AI shopping: how to get your products into AI recommendations

AI shopping means customers ask an AI assistant to find, compare and recommend products. ChatGPT, Gemini, Perplexity and Google AI Overviews then show products with a price, photo, reviews and a link to a shop. If you want your online store to appear, make sure you have a complete product feed, clear specifications for every product, genuine reviews and up-to-date prices and stock.

What is AI shopping?

In the past, a customer searched on Google, opened ten tabs and compared things themselves. Now they type a question such as "which lounge set for a small balcony is weatherproof and costs less than 500 euros?". The AI assistant searches, compares and gives a short list of recommendations. Often there are product cards alongside, with a photo, the price, the review score and shops where you can buy it.

The next step is called agentic shopping. Here an AI agent does more than recommend. It can compare options, fill a shopping basket or even prepare an order. This is still in its early days, but it is being tested more and more. Read more in AI agents that search for customers.

How does AI choose which products to recommend?

Nobody knows the exact recipe. What is clear is that AI assistants look at:

• How well the product fits the question. If someone asks for "weatherproof" and "small balcony", your product page needs to state those features explicitly.
• Complete and reliable product data. Dimensions, material, weight, colour, warranty and delivery time.
• Price and availability. A product that is out of stock or has an unclear price is less likely to be recommended.
• Reviews. The number of reviews, the average score and what customers actually say. AI often summarises reviews as pros and cons.
• Mentions elsewhere. Test articles, comparison sites and forums where the product is discussed.

What does your online store need to sort out?

1. A complete product feed

A product feed is a file with all your products and their details: title, description, price, stock, brand, EAN code, image and link. You use such a feed for Google Shopping through Google Merchant Center. That data can also end up in Google's AI answers. Other AI platforms offer or are testing ways to submit product data too. Keep an eye on developments and in any case make sure your feed is complete and error-free.

2. Specifications in plain text and in a table

Put the key features in a clear table on the product page. Next to that, explain in a few sentences who the product is suitable for. For example: "This set fits on a balcony from 2 by 1.5 metres and can stay outside all year round." That way AI can link your product to concrete questions.

3. Structured data

Use schema markup of the Product type, including Offer (price, currency, availability) and AggregateRating (average score and number of reviews). That way machines read your data without guessing. Our article on product information for online stores tells you more.

4. Collect genuine reviews

Ask customers for a review after delivery, on your own site and on independent review platforms. Encourage them to be specific: how was the quality, did the size fit, how did delivery go. AI uses details like these to recommend products. Also read reviews and AI recommendations.

5. Clear shop policies

Shipping costs, delivery time, returns policy and warranty belong in a fixed, easy-to-find place. AI assistants increasingly mention this information when customers ask "where is the best place to buy this?".

6. Keep prices and stock up to date

An AI answer with the wrong price costs trust and sales. Make sure your feed, your product page and your structured data all say the same thing and are updated automatically.

Category pages and buying guides

Not every question is about a single product. Many customers ask "what should I look for when buying a parasol?". A good buying guide or category page with explanations answers that question. AI often cites pages like these as a source and then mentions the shop behind them too. So do not just write product copy, but also honest guidance that helps customers choose.

Frequently asked questions

Do I have to pay to appear in AI shopping?
Recommendations in AI answers are currently largely organic. Platforms may add ads or paid placements, though. Check what applies on each platform.

Does this work for a small online store too?
Yes. AI mainly looks at how well a product fits the question. A small shop with complete data and good reviews can sit comfortably alongside bigger shops.

How do I know whether AI mentions my products?
Ask different AI assistants the questions your customers ask and see which shops and products appear.

Find out whether AI mentions your online store

Curious whether ChatGPT, Gemini, Perplexity and Claude mention your online store for your customers' questions? Take the free AI check and see straight away where your opportunities are. With GEO tracking you follow your visibility, your competitors and the sources AI cites every week.