What ChatGPT Commerce Means for Brands and How You Can Prepare

Have you heard the news?

According to a new update by OpenAI, ChatGPT will be extending its features to include commerce capabilites.

Our tech guru and Business Development Manager Jabez put his thinking cap on to figure out what this new change means for brands and consumers alike.

Read on to see what he had to say.

THE CHATGPT REVOLUTION

ChatGPT has managed to slip into everyone’s daily lives – helping users search, research, and interact with all sorts of info online (take 100 men vs 1 gorilla for example). But following the release of ChatGPT commerce and recommendations features – and the clear drive for world domination – it’s looking to increase its market share in our everyday routines.

Although the new features are still wearing nappies, they have huge potential to change the online shopping experience for good, making the journey conversational and tailored. Unfortunately, a nightmare for Karens, who will be shouting at their screens.

At Socially Powerful, we’re naturally keeping a close eye on how this will all pan out, and while we’re not surprised at the recent addition, there’s still some confusion on how this will affect the marketing landscape.

WHAT WE KNOW ON CHATGPT COMMERCE

Following the introduction of ChatGPT commerce features, users will now be able to ask “what christmas present can I get for under £10 for my cousin that I still don’t really know or care much about” or “what running shoes should I get which make me look like a pro even though I do 5km with 12 pauses every six months” and they’ll receive product suggestions – complete with images, pricing, and links to buy.

For marketers, this might mark new ground, as SEO transforms into AI Optimisation (AIO). Brands will need to think about whether their product descriptions are structured in a way that AI can easily understand and use. Your brand story should be clear and conversational. And perhaps most importantly, you need to make sure your product has real, credible reviews and user-generated content that AI can reference and rely on. Not just 1000s of bot reviews with 0 substance.

@tristan.ahumada

ChatGPT just launched a shopping feature that pulls product prices, reviews, and purchase links directly into your search. Here’s how it works, why it’s powerful, and why you should still double-check AI results. #ChatGPTShopping #OpenAI #TechUpdate #AIShopping #OnlineShopping #TechNews #ChatGPTUpdates #FutureOfSearch #Ecommerce #AItools

♬ original sound – Tristan Ahumada

There are already exciting use cases starting to emerge. A drinks brand, for example, could appear in response to a query like “I want a low-calorie, non-alcoholic drink for summer BBQs,” (actually maybe not that exciting but you get the idea), all provided the product data is clear and accessible, and we actually have a summer this year in the UK. 

That said, ChatGPT’s commerce and shopping recommendations currently rely on a limited dataset and selected integrations, and it won’t yet always pull the most up-to-date pricing or stock availability. The experience, while promising to be the next big thing, is still inconsistent, and right now, brands don’t have control over how or when their products appear – unlike with paid search.

@babs_ai

ChatGPT shopping vs K-Chat – Get ChatGPT for your shopify website to sell more from your store vs all the traffic living in ChatGPT. Reach out if you want to know more. chatgpt shopify #ai

♬ original sound – Babsj – Babsj

HOW CAN BRANDS PREPARE FOR THE ERA OF  CHATGPT COMMERCE

• Firstly, it’s important to audit your product information to ensure it’s not only accurate and keyword-rich but also written in a natural tone that aligns with how people search conversationally. Ask yourself whether someone could easily discover your product by asking ChatGPT a real-life question. 
• Secondly, social proof matters more than ever. AI relies heavily on authentic reviews, influencer content, and customer feedback, so ensuring that these elements are visible and trustworthy is key. 
• Thirdly, keep an eye on developments in the space, especially if you’re a brand on Shopify, Klarna, or Amazon, as these platforms are most likely to appear in the early wave of integrations.

Looking ahead, we’ll definitely see OpenAI and competitors rolling out brand partnership opportunities, enabling more real-time integration, and even merging AI with social commerce through platforms like TikTok Shop and Instagram.

For brands, it’s not just about being everywhere, it’s about being the best possible answer for when consumers have high intent. At Socially Powerful, we’re helping brands get and stay ahead, whether that means refining product content, building credible UGC, or crafting influencer campaigns that feed directly into discovery-driven platforms like ChatGPT.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs.

@sociallypowerful