The way people shop online is changing fast, and your next customer might not be a person at all. It could be their AI assistant.
AI-driven shopping is no longer science fiction. Tools like ChatGPT and Google’s AI Overviews are starting to guide purchase decisions, recommend products, and even complete transactions on behalf of the user. If your business sells products online, or even if you rely on being “found” during the research phase, you need to know how this works.
AI Is Becoming the Shopping Assistant
OpenAI has begun piloting instant checkout directly within ChatGPT. In early tests with select Etsy sellers, users can now browse product cards, tap “Buy,” confirm shipping, and place an order all without leaving the chat interface. The goal? Fewer steps between “I like it” and “I bought it.”
Even when checkout isn’t available, product cards already show up inside ChatGPT. These are not paid ads at this time. Instead, inclusion is based on how clear and complete your public product data is: descriptions, photos, reviews, availability, and more.
Consumers are adopting AI now. Adobe expects AI-assisted shopping to surge over 500% this holiday season. People are using AI tools to speed up their decision-making and eliminate the noise.
Google is also pushing this forward with features like virtual try-ons for clothing and shoes. That gives shoppers more confidence, reduces returns, and builds trust before they even land on your site.
3 Ways to Prepare for AI-Assisted Shopping
You don’t need to overhaul everything right away. But you do need to start optimizing your content for how AI tools gather and present information.
Here’s how to begin:
Shop like a customer
Use ChatGPT or another AI assistant to search for something you would buy. What products come up? What information helps you decide? What’s missing? That’s a clue for how your own website and listings need to be structured.
Shop your category — without using your name
Search for phrases like “best [product] near me” or “most reliable [service] for [need].” Who shows up? What makes them credible? Look for things like quality photos, specific descriptions, detailed hours, and customer reviews. Make that your checklist.
Ask the AI about you
Use a private browser or an incognito chat session and ask, “What do you know about [Your Business]?” or “Why choose [Your Business] for [product/service]?” If the answer is outdated or vague, make a list of quick updates: clearer descriptions, updated photos, visible contact details, and fresh reviews.
The Bottom Line
Search behavior is shifting. Traditional Google search still matters most, but AI-powered assistants are gaining ground. If you want to stay visible, start by making sure your content is accurate, up to date, and helpful no matter where your next customer is searching.
Do you prefer to listen in? Here’s our podcast:
Links in this episode: Instant Checkout in ChatGPT brings agentic commerce to life
ChatGPT Shopping is here – and it’s changing ecommerce SEO rules
1.5 million chats reveal who uses ChatGPT and why
Adobe predicts AI-assisted online shopping to grow 520% during the 2025 US holiday season
Shop with AI Mode, use AI to buy and try clothes on yourself virtually
