The way people search and buy online is changing at lightning speed. And the latest update to OpenAI's ChatGPT confirms this more than ever. Where AI previously served mainly as a chatbot or assistant, it has now become a full-fledged product search engine, with intelligent recommendations and real-time shopping data. This presents huge opportunities as well as challenges for B2B e-commerce companies.
What's new in ChatGPT?
Since April 2025, OpenAI has added advanced shopping capabilities to ChatGPT. Available to users of the paid versions (GPT-4 and GPT-4o), this functionality allows users to search, compare and view products directly within chat. Includes images, prices, reviews and purchase links.
What makes this development unique:
- Personalised recommendations based on usage intent and context
- Real-time product information, including stock status and prices
- No ads or sponsored content, so completely objective suggestions
- Direct links to online shops, making conversion easier
Why is this important for B2B e-commerce?
Although the first applications are mainly visible in the B2C sector, it is only a matter of time before B2B buyers also expect these kinds of intelligent search solutions. Especially for complex or repeat purchases, an intuitive, AI-driven product search experience plays a major role in customer satisfaction and conversion.
For B2B e-commerce companies means this:
- Visibility depends on data quality
As with Google Shopping or marketplaces, the basis is: good, structured product data. ChatGPT uses external web sources to extract product information. If your product data is not clear or up-to-date, you simply won't appear in the results. - Customer focus needs to be smarter
Buyers want to find the right product quickly. By integrating AI-driven search solutions into your webshop yourself. For instance, with smart filters, natural language search functions or personalised recommendations, you meet the expectations of the modern business customer. - Conversions start outside your webshop
The buying process starts more often in an AI tool like ChatGPT than on your homepage. This calls for a broader omnichannel strategy where your product data is available through multiple sources and search platforms.
What can you do as a B2B company?
Would you like as B2B webshop Stay visible in this new AI-driven shopping experience? Then these are your action points:
- Invest in structured, up-to-date and rich product data
Think clear titles, specifications, prices, stock status and categories. Where possible, use structured data (e.g. schedule.org). - Optimise your webshop for AI search
Add natural language search capabilities, enhance internal search results and offer dynamic filters. - Make sure you have a good content strategy
AI tools often use public information. By creating valuable content (such as manuals, product comparisons and applications), you increase your chances of appearing as an authority in AI search results. - Work with different smart tooling
Consider integrations with PIM systems (Product Information Management) and other tooling to manage and distribute your data consistently.
Conclusion
The launch of shopping within ChatGPT is not hype, but a clear step towards a future where AI plays a central role in the buying process, including for B2B. Those who invest in data quality and AI integrations now will soon reap the benefits of higher visibility, better customer experience and more conversion.
At Ecomwise we help you make your digital infrastructure ready for this future. From PIM integrations to smart search solutions, we make sure your webshop is ready for the AI era.
Curious what this means for your business?
Contact us for a no-obligation introduction or demo.
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