Estrategias y tendencias de marketing digital

ChatGPT Shopping Assistant: un nuevo actor en la búsqueda de comercio electrónico que los especialistas en marketing no pueden ignorar

July Cintra
May 12, 2025

Online shopping is changing (again!). This time, not because of a new app, marketplace, or social trend, but because of how people search. If you've been watching closely, you'll know that OpenAI recently added a ChatGPT shopping assistant, and while it's still early days, it's already raising big questions for marketers.

This isn't just another chatbot integration. It's a sign that search behavior is shifting from keywords and ads toward conversational, AI-driven product discovery.

Let's unpack what this means for marketers and brands trying to stay relevant in a constantly evolving digital landscape.

What Is the ChatGPT Shopping Assistant?

The new ChatGPT shopping assistant allows users to search for products using natural language. Instead of typing “best budget noise-cancelling headphones”, a user might simply ask, “What are the best noise-cancelling headphones under $150?” and get a carousel of product results, with images, prices, descriptions, reviews, and links to buy.

The feature is already available to all users, even without an account, and covers categories like fashion, electronics, home goods, and beauty. It doesn't offer direct checkout (at least not yet), but it's designed to reduce friction in the shopping journey by putting recommendations directly into the chat.

There are no paid placements at this stage. Products are selected based on intent, product data, and user preferences (for Plus and Pro users with memory enabled).

ChatGPT shopping assistant
Image sourced from ChatGPT

ChatGPT Shopping vs Google Shopping vs Perplexity AI: What's Different?

ChatGPT shopping isn't the first AI tool to help users shop. But its integration into an existing conversational AI that already has over a billion weekly queries makes it worth examining.

Here's how it compares:

FeatureChatGPT Shopping AssistantGoogle ShoppingPerplexity AIVisual Search❌ (Displays product images only)✅ (Google Lens)✅ ("Snap to Shop")Checkout Integration❌ (Redirects to retailers)⚠️ (Mostly redirects)✅ (One-click for Pro users)Personalization✅ (With memory for Plus/Pro users)✅ (Activity-based feeds)⚠️ (Prompt-based only)Ads in Results❌ (Currently ad-free)✅ (Ad-driven placements)❌ (Unbiased listings)Conversational Interface✅ (Full conversation context)❌ (Traditional keyword input)⚠️ (Partial conversational tone)

Key Takeaways for Marketers

  • Personalization is evolving: Google uses historical data for personalization. ChatGPT uses stored conversations (for subscribed users), which could lead to more context-aware suggestions over time.
  • No ads = no shortcuts: With no paid placements, you can't buy visibility (for now). That shifts the focus to content quality, product metadata, and reputation.
  • No visual search (yet): Unlike Google and Perplexity, ChatGPT doesn't support image-based queries. If your product relies on visual appeal, this may limit discovery for now.
  • Checkout isn't native: Users still need to go to the retailer's site to complete the purchase, which means there's no “one-click” frictionless experience like on some platforms.

What This Means for E-commerce Strategy

From a practical marketing standpoint, the emergence of ChatGPT's shopping assistant pushes us to rethink a few things:

1. Traditional SEO Won't Be Enough

You've probably optimized your PDPs and structured data for Google. That still matters, but AI tools like ChatGPT don't crawl pages in the same way. They extract meaning, synthesize reviews, and summarize benefits.

This is where LLMO (Large Language Model Optimization) comes in. It's about:

  • Structuring product feeds clearly (titles, specs, availability)
  • Including user-centric language and FAQs
  • Maintaining consistent review quality and product sentiment

2. Brand Recognition Could Matter Less

LLMs don't care if your brand is well-known, they're designed to suggest what's relevant, well-reviewed, and clearly described. If you're relying solely on brand authority, you might lose visibility to more optimized competitors.

3. Conversion Paths Are Changing

ChatGPT shopping doesn't offer native checkout (yet), but it does act as a top-of-funnel filter. Users may now start their research here instead of Google or Amazon. If you're not showing up in these early conversations, you're already out of the race.

Will This Impact Affiliate and Content Marketing?

Quite possibly.

If consumers find what they need directly inside ChatGPT, especially with unbiased recommendations, affiliate publishers might lose traffic. Similarly, blogs that rely on high-ranking Google SEO content might see less engagement if users bypass search engines entirely.

This doesn't mean content marketing is dead. It just means content needs to be:

  • Structured for AI interpretation (clear, concise, factual)
  • Designed to answer questions, not just rank keywords
  • Focused on building trust and clarity, not salesy language

So, What Should Marketers Do Now?

Esta es una breve lista de acciones que tienen sentido ahora, incluso si no estás preparado para revisar tu estrategia de comercio electrónico.

ChatGPT shopping assistant

Optimice los datos de los productos para la IA:

  • Usa títulos descriptivos y viñetas.
  • Mantenga la coherencia de los datos en todas las plataformas.
  • Resalta las opiniones de los usuarios y las especificaciones clave.

Pon a prueba tu visibilidad:

  • Prueba las indicaciones del producto en ChatGPT.
  • Comprueba si se menciona a tu marca o a tus competidores.
  • Ajusta los listados o los mensajes en función de lo que recomiende la IA.

Si estás llevando a cabo campañas multiplataforma, herramientas como Capa de datos puede ayudar a automatizar el proceso de elaboración de informes, lo que te permite supervisar el rendimiento en Google Shopping, Meta Ads y otras fuentes clave, para que puedas centrarte en optimizar lo que realmente mueve la balanza.

No abandones el SEO, hazlo evolucionar:

  • Sigue optimizando para Google, pero empieza a experimentar con contenido compatible con LLM.
  • Actualiza las publicaciones del blog y las páginas de productos para responder mejor a las preguntas reales de los usuarios.

Reflexiones finales

El lanzamiento del Asistente de compras ChatGPT no se trata de reemplazar a Google o dominar el comercio electrónico de la noche a la mañana. Pero sí sugiere hacia dónde se dirige el comportamiento de los usuarios: hacia experiencias de compra más intuitivas, personalizadas y menos impulsadas por la publicidad.

Como especialistas en marketing, debemos prestar atención. Ya lo hemos visto antes: cuando los dispositivos móviles cambiaron la experiencia de usuario, cuando el marketing de influencers modificó la confianza y las decisiones de compra, y cuando TikTok cambió el descubrimiento de productos. Este es otro cambio, y quienes se adapten pronto estarán mejor posicionados para atender a los clientes allí donde realmente están comprando, no solo donde solían hacerlo.

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