By rsukhraj@hubspot.com (Ramona Sukhraj)

Whether I’m looking for a new car, email marketing software, or pair of shoes, sometimes I wish I had a personal shopper — Someone to share a second opinion, make suggestions when I’m indecisive, and help find the best deal. In recent years,

Increasingly, shoppers are skipping search engines and going straight to ChatGPT with queries like “best CRM for startups under 50 people” or “what are the best gifts for chai lovers?” In fact, according to G2’s 2025 Buyer Behavior Report, generative AI chatbots are now the #1 influence over vendor shortlists, ahead of review sites, vendor websites, and salespeople.

That’s a huge shift in how people shop, and marketers and ecommerce teams need to adapt if they want to stay visible. This guide breaks down exactly how ChatGPT decides which products to surface — and, more importantly, what you can do today to be one of them.

Table of Contents

• What’s Changed in ChatGPT Shopping for Businesses?
• Why ChatGPT Product Discovery Matters for B2B and SaaS
• How ChatGPT Product Recommendations Work
• How to Help ChatGPT Discover Your Products
• FAQs About ChatGPT Product Recommendations
• Structure for ChatGPT Shopping Success

What’s Changed in ChatGPT Shopping for Businesses?

In a 2025 survey of 1,000+ B2B software buyers by G2, half of the respondents said they now start their buying journey in an AI chatbot instead of Google Search. ChatGPT took notice.

Last fall, ChatGPT launched ChatGPT Shopping and instant checkout. These new features let users find and even buy products (on Etsy and Shopify) without leaving their chat.

ChatGPT will suggest products, prices, reviews, and a link to buy the item right away for Etsy and Shopify brands. You can also buy the item from their websites to add it to your cart.

Here’s a quick example. To launch the shopping experience on mobile or desktop, I clicked the plus sign (+) near the query field and select “Shopping Research.”

From there, I entered what I was looking for (in this case, “the best gifts for authentic indian chai loves”) and hit enter. As it generated its product recommendations, ChatGPT asked me some questions about price and preferences to refine its suggestions.

However, if you don’t answer the questions, it still gave you what it thought was best in a detailed listicle.

As I scrolled through, I saw some suggestions opened side panels to purchase the product in-chat like this gift set from VADHAM.

<img src="https://53.fs1.hubspotusercontent-na1.net/hubfs/53/chatgpt-product-recommendations-5-20260306-8866547.webp" style="margin-left: auto;margin-right: auto;display: block;width: 650px;height: auto;max-width: 100%" title="" alt="chatgpt product recommendations showing product details in …read more

Source:: HubSpot Blog

Author: Aaron