ChatGPT Shopping results have undergone the most significant update to their shoppable products integration since launch in April earlier this year.
At the time, I was quite critical of the integration of ChatGPT’s equivalent to free listing results on Google, highlighting key issues related to the mobile experience, inability to explore sources, and ineffective direct checkout links.
The article above also provides updates on developments within the generative Shopping results space over time, such as the introduction of AI Mode free listings, and the minor changes that happened with the introduction of GPT-5 with respect to Shopping.
Because I predominantly work with eCommerce stores, I’ve been keeping a close eye on the developments within this space to ensure my clients are kept updated. Overnight, ChatGPT has launched an upgrade to their Shopping results, here are the key aspects that have changed.
1. Cleaner grid display, without label overlays
The clearest update to ChatGPT Shopping results relates to the display itself. The product grids are more visual, with the image taking up more space and no longer having the labels that are overlaid on the product images.
The “ChatGPT chooses products independently. Learn more” notice has also been removed. This linked documentation was previously located here but has since been moved here, without a redirect being put in place. The overall display change is clear for the Shopping results unit on ChatGPT on immediate review.
2. Product title source as the HTML title, not just the feed title
Interestingly, I’m seeing many product titles being taken from the
This is a clear difference between ChatGPT Shopping and Google Shopping. Google will only ever use the feed title for free listing generation, which will match up perfectly with the information provided within the feed.
3. Removal of feed-eligible product-specific reviews
Being a very clear copy cat moment for ChatGPT, the Shopping results are no longer using feed-eligible product reviews anymore. This is again a feature that Google has led the charge on with respect to Shopping results, with there either being the use of product-specific eligible reviews or reviews that contribute to the Seller Rating.
ChatGPT seems to have dropped reviews for products all together. This is an interesting move, as users of ChatGPT may be less influenced by reviews, given that ChatGPT is the recommendation engine for why there is credibility for the results in the first instance.
4. Currency reflected in product grids when relevant
An issue that I noticed in the past with ChatGPT Shopping results is that the currency wasn’t always immediately clear when searching from different countries when using a VPN. I can see that the currency has now been reflected in the grid display when the currency is unexpected (using CAD when searching from the US, for instance).
In general, I would expect that ChatGPT should be doing a much better job here of converting the currency where relevant. Instead of showing the price in CAD, the price should automatically convert to USD within the grid results, similar to how Google Shopping would automatically present this information.
Final thoughts
Overall, it seems like ChatGPT has been less reliant on solely using their “partner” sources for result generation. When I say “partner”, I’m mostly meaning Shopify here, which seems to be the primary eCommerce platform where results are taken from. This can clearly be seen within the CDN for images when you click on each of the individual results, with images hosted on OpenAI being the alternative.
While the changes primarily seem to be focused on features and the aesthetics of the listings, I’m not seeing major changes with the types of websites that are being recommended within the results, aside from potentially seeing less recommendations for products stocked on Amazon and eBay, which had a heavy influence early on.
Currently, ChatGPT sends very little traffic to product pages from these Shopping results. And in many cases, the URLs are hallucinated with the latest research by Ryan Law showing that 2.38% of all cited URLs from ChatGPT lead to a 404. I’ll be continuing to keep an eye on updates to ChatGPT Shopping results as they evolve, as I have since their launch.