If you run an ecommerce brand or manage paid media, you’re probably keeping one eye on AI – and rightly so. But the latest move from OpenAI and Shopify isn’t just another tech headline. It’s a signal that the way consumers discover and buy products is changing. And that change is coming faster than most brands are ready for.
This new integration between OpenAI’s ChatGPT and Shopify allows users to browse and buy products directly through a conversational interface. No ads. No scrolling through Instagram. No search engine middlemen. Just a simple prompt like, “Find me the best men’s waterproof walking boots under £100,” and the AI returns a direct recommendation – possibly with the option to complete the purchase right there.
Why This Changes Everything
For years, platforms like Google and Meta have made billions by acting as digital gatekeepers. If you wanted to reach your customer, you paid for the privilege – ads, retargeting, influencers, the lot.
But AI doesn’t sell attention. It sells answers.
That means the new battleground for ecommerce isn’t who can shout the loudest, but who can provide the clearest, richest, most relevant product data. Brands that win in an AI-first world will be those who prioritise structured, high-quality information that makes it easy for algorithms to understand what they sell and who it’s for.
Think of AI as a matchmaker. If you want to be matched, you need to make yourself easy to understand.
This Won’t Replace Google or Meta Overnight
Let’s be clear – this isn’t a sudden collapse of traditional platforms. AI-led shopping will grow gradually, much like mobile commerce did a decade ago. People are creatures of habit, and most aren’t ready to abandon the comfort of search or social just yet.
But the shift is starting. And the brands that begin adapting now will be better positioned when the tipping point comes.
So what can you do to prepare?
How to Prepare Your Brand for AI Commerce
1. Optimise Your Product Feed for Machines, Not Just Shoppers
Your product feed is no longer just for Google Merchant Centre or Meta Commerce Manager. It’s becoming the foundation for how AI sees and understands your business.
To get this right, focus on:
- Proper titles and descriptions – be specific, include keywords, and describe key features
- Detailed specs and attributes – size, colour, material, usage, and benefits
- Inventory levels – ensure they’re accurate and updated in real time
- High-quality images – multiple angles, clean backgrounds, lifestyle use
- Up-to-date pricing and shipping – no surprises, no outdated info
The goal is to make your product as clear and complete as possible to both the AI and the customer.
2. Use Product Attributes and Tags to Add Structure
Take advantage of your ecommerce platform’s fields and custom tags. Whether it’s “sustainable material,” “best for winter,” or “ideal for travel,” these details help AI categorise and recommend your product more accurately.
Platforms like Shopify allow you to add metafields or custom schema. Use them. These small data points will give you a competitive edge.
3. Leverage Feed Management Tools
If you’re managing multiple feeds across Meta, Google, TikTok and others, use a product feed management platform like:
- Popsixle
- Feedonomics
- Channable
- DataFeedWatch
These tools help clean up, enrich, and standardise your product data across all channels – and soon, that will include AI ecosystems too.
How to Track AI-Driven Traffic and Sales
Optimising for AI is only one half of the equation. The other is visibility. If ChatGPT or any other AI is driving traffic and conversions, you need to be able to see it.
Here’s how to track this emerging source of sales:
1. Add UTM Parameters for AI-Specific Links
If you’re working with any AI-integrated plugins or tools, tag your links properly using UTM parameters. Example:
rubyCopyEdit?utm_source=openai&utm_medium=referral&utm_campaign=chatgpt_recommendation
This gives you clean visibility inside Google Analytics and any attribution platform you use.
2. Monitor Referrals and Behaviour in GA4
In GA4, navigate to Reports > Acquisition > Traffic Acquisition and look out for:
- Referrals from openai.com or chat.openai.com
- “Direct” traffic spikes that don’t align with your other campaigns
- Unusual patterns – high intent, short paths to conversion
It won’t be perfectly labelled just yet, but keep an eye on the data and look for trends that signal new sources.
3. Use Attribution Tools Like Triple Whale or Elevar
Platforms like Triple Whale, Elevar, and Northbeam offer deeper attribution models that may detect emerging traffic patterns before GA4 does. They’re great for spotting early signs that your AI commerce channel is gaining traction.
4. Set Up Server-Side Tracking Where Possible
If AI tools don’t load scripts properly (which is likely), cookie-based tracking could miss the event. Server-side tracking, such as Meta’s Conversions API or Shopify’s Customer Events API, can help fill in those gaps and give you a clearer picture.
5. Watch for the “Canary in the Coal Mine”
One of the easiest early indicators? Your conversion rate from new users increases, but you don’t know why. If you suddenly start seeing sales from visitors with no previous engagement – and you’re not running new campaigns – there’s a good chance AI has entered the chat.
The Future of Ecommerce is Quietly Arriving
We’re witnessing a shift from attention-based advertising to AI-led matchmaking. The brands that thrive in this new landscape won’t be the ones shouting the loudest, but the ones providing the clearest answers.
This isn’t science fiction. It’s the slow but steady evolution of how people shop online.
The question is: are you going to wait and react, or lead the way?
