November 18, 2025

ChatGPT Product Search: Opportunities for Retailers with PXM & E-Commerce

PRODUCT EXPERIENCE MANAGEMENT

Artificial intelligence has changed numerous business processes in recent months – but one area is currently receiving particular attention: e-commerce. With the integration of Product searches in ChatGPT OpenAI is opening up a new opportunity for retailers and brands to showcase their products exactly where consumers are looking for inspiration and making concrete purchasing decisions.

While traditional search engines and marketplaces have been the main points of contact up to now, there is now a clear shift: ChatGPT not only provides answers, but also product recommendations – including price, image and availability link. And in the future, it will even be possible to make instant checkouts directly in the chat.

For companies, this means that those who structure their product data clearly, keep it up to date and make it AI-compatible will be able to position themselves decisively in this new landscape.

How does product search work in ChatGPT?

OpenAI has created an interface for this purpose, through which retailers can submit their product catalogue (feed) to OpenAI. Users who ask questions such as “Which trainers under £100 are recommended?” are shown specific results from
these catalogues.

Particularly interesting:

Relevance instead of advertising: Selection is primarily based on data quality, not paid listings.
Structured data: Mandatory fields such as title, description, price, brand, category and availability are essential.
International rollout: While Instant Checkout is currently only available in the United States, Europe is already on the roadmap.

This puts the quality of product information centre stage – and this is where product experience management (PXM) comes into play.

Criteria for listed products

According to OpenAI and accompanying technical articles, the following points are crucial for products to be visible in ChatGPT Shopping:

Complete product information
- Title, description, category, price, brand, and link.
- Good quality images.
- Information on weight, dimensions or variants, where relevant.
Up-to-date information & data maintenance
- Prices and availability must be updated regularly.
- Retailers who provide outdated data risk poor visibility.
Structure & Standards
- Feeds must be provided in formats such as CSV, XML or JSON.
- Schema.org markup on the website further increases findability.
trustworthiness
- Dealers should preferably be the manufacturer or authorised resellers.
- High data quality and transparent information increase the chances of playback.
Regional conditions
- Product search is already active in Germany, with instant checkout to follow.
- Legal requirements (e.g. data protection, rights of withdrawal) must be taken into account.

What does this mean for retailers in Germany?

German retailers now face the challenge – and opportunity – of making their product data AI-compatible. Traditional systems, in which product information is fragmented or incomplete, are no longer sufficient.

This is where PXM platforms and e-commerce solutions come in: they enable product data to be centrally maintained, enriched and exported in the appropriate format.

Example:

A Shopware-based online shop with well-maintained data can relatively easily create a structured feed for OpenAI.
With a PXM solution – such as the one offered by apollon – product information can be managed centrally and optimised for different channels, including shops, marketplaces, catalogues and now also ChatGPT.

Role of apollon GmbH + Co. KG

As a specialist in product experience management, e-commerce with Shopware and digital catalogue solutions (Flipaio), apollon positions itself precisely at this interface.

We help companies with the following:

Ensure product data quality: Consistent, complete and up-to-date data is the basis for visibility in ChatGPT.
Generate automated feeds: Instead of manually maintaining Excel spreadsheets, we offer solutions that automatically output catalogue data in the correct format.
Implementing omnichannel strategies: Products appear not only in your own shop, but also on marketplaces, in digital catalogues – and now also in ChatGPT.
Combining content and commerce: With Flipaio, product information can be prepared not only for AI feeds, but also for inspiring digital experiences.

Conclusion: Act now to be found tomorrow

The integration of product searches into ChatGPT marks a turning point in e-commerce. Retailers can no longer afford to neglect product data. Those who improve their data quality now and set up feeds for AI platforms are laying the foundation for long-term success.

apollon GmbH + Co. KG supports companies in successfully shaping this transformation – with powerful PXM, proven Shopware e-commerce solutions and innovative tools such as Flipaio for digital catalogues.

👉 Now is the right time to make your product data fit for the future – so that your products are also the first choice in consumer chats.