ChatGPT starts shopping advice: what can retailers do to keep up?

ChatGPT is now also giving people shopping advice – including a direct link to product pages on webshops. The update, which is being rolled out worldwide, is a major game changer for e-commerce. How do retailers make sure that they can keep up with this new way of online shopping?

New shopping interface

As of now, users in the United States – even those without a paying account – can ask ChatGPT to help them shop. The chatbot recognises purchase intentions in search queries and then presents a carousel of relevant products, including images, descriptions, user reviews and a direct link to the product page at a webshop. The new shopping interface currently works within the categories fashion, beauty, homeware and electronics.