conversational commerce, both in AI chat engines and otherwise, as well as how platforms like Shopify are starting to embrace it.
ChatGPT Shopping
OpenAI is responding to this opportunity with its ChatGPT Shopping product. This delivers product results directly in the interface:
With ChatGPT’s existing interface, the Q and A style makes the experience feel much more like a curated list of options from a personal shopper. Very different from traditional search.
ChatGPT and Shopify
Rather than trying to prove itself an alternative to the growing AI-driven online shopping environment, Shopify has recognised this shift and, instead, is actively building the tools and integrations that help its merchants adapt alongside it.
In May 2025, developers found a code snippet inside the ChatGTP web app containing Shopify terms such as “shopify_checkout_url”. This is a strong hint that one goal is to allow users to browse and buy Shopify inventory directly from the platform.
The future of ChatGPT and Shopify is unclear as of yet, with no official announcements of a direct partnership. However, the leaked code is a strong sign of the future. Further integrations with Google Shopping and Meta AI could be a sign that Shopify is building bridges between merchants and conversational commerce drivers.
How merchants can prepare for AI-driven discovery
Shopify is broadening the horizons of an AI-driven e-commerce future, and it’s up to merchants to prepare. Currently, AI tools such as ChatGPT will only recommend your store and your products if you optimise to make them discoverable. Shopify’s further integration of conversational commerce may make this more accessible; those who are positioned for AI early are more likely to see more benefits. Forward looking Shopify agencies will be able to help. It’s clear that this is the time to prepare for ChatGPT and Shopify.
Product titles and descriptions are more important than ever
AI models prioritise content that is clear and descriptive, written in natural language, and rich in details like materials, sizes, use cases, and differentiators from other products. Shopify Magic can help set the foundation; you just need to refine the text to ensure it’s clear, accurate, and fits the brand tone you want.
Implement proper schema markup
Well-structured data is more easily read by AI, and schema markup plays a big role in that. Structuring data with product schema, review schema, and offer schema ensures that AI tools are able to extract data and use it within the right context.
Structure your products logically
By understanding the relationships between different products, AI can recommend them more specifically. Structure your store with clear connections, using human-readable names for product titles and grouping them in the navigation, such as “Gifts for Her” and “Eco-Friendly Products.” Semantically grouped products are easier for AI to parse.
Match your user’s search intent
Conversational commerce is all about thinking about how people might describe products and needs in a casual question. Incorporate the language they use in your site, if not in the product descriptions and titles, in FAQs and Q&A content, blog posts, and user-friendly headers.
Ensure your site works fast
Your site needs to be fast, clean, and accessible. Not only is it better for your users, but AI agents typically prefer scanning sites that load quickly, have no broken links, and are easily readable by AI crawlers.
Show trust in your content
LLMs prioritise content that is trustworthy. Trust signals such as verified product reviews, star ratings, and user-generated content make it more likely to be recommended by AI. Be sure to collect and showcase structured reviews and use apps that can help you manage and surface UGC.
Embrace conversational content
AI agents focus on Q&A-style content and any other formats that mimic how users talk. Aside from detailed FAQs on product and category pages, consider writing blog posts that answer natural-language questions, as well as “Ask The Expert” sections that allow for more conversational writing.
Ready your product data feed
AI tools crawl product data feeds, especially when connected to Google Merchant Centre, Meta Commerce, or Shopify integrations. Keep them clean and accurate, with consistent product titles, descriptions, and images across platforms. Be sure to remove any outdated SKUs and check that your data is clean across the board.
Foundational SEO still matters
SEO is gaining even more relevance and importance in the age of AI. Keep investing in high-quality backlinks, engaging content that keeps users on your site, and optimised metadata and image alt text. Shopify’s built-in SEO tools make this a lot easier to manage.
Conclusion: now is the time to prepare for ChatGPT and Shopify
As far as ChatGPT and Shopify is concerned, the AI revolution is already here. Generative AI models like ChatGPT are likely to play a major role in the present and future. The platform is setting the standard for the future of modern commerce, and it’s recommended that merchants start getting used to these tools and integrations now.
