How to Get Your Products Into ChatGPT Shopping

ChatGPT now answers a lot of “what should I buy” questions with products: images, prices and links to shops. Getting your products into those answers isn’t one process. It depends on what platform you sell on, and the rules have changed several times in 2026 alone.

This guide covers the three routes as they stand when we checked, on 28 October 2026, what each one needs from your product data, and how to get ready. Check the linked sources before you act, because this area moves quickly.

Route 1: Shopify’s agentic storefronts

If you sell on Shopify, this is the shortest route. Modern Retail reported in March 2026 that Shopify told merchants “ChatGPT in Agentic Storefronts” was coming later that month. According to that report:

Products are syndicated through Shopify Catalog, and AI assistants can show them in answers.
Merchants don’t need to build their own ChatGPT app to take part.
The channel launches on by default, and merchants can change its settings in the Shopify admin.
Shoppers find products in ChatGPT and usually finish buying on the merchant’s own storefront: in an in-app browser on the ChatGPT mobile app, or a separate tab on desktop. Orders appear in the Shopify admin like any other sales channel.

What to do: check your Shopify admin for the agentic storefronts settings and whether your store and products are included. Then work on the product data itself, covered below, because Shopify Catalog can only pass on what your products contain.

Route 2: OpenAI’s product feed

For merchants not on Shopify, or who want direct control, OpenAI runs a product feed programme. Its developer documentation says:

Onboarding is currently limited to approved partners. Merchants apply through the form at chatgpt.com/merchants.
Approved merchants upload their catalogue over SFTP.
OpenAI recommends sending a complete catalogue snapshot at least once a day, and updating when prices or stock change, for example when a sale starts or an item sells out.

The feed format is documented in OpenAI’s product feed specification. Examples are in JSONL, and CSV and TSV are supported too. The required fields for discovery are:

Field	What it holds
`item_id`	A stable ID, unique per item or variant
`title`	The product name, including the variant where relevant
`description`	A factual, plain-text description
`url`	The product page, with the variant selected where possible
`brand`	The brand as shown on the product page
`seller_name`	The name of the seller
`image_url`	The main product image, as a direct image URL
`availability`	`in_stock`, `out_of_stock`, `pre_order`, `backorder` or `unknown`
`price`	The regular price, for example `79.99 USD`

Some rules worth knowing from the same specification:

Titles: aim for 150 characters at most. Descriptions: 5,000 characters at most.
sale_price is optional, must be lower than price and in the same currency.
gtin must be 8, 12, 13 or 14 digits with a valid check digit, with no spaces or dashes. Leave it out rather than guess.
mpn should go with brand, and you shouldn’t invent one to fill a missing GTIN.
Availability should always be explicit. OpenAI notes that unknown doesn’t tell it the item is in stock.
Eligibility flags: search eligibility is on unless you turn it off. Checkout and ads eligibility are off by default and controlled separately. OpenAI says eligibility doesn’t guarantee a product will be shown.

What happened to Instant Checkout

ChatGPT’s in-chat checkout, Instant Checkout, was scaled back in 2026. Modern Retail quoted OpenAI as saying “Instant Checkout is moving to Apps, where purchases can happen more seamlessly.” For most merchants, ChatGPT is now a discovery channel that sends shoppers to your site to buy.

Route 3: let ChatGPT’s search crawler in

ChatGPT also searches the web. OpenAI’s crawler documentation says OAI-SearchBot is the bot used for search, and that sites which opt out of it won’t be shown in ChatGPT search answers, apart from plain navigational links.

Check your robots.txt. If it blocks OAI-SearchBot, or blocks all bots by default, your product pages can’t be used in those answers. OpenAI gives this example for allowing it:

User-agent: OAI-SearchBot
Allow: /

OpenAI notes that robots.txt changes can take about 24 hours to take effect.

The product data that matters on every route

Whichever route you use, ChatGPT can only describe your products as well as your data does. The same fixes help on all three:

Write titles that say what the product is. Brand, product type, the key attribute and the variant: “Fernhound Cloud Donut Dog Bed, Medium, Grey” beats “Cloud Donut”. People ask ChatGPT for specific things, and a vague title gives it nothing to match.
Make descriptions factual. Materials, sizes, what it’s for, what’s included. Marketing adjectives don’t answer questions. Facts do.
Fill in the attributes. Colour, size, material, age group, gender. Every attribute you leave empty is a question ChatGPT can’t answer about your product.
Use real identifiers. Correct GTINs help match your product to the same item elsewhere. Wrong ones do more harm than none.
Keep price and stock current. A product shown as in stock at last week’s price is a bad experience and a wasted click.
Use proper product images. A clear main image of the actual product, as a direct link.

None of this is new. It’s the same product data work that helps Google Shopping and Meta catalogue ads. The difference is that in a conversation, gaps are more visible: ChatGPT is answering a specific question, and if your data doesn’t answer it, another shop’s will.

A checklist

On Shopify: agentic storefronts settings checked in the admin
Not on Shopify: applied at chatgpt.com/merchants
robots.txt allows OAI-SearchBot
Titles include brand, product type, key attribute and variant
Descriptions factual, plain text, under 5,000 characters
Colour, size, material and other attributes filled in
GTINs valid, or left out where there isn’t one
Availability explicit for every product
Price and stock updated at least daily

AI Product Optimisation rewrites titles and descriptions and fills missing attributes across your catalogue. Our feed exports also include OpenAI exports in JSONL and CSV, gzipped as OpenAI takes uploads and laid out to its product feed specification, including the required fields, variant grouping and your brand’s seller policies. If you’re approved for the feed programme, check it against OpenAI’s current specification during onboarding.

Frequently asked questions

How do I get my products on ChatGPT?

Shopify merchants can use Shopify's agentic storefronts channel, which syndicates products through Shopify Catalog. Other merchants can apply to OpenAI's product feed programme at chatgpt.com/merchants, which is open to approved partners. In both cases, letting OpenAI's search crawler, OAI-SearchBot, access your site also matters for appearing in ChatGPT search answers.

Can people buy directly inside ChatGPT?

OpenAI said in March 2026 that Instant Checkout is moving to Apps. With Shopify's agentic storefronts, shoppers find products in ChatGPT and usually complete the purchase on the merchant's own storefront, in an in-app browser on mobile or a new tab on desktop.

What format is the OpenAI product feed?

OpenAI's specification shows examples in JSONL and also supports CSV and TSV. Approved merchants upload the file over SFTP, and OpenAI recommends sending a full catalogue snapshot at least once a day.

Are ChatGPT product results ads?

OpenAI's feed specification has separate flags for search eligibility and ads eligibility, and says eligibility doesn't guarantee a product will be shown. Organic product results and ads are controlled separately.

How to get your products into ChatGPT Shopping