ChatGPT shows products mainly from trusted feeds and integrations (Shopify/Etsy, Bing Merchant Center, Merchants Portal) and recommends them contextually, based on the intent of the conversation. Conclusion: visibility in ChatGPT is won not by "SEO phrases," but by Feed quality and structured data (full Product + Offer + AggregateRating, current availability, good photos, specific titles and descriptions of "for whom/for what").

Where does ChatGPT get its products from?

This is one of the most frequently asked questions by e-commerce marketers and owners. ChatGPT does not search the web like a classic search engine, but uses the Partner sources and trusted product feeds.

Currently, the main sources are:

1. Shopify - stores with public profile enabled can automatically share their products with ChatGPT. All you need to do is activate the "Shop with ChatGPT" option in your Shopify dashboard.
2. Etsy - The platform is integrated directly into the OpenAI system. The products of Etsy creators are already visible in ChatGPT Shopping results in the US and Canada.

(Shopify and Etsy support full shopping functionality (checkout + shopping cart) only in the US and Canada - outside these countries, products are mainly visible through Bing Merchant Center and discovery).

3. Bing Merchant Center (BMC) - is currently the main feed for stores outside of Shopify and Etsy. ChatGPT uses the Bing Product Search index, so feeds from BMC are its product feeds.
4. ChatGPT Merchants Portal - A new portal for vendors to submit feeds directly to OpenAI. It's in "early access" for now, but being tested in Western Europe and the US.

Data from these sources are combined and evaluated according to quality, timeliness and completeness. It is these elements that determine whether your product comes up in a user's conversation.

How does the product discovery mechanism work in ChatGPT?

ChatGPT does not show products on a traditional ranking basis. Instead of positioning, we have contextual recommendation, that is, matching the question, tone and intent of the user.

Example:

"I'm looking for a gift for a person who likes yoga and nature."

In this case, the agent will not search the "gifts" category, but will understand the context and ask integrated feeds about products related to this lifestyle. This could be a yoga mat from your store, if your feed contains appropriate descriptive data (e.g., "eco-friendly cork yoga mat, perfect for gifts").

That is why The quality of the feed is more important than the sheer number of products. Well-described offers are more likely to show up in ChatGPT responses, even if your store is not the largest.

How do I submit a store to ChatGPT Merchants?

Portal ChatGPT Merchants is the central place to submit a product feed and integrate your store into the OpenAI ecosystem.

As of today, only selected markets (US, UK, Canada) have access, but it is worth preparing for the process already.

How does it work step by step?

1. Account registration in the ChatGPT Merchants portal (logging in via an OpenAI account soon).
2. Adding store data - name, URL, country, currency, return and shipping policies.
3. Product feed submission in XML or JSON format compliant with the OpenAI specification (based on the Product/Offer Schema.org standard).
4. Source verification - OpenAI verifies that the data is correct, up-to-date and the product is available.
5. Indexing in ChatGPT Search - Once approved, the products become available to ChatGPT agents, who can recommend them to users.

The Merchants Portal is an extension of existing solutions from Bing Merchant Center. Ultimately, the two systems will synchronize to avoid duplicate feeds.

How to properly prepare a product feed?

A product feed is a file containing product data in a format that ChatGPT (and Bing) can understand. It is from this file that the agent retrieves information about name, price, image, availability and reviews. The three elements with the greatest impact on visibility: precise title + contextual description (for what / for whom) + high-resolution photos.

A well-prepared feed should include, among other things:

• product_id - A unique identifier (SKU or ID from the system).
• title - A clear, specific title without abbreviations.
• description - A description including features, uses and related phrases.
• price and currency - Price and currency, preferably with real-time updates.
• availability - availability status (in_stock, out_of_stock, preorder).
• image_url - A good resolution photo (min. 1000 px wide).
• brand - brand or manufacturer.
• shipping - cost and delivery time.
• review_count and rating_value - opinion data (if available).

It's also a good idea to add custom fields (custom attributes), such as "eco_friendly," "handmade" or "premium_materials." These help agents match the product to the context of the conversation.

Examples of optimization

• BEFORE: "Yoga mat". → AFTER: "Eco-friendly yoga mat made of cork - non-slip, ideal for gift".
• BEFORE: "Midi dress" →. AFTER: "Midi dress with flowers - cotton, elegant, perfect for wedding and summer".
• BEFORE: "300 ml mug" → AFTER: "Handmade mug 300 ml - porcelain, a gift for a coffee lover".

How does structured data affect visibility in ChatGPT Search?

ChatGPT uses structured data to recognize what a product really is. If your site has correctly labeled Schema.org elements (full specification should include Product + Offer + AggregateRating - Product alone is not enough and often results in a lack of indexation), the agent can use this data directly, even without a separate feed.

This is especially important for stores that do not use Bing Merchant Center. Correct structured data:

• increase the chance of appearing in ChatGPT Search,
• enable recognition of category, price and opinion,
• help the agent match the product to the context of the inquiry.

Most common mistakes:

• Titles and descriptions that are too general and not directed to the user's context,
• No HD photos (min. 1000 px),
• outdated or manually updated feeds.

The role of Bing Merchant Center today and in the future

For Poland it is currently The only real path to visibility in ChatGPT Discovery. It is from there that ChatGPT gets most of its product information from outside Shopify and Etsy.

Bing Merchant Center allows:

• upload the product feed in Google Merchant format (XML/TSV),
• set regions and currencies,
• Manage product campaigns (Shopping Ads),
• synchronize data with other channels, such as ChatGPT or Microsoft Copilot.

In practice, this means that correctly configured Bing Feed = visibility in ChatGPT. This is not officially confirmed by OpenAI, but it is already noticeable that products available from BMC appear in ChatGPT Search results, especially in the US.

Pros of Bing Merchant Center:

• rapid implementation,
• free integration,
• automatic feed update,
• Access to analytics (clicks, views, CTR).

Minuses:

• No full localization for Poland (some features unavailable),
• Limited control over how products are displayed in ChatGPT,
• dependence on Microsoft and OpenAI policies.

Product discovery and ChatGPT - how to prepare in Poland?

As in the case of ACP (for more information on this, see the article: Agentic Commerce Protocol (ACP): how to prepare your store for ChatGPT shopping.), in Poland ChatGPT's shopping functions are still in the implementation phase, but feeds can already be fully prepared. Polish stores can:

1. set up an account in Bing Merchant Center,
2. prepare a feed in XML format with descriptions in Polish and PLN currency,
3. take care of the structural data on the site (Schema.org Product and Offer),
4. Set shipping and return policies in the BMC panel,
5. Test the integration in the ChatGPT Merchants sandbox environment (once EU registration is open).

These are steps that don't require store redesign or backend interference, and can give you an edge when ChatGPT Shopping launches in the region.

How to write descriptions under GAIO/AI Mode

• natural language, not catalog language,
• context: "for whom / to what",
• Functional attributes instead of marketing attributes,
• Synonyms and use cases ("for gifts / to travel / for beginners").

Checklist - is my store ready for ChatGPT Discovery?

• I have a properly working product feed (XML or JSON)
• My data follows the Product/Offer Schema.org format
• In describing products, I use natural language that AI understands
• Each product has high quality photos
• I have accounts with Bing Merchant Center and (optionally) Shopify
• My return and shipping policies are publicly available
• I tested the feed in the sandbox or simulator ChatGPT Merchants
• Feed updates automatically (not manually)

Product discovery - summary

Discovery determines whether a product gets noticed at all by ChatGPT - checkout only makes sense as the next step. The full shopping option is not yet operational in Poland, but feeds and structured data can be prepared today, and the Bing Merchant Center is key to visibility. The biggest advantage will be gained by stores that are ready earlier than the competition.