{"id":8308,"date":"2025-04-29T10:33:55","date_gmt":"2025-04-29T08:33:55","guid":{"rendered":"https:\/\/www.mickyweis.com\/chatgpt-shopping-er-google-endelig-ved-at-faa-reel-konkurrence\/"},"modified":"2026-05-07T10:48:47","modified_gmt":"2026-05-07T08:48:47","slug":"chatgpt-shopping","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/","title":{"rendered":"ChatGPT shopping: Is Google finally facing real competition?"},"content":{"rendered":"<p><a href=\"https:\/\/openai.com\/index\/chatgpt-shopping\/\">OpenAI<\/a> has just launched a new feature in ChatGPT called <strong>Shopping<\/strong>\u00a0and I believe it could have significant consequences for both search behavior and online advertising.<\/p>\n<p><strong>In short:<\/strong> you can now use ChatGPT to search for products, compare them, and get recommendations \u2013 similar to how you\u2019d use Google. But here, a language model guides the experience.<\/p>\n<p>However, this is more than just another feature. It\u2019s a direct challenge to one of Google\u2019s most profitable business areas: shopping searches.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#Googles_cash_cow_ads_and_e-commerce\" >Google\u2019s cash cow: ads and e-commerce<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#How_ChatGPT_Shopping_works\" >How ChatGPT Shopping works<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#What_does_it_mean_for_e-commerce_professionals\" >What does it mean for e-commerce professionals?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#Is_this_a_real_threat_to_Google\" >Is this a real threat to Google?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#Whats_the_current_status\" >What\u2019s the current status?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#What_should_you_do_now\" >What should you do now?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#Conclusion\" >Conclusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#FAQ_ChatGPT_Shopping\" >FAQ: ChatGPT Shopping<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#Whats_the_difference_between_ChatGPT_Shopping_and_Google_Shopping\" >What\u2019s the difference between ChatGPT Shopping and Google Shopping?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#What_types_of_products_work_best_in_ChatGPT_Shopping\" >What types of products work best in ChatGPT Shopping?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#How_do_I_get_my_products_recommended_in_ChatGPT_Shopping\" >How do I get my products recommended in ChatGPT Shopping?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#How_should_I_think_about_content_with_ChatGPT_Shopping\" >How should I think about content with ChatGPT Shopping?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#Can_smaller_ecommerce_stores_compete_here\" >Can smaller ecommerce stores compete here?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#Does_branding_still_matter_in_ChatGPT_Shopping\" >Does branding still matter in ChatGPT Shopping?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#How_important_is_customer_data_in_this_kind_of_shopping_experience\" >How important is customer data in this kind of shopping experience?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#What_happens_to_affiliate_marketing_with_ChatGPT_Shopping\" >What happens to affiliate marketing with ChatGPT Shopping?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#Will_price_comparison_sites_become_irrelevant\" >Will price comparison sites become irrelevant?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.mickyweis.com\/en\/chatgpt-shopping\/#Whats_the_biggest_challenge_with_ChatGPT_Shopping\" >What\u2019s the biggest challenge with ChatGPT Shopping?<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Googles_cash_cow_ads_and_e-commerce\"><\/span><strong>Google\u2019s cash cow: ads and e-commerce<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To understand the potential of ChatGPT\u2019s new direction, we need to look at the numbers:<\/p>\n<ul>\n<li>In 2023, Google generated over $237 billion USD in ad revenue (<a href=\"https:\/\/www.statista.com\/statistics\/266249\/advertising-revenue-of-google\/\">Statista<\/a>).<\/li>\n<li>Most of this came from Google Search and Shopping Ads.<\/li>\n<li>\u201cCommercial intent\u201d searches (users looking to buy something) are the most valuable clicks in Google\u2019s ecosystem.<\/li>\n<\/ul>\n<p>This is exactly where ChatGPT Shopping is positioning itself. Not necessarily by replacing it, but by offering an alternative buying journey, where AI acts more like a shopping assistant instead of just showing 10 blue links and four ads.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_ChatGPT_Shopping_works\"><\/span><strong>How ChatGPT Shopping works<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When you ask a question like \u201cbest running shoes for wide feet,\u201d ChatGPT now returns a set of curated product recommendations \u2013 with images, descriptions, reviews, and prices.<\/p>\n<p>This data is pulled from the new <strong>Shopping Graph<\/strong>, which combines partner feeds (e.g. Instacart and Klarna) with real-time data from open sources.<\/p>\n<p>This isn\u2019t just another product list. It uses natural language understanding to evaluate which products best match your intent and filters information based on preferences, needs, and context. It\u2019s a kind of personal product assistant that goes far deeper than traditional keyword matching (<a href=\"https:\/\/www.wired.com\/story\/openai-adds-shopping-to-chatgpt\/\">Wired<\/a>).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_does_it_mean_for_e-commerce_professionals\"><\/span><strong>What does it mean for e-commerce professionals?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you sell products online, whether you\u2019re a brand, DTC shop, or agency, you need to be aware that product search is shifting. Not away from Google entirely (yet), but into an alternative ecosystem where visibility may not come from paid ads.<\/p>\n<p>That\u2019s why it becomes critical to ensure:<\/p>\n<ul>\n<li><strong>Structured product data<\/strong>: name, price, images, descriptions, review scores, variant details<\/li>\n<li><strong>Schema markup<\/strong>: make sure your shop provides correctly structured data that LLMs can read<\/li>\n<li><strong>Product descriptions with context-rich descriptions<\/strong>: not just keywords, but meaningful content that can be interpreted in context<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Is_this_a_real_threat_to_Google\"><\/span><strong>Is this a real threat to Google?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In short: Google still has the first-mover advantage, the ad platform, and the world\u2019s largest search database. But user expectations are changing \u2013 especially among younger audiences.<\/p>\n<p>Google dominates because it owns both traffic and transactions. But if ChatGPT becomes a top-of-funnel search assistant, and users start their research there, Google loses influence over the buying journey.<\/p>\n<p>That\u2019s exactly the shift that could eventually impact their ad revenue \u2013 and their core business.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Whats_the_current_status\"><\/span><strong>What\u2019s the current status?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/help.openai.com\/en\/articles\/11146633-improved-shopping-results-from-chatgpt-search\">ChatGPT Shopping<\/a> has been rolled out to Plus users (GPT-4) and currently works mainly in the English version. It\u2019s being improved continuously, and new partners are being integrated. It\u2019s still in beta \u2013 but a very ambitious one.<\/p>\n<p>OpenAI isn\u2019t trying to \u201creplace\u201d Google, but rather become the <strong>first contact point<\/strong> for users who want an answer \u2013 not just a list.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_should_you_do_now\"><\/span><strong>What should you do now?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Check whether your products are visible via feeds, schema, and proper indexing<\/li>\n<li>Rethink your product descriptions \u2013 are you writing for algorithms, humans, or LLMs?<\/li>\n<li>Keep an eye on ChatGPT\u2019s evolution in the GPT Store, browser plugin, and native shopping features<\/li>\n<\/ul>\n<p>This isn\u2019t about choosing ChatGPT <em>or<\/em> Google. It\u2019s about understanding that users are searching differently and future visibility will depend on whether language models can understand and recommend your products too.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With the Shopping feature, ChatGPT is moving seriously into commercial search \u2013 and that brings new demands for those working in marketing, SEO, and e-commerce. If you want to be part of where the buying journey begins tomorrow, now is the time to prepare.<\/p>\n<p>AI and search are merging \u2013 and the question isn\u2019t whether your products are shown. The question is whether they are <strong>chosen by the model<\/strong>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"FAQ_ChatGPT_Shopping\"><\/span>FAQ: ChatGPT Shopping<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h4><span class=\"ez-toc-section\" id=\"Whats_the_difference_between_ChatGPT_Shopping_and_Google_Shopping\"><\/span><strong>What\u2019s the difference between ChatGPT Shopping and Google Shopping?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The biggest difference is how products are shown.<\/p>\n<p>Google Shopping gives you a list of products and ads, while ChatGPT acts more like someone helping you decide.<\/p>\n<p>Instead of scrolling and comparing everything yourself, you get a filtered answer based on what you\u2019re actually looking for.<\/p>\n<p>It shifts the experience from \u201csearch and compare\u201d to \u201cask and get a recommendation.\u201d<\/p>\n<p>For businesses, that means you\u2019re not just competing on price or visibility anymore, but on how well your product fits the user\u2019s needs.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"What_types_of_products_work_best_in_ChatGPT_Shopping\"><\/span><strong>What types of products work best in ChatGPT Shopping?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Products that need a bit of explanation or guidance tend to perform best.<\/p>\n<p>Think electronics, fitness gear, beauty products, or anything where people usually have questions before buying. That\u2019s where an AI assistant actually adds value.<\/p>\n<p>Simpler products will still often be bought through traditional search. So, in reality, how much this gets used will vary a lot depending on the category.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"How_do_I_get_my_products_recommended_in_ChatGPT_Shopping\"><\/span><strong>How do I get my products recommended in ChatGPT Shopping?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>It\u2019s not just about being visible \u2013 it\u2019s about being the best match.<\/p>\n<p>Your product data needs to be complete but also written in a way that actually makes sense.<\/p>\n<p>Descriptions should clearly explain who the product is for and what problem it solves. Reviews and ratings matter too, because they act as trust signals.<\/p>\n<p><strong>The shift is simple:<\/strong> you\u2019re no longer optimizing for clicks, you\u2019re optimizing to be picked.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"How_should_I_think_about_content_with_ChatGPT_Shopping\"><\/span><strong>How should I think about content with ChatGPT Shopping?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Content is no longer just about getting traffic \u2013 it\u2019s also about being used.<\/p>\n<p>Your content needs to be something LLMs can pull from when generating answers.<\/p>\n<p>Guides, reviews, and comparisons still work, but they need to be more structured and more to the point.<\/p>\n<p>If your content is easy to understand and reuse, you\u2019re much more likely to show up in responses. The bar is higher, but so is the upside.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Can_smaller_ecommerce_stores_compete_here\"><\/span><strong>Can smaller ecommerce stores compete here?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Yes, and in some cases, they actually have an advantage.<\/p>\n<p>It\u2019s less about who has the biggest ad budget and more about who is the most relevant.<\/p>\n<p>If your product fits a specific need better than bigger brands, you can get recommended.<\/p>\n<p>But your data and content need to be sharp. LLMs can level the playing field on budget, but not on quality.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Does_branding_still_matter_in_ChatGPT_Shopping\"><\/span><strong>Does branding still matter in ChatGPT Shopping?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Yes, but in a different way than before.<\/p>\n<p>It\u2019s less about being everywhere and more about being trusted.<\/p>\n<p>If your brand consistently shows up with strong signals across different sources, you\u2019re more likely to be recommended.<\/p>\n<p>That means brand building still matters \u2013 maybe even more than it used to. You can\u2019t just buy attention anymore; you have to earn it.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"How_important_is_customer_data_in_this_kind_of_shopping_experience\"><\/span><strong>How important is customer data in this kind of shopping experience?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>It\u2019s a big deal. The better the model understands the user, the better the recommendations.<\/p>\n<p>That puts companies with strong first-party data in a much better position.<\/p>\n<p>At the same time, you need to balance personalization with privacy. Companies that get that balance right will have a clear edge.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"What_happens_to_affiliate_marketing_with_ChatGPT_Shopping\"><\/span><strong>What happens to affiliate marketing with ChatGPT Shopping?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Affiliate marketing will likely change quite a bit. If recommendations happen directly inside ChatGPT, there\u2019s not always a reason for users to click through an affiliate site.<\/p>\n<p>But new opportunities will show up around data, feeds, and integrations. So, it\u2019s not going away \u2013 it\u2019s just evolving. The people who adapt early will still win.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Will_price_comparison_sites_become_irrelevant\"><\/span><strong>Will price comparison sites become irrelevant?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Not completely, but their role is definitely shifting.<\/p>\n<p>Instead of being a place where users go to compare, they may become more of a data source behind the scenes.<\/p>\n<p>ChatGPT can already pull together the kind of information users used to find on those sites. That puts pressure on their position in the buying journey.<\/p>\n<p>Going forward, they\u2019ll need to rethink where they add value.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Whats_the_biggest_challenge_with_ChatGPT_Shopping\"><\/span><strong>What\u2019s the biggest challenge with ChatGPT Shopping?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The biggest challenge is not really knowing why things happen.<\/p>\n<p>When an AI recommends (or ignores) a product, you don\u2019t get the same level of insight as you do with SEO or ads.<\/p>\n<p>That makes it harder to optimize.<\/p>\n<p>On top of that, small changes in the model can have a big impact on your visibility. So instead of chasing quick wins, you need to think more holistically about your data, brand, and content.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>OpenAI has just launched a new feature in ChatGPT called Shopping\u00a0and I believe it could have significant consequences for both search behavior and online advertising. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":8175,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[111,90,80],"series":[],"class_list":["post-8308","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence","category-e-commerce-en","category-popular-posts"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ChatGPT shopping: Can OpenAI really challenge Google?<\/title>\n<meta name=\"description\" content=\"ChatGPT shopping is here and it might just rewrite the rules of e-commerce and search. 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