Nakupování v ChatGPT: Osvědčený návod na růst pro značky Shopify

Shopping is changing fast. People are discovering products in AI conversations, not just through search or ads. This will let our merchants show up naturally in those moments and give shoppers a way to buy without breaking their flow. – Vanessa Lee, VP of Product, Shopify

The Biggest Shift in Ecommerce Discovery Since Google Shopping

On September 29, 2025, OpenAI and Shopify announced something that most merchants initially scrolled past: shoppers can now buy products directly inside a ChatGPT conversation without ever visiting your store. No link click. No redirect. No opuštěný vozík from a friction-filled handoff. Just a question, a recommendation, and a “Buy” button – all inside the same chat window.

Whether you’re doing your first $10K month or running a $10M-a-year operation, this matters to you right now. The merchants who get their product data clean, their Stripe integration configured, and their catalog optimized in the next 90 days are going to have a head start on a channel that reaches 700 million weekly users. The ones who wait until it’s “fully rolled out” will be playing catch-up against brands who figured this out early.

I’ve been watching this unfold since the announcement, and I want to give you the clearest, most practical breakdown of what ChatGPT Shopping actually is, how it works technically, and what you need to do today to make sure your Shopify storeify is positioned to show up when buyers are asking ChatGPT what to buy next.

What ChatGPT Shopping Actually Is (And What It Isn’t)

ChatGPT Shopping is not an ad platform. It’s not a sponsored placement. It’s not another marketplace where you pay for visibility. That distinction matters enormously, because the entire ranking system is built around relevance to the buyer’s question – not budget.

Here’s what happens when a ChatGPT user asks something like “best gifts for a ceramics lover under $75” or “running shoes for wide feet that ship fast”: ChatGPT searches participating merchant catalogs, evaluates products against the user’s specific criteria, and surfaces the most relevant options with product images, prices, and variant details displayed directly in the conversation. If a merchant has Instant Checkout enabled, a “Buy” button appears. The user confirms their shipping address and payment details – using their card already on file with ChatGPT – and the order is passed directly to the merchant’s backend via the Agentic Commerce Protocol. The merchant processes payment through their existing system, handles fulfillment exactly as they do today, and the order appears in Shopify admin with full attribution.

What ChatGPT is not doing: accessing your customer’s order history, handling post-purchase support, or acting as your customer service layer. It is purely a discovery and checkout channel. Everything after the order confirmation is yours to manage.

The launch sequence is also important to understand. Prodejci Etsy went live first on September 29, 2025, with U.S. ChatGPT Free, Plus, and Pro users able to complete purchases immediately. Shopify’s rollout to its 1M+ merchants followed in waves throughout late 2025 and into 2026. As of early 2026, ChatGPT Shopping is live for select Shopify merchants with broader access expanding throughout the year. Non-Shopify merchants can apply directly at chatgpt.com/merchants.

The Agentic Commerce Protocol: Why This Is Different From Every Channel You’ve Tried Before

The technical foundation underneath ChatGPT Shopping is called the Agentic Commerce Protocol (ACP), and understanding it at even a basic level will change how you think about product data and catalog quality going forward.

OpenAI co-developed ACP with Stripe and leading merchant partners as an open standard – meaning any platform, payment processor, or developer can build on top of it. The protocol provides the structured language that lets an AI agent (ChatGPT) and a merchant’s backend system communicate securely to complete a purchase on behalf of a user. Think of it as the handshake specification that allows ChatGPT to say “this user wants this product, here’s their encrypted payment token, here’s their shipping address” – and your Shopify store to respond “confirmed, order accepted, here’s the order ID.”

For Shopify merchants, this is where the native advantage kicks in. Shopify built support for the Universal Commerce Protocol (UCP) – the foundation that enables Agentic Storefronts – directly into the platform. When you enable Agentic Storefronts in your Shopify admin (Settings > Sales channels > Agentic storefronts), your store becomes machine-readable in the format AI agents expect. ChatGPT Shopping uses ACP specifically, which requires an additional configuration step beyond UCP, but Shopify is actively developing a native ACP app that will simplify this significantly. If you already process payments through Stripe, you can enable agentic payments in as little as one line of code. If you use a different payment processor, you can still participate through Stripe’s Shared Payment Token API without switching processors.

The open-source nature of ACP is a deliberate strategic choice by OpenAI. They want this to become the standard for AI commerce across every platform – not a walled garden. That means the investment you make in getting your store ACP-ready today will compound as more AI agents beyond ChatGPT adopt the same protocol.

How ChatGPT Ranks Products (And What You Can Actually Control)

This is the section most guides skip, and it’s the one that will determine whether your products show up or your competitor’s do.

ChatGPT’s product ranking is unsponsored and non-negotiable – you cannot pay to be ranked higher. According to OpenAI’s own documentation, when multiple merchants sell the same or similar product, ChatGPT evaluates: availability (is it in stock and shippable?), price (competitive relative to the query context), quality signals (reviews, brand reputation, product completeness), whether the merchant is the primary seller of that product, and whether Instant Checkout is enabled. That last factor is a meaningful tiebreaker – if two merchants sell comparable products at comparable prices, the one with Instant Checkout enabled has an advantage because it delivers a better user experience for the ChatGPT shopper.

What this means practically: your product data quality is now a direct revenue lever. Vague titles, thin descriptions, missing variant information, outdated pricing, and zero-review products will get deprioritized. ChatGPT is trying to give its users the best answer to their shopping question – and “best” is determined by how well your product data communicates relevance, trust, and specificity.

There’s also a crawlability factor most merchants haven’t addressed yet. ChatGPT uses OAI-SearchBot to index product data. If your robots.txt file is blocking this crawler – even unintentionally – your products won’t be discoverable regardless of how well you set up ACP. This is a five-minute fix with an outsized impact: verify your robots.txt allows OAI-SearchBot, and while you’re there, confirm GPTBot access as well.

Setting Up Your Shopify Store for ChatGPT Shopping: The Step-by-Step

Whether you’re doing $50K a year or $5M, the setup path is the same. The complexity scales with your technical resources, but the core steps don’t change.

Step 1: Enable Agentic Storefronts in Shopify Admin. Go to Settings > Sales channels > Agentic storefronts and verify the status shows “Active” with a recent sync time. This enables UCP support and makes your store machine-readable to AI agents. If it’s not active, enable it and allow 24 hours for your catalog to sync.

Step 2: Fix your robots.txt immediately. Add or verify the following in your robots.txt file: “User-agent: OAI-SearchBot” followed by “Allow: /” and “User-agent: GPTBot” followed by “Allow: /”. On Shopify, your robots.txt is managed through your theme – you may need to add a robots.txt.liquid template if you’re on a newer theme architecture. This single step determines whether ChatGPT can see your products at all.

Step 3: Audit and upgrade your product data. Go through your top 20 products first – the ones you most want showing up in ChatGPT recommendations. For each one, rewrite the title to be specific and benefit-forward (not keyword-stuffed). Rewrite descriptions in natural conversational language that answers the questions a real buyer would ask: What is it made of? Who is it for? What problem does it solve? What sizes, colors, or variants are available? Ensure pricing is current and inventory is accurately reflected. Add or solicit reviews if you have none – sociální důkaz is a quality signal ChatGPT weighs.

Step 4: Add Product structured data (JSON-LD). While ChatGPT primarily uses ACP for commerce, structured data helps with general AI discoverability across all AI search platforms. Add Schema.org Product markup to your product pages with name, description, image, price, availability, and aggregateRating fields. Most Shopify themes include basic product schema – verify yours is complete and accurate, not just present.

Step 5: Configure your Stripe integration for delegated payments. If you already use Stripe as your payment processor, contact Stripe or check their developer documentation for enabling the Shared Payment Token API – this is the mechanism that allows ChatGPT to pass an encrypted payment token to your store without the user re-entering card details. If you’re on Shopify Payments (which runs on Stripe infrastructure), watch for Shopify’s native ACP app announcement – this step will likely be handled automatically. If you use a different processor, you have two options: add Stripe as a secondary processor specifically for agentic transactions, or wait for your processor to adopt the Delegated Payments Spec in ACP.

Step 6: Apply for ChatGPT Shopping access. Visit chatgpt.com/merchants to create your merchant account and submit your store for review. Have your store URL, confirmation that Agentic Storefronts are enabled, and basic business information ready. Approval timelines vary during the rollout period – apply now even if your technical setup isn’t complete, as the queue is real.

Step 7: Configure shipping and tax for sub-2-second response times. ChatGPT requires shipping rate calculations to return in under 2 seconds to complete the checkout flow. In Shopify Admin > Settings > Shipping and delivery, ensure your shipping zones are properly configured for domestic delivery at minimum. Enable automated tax calculation. Test your checkout flow with a test order from multiple states to verify rates calculate correctly and consistently.

The Real Economics: What This Channel Actually Costs You

Let me give you the honest fee math, because I’ve seen a lot of confusion about this online.

ChatGPT Shopping is free for buyers – they pay only the product price. For merchants, OpenAI charges a small transaction fee on completed purchases. OpenAI has not publicly disclosed the exact percentage as of early 2026, but based on comparable AI commerce integrations and Stripe’s standard agentic payment processing fees, most estimates place the merchant fee in the 3-5% range per completed transaction. There is no monthly fee, no listing fee, and no cost to your existing Shopify plan. Your Shopify subscription remains unchanged.

Compare that to your current paid acquisition costs. If you’re spending $30-50 in Meta or Google ads to acquire a customer, a 4% transaction fee on a $100 order ($4.00) is an entirely different economic profile. The buyer arrived at the point of purchase through an organic AI recommendation – you paid nothing for that discovery. The fee is only on conversion, not on impressions or clicks.

For merchants doing $10K months, this channel is essentially a free test – the setup investment is time, not money, and the downside risk is zero. For merchants doing $500K or more per year, the math gets more interesting: if even 5-10% of your revenue eventually flows through AI-initiated purchases, the blended CAC improvement across your whole business is meaningful. Whether you’re just starting or scaling past $1M, the right move is the same: get set up now, before the channel is saturated.

What Shopify Plus Merchants Should Do Differently

If you’re on Shopify Plus, you have tools available that can meaningfully accelerate your ChatGPT Shopping performance once the channel is live for your store.

Shopify Flow is your first lever. Build an automated workflow that tags any order originating from an agentic source (look for the attribution parameter in your order data) so you can segment and analyze ChatGPT-driven revenue separately from your other channels. This atribuční data will be critical for understanding which products ChatGPT recommends most frequently, which price points convert best, and which zákaznické segmenty are arriving through AI-initiated purchases.

Your Scripts and Functions capabilities let you apply custom discount logic and dynamic pricing rules that can be triggered by agentic orders – useful if you want to test whether offering a first-purchase incentive to ChatGPT-referred buyers improves repeat purchase rates. This is a 2026 experiment worth running, not a day-one necessity, but plan for it now.

If you have a B2B or wholesale component to your business, the Shopify B2B channel and custom catalog features will eventually allow you to surface different pricing tiers to different buyer types through agentic channels. OpenAI has signaled that multi-buyer-type support is on the ACP roadmap. Get your B2B catalog structured cleanly now so you’re ready when that capability arrives.

The Brands Already Winning and What You Can Learn From Them

Shopify’s announcement named the early cohort of brands participating in the rollout: Glossier, SKIMS, Spanx, Vuori, Away, Stanley 1913, and Steve Madden. Look at that list carefully. These are not brands with the most complex product catalogs or the highest ad budgets. They are brands with exceptional product data clarity, strong review ecosystems, and clean catalog architecture.

Glossier sells skincare and beauty products with descriptions written for real people, not search algorithms. Vuori’s product pages answer every fit, fabric, and use-case question before a buyer has to ask. Away’s luggage catalog is a masterclass in variant organization – every size, color, and feature is documented in a way that a machine can parse and a human finds useful. That’s not a coincidence. These brands were chosen because their data was ready.

Colleen Waters, VP of eCommerce at Steve Madden, put it plainly: “Being on Shopify means we can automatically be wherever our customers are shopping – including inside AI conversations. That lets us stay focused on our brand and customers while staying at the forefront of commerce.” The operational insight here is that the brands winning in AI commerce are not the ones running the most sophisticated technical integrations. They’re the ones who treated product data quality as a strategic priority before it became an obvious necessity.

Whatever your revenue stage, that’s the lesson. The window to be an early mover on ChatGPT Shopping is measured in months, not years. The brands that optimize their product data, enable Agentic Storefronts, and apply for merchant access in Q1 2026 will have a catalog quality and ranking history advantage that late movers will spend 12-18 months trying to close.

What Comes Next: The Roadmap You Should Be Planning For

OpenAI has been explicit about what’s coming beyond the current single-item Instant Checkout capability. Multi-item carts are next – meaning a ChatGPT user will be able to ask for a complete gift set, a full outfit, or a bundle of related products and complete a multi-SKU purchase in a single conversation. When that launches, merchants with well-organized product collections and complementary product relationships in their catalog will have a significant advantage over those with flat, unstructured catalogs.

Geographic expansion beyond the U.S. is also confirmed as a priority. If you sell internationally, get your international shipping zones, currency handling, and product availability flags cleaned up now. When ChatGPT Shopping opens to European, Canadian, and Australian users, the merchants with accurate international catalog data will surface immediately. The ones scrambling to add international shipping options after the fact will miss the early adoption window in each new market.

The ACP open-source release is perhaps the most underappreciated long-term signal in all of this. By making the protocol openly available, OpenAI is inviting every AI assistant, every shopping agent, and every AI platform to build on the same standard. That means the work you do to get ACP-ready for ChatGPT is simultaneously preparing you for Google’s AI shopping integrations, Perplexity’s commerce features, and every AI agent that emerges over the next 24 months. This is not a ChatGPT-specific optimization. It’s the foundation of how AI commerce will work across the entire ecosystem.

Nejčastější dotazy

Does ChatGPT Shopping cost anything extra for Shopify merchants?

There is no additional cost to your Shopify plan for participating in ChatGPT Shopping. OpenAI charges merchants a small transaction fee on completed purchases – estimated in the 3-5% range based on comparable integrations – but there are no monthly fees, listing fees, or costs for impressions or clicks. Buyers pay only the product price. The setup investment is time and technical configuration, not ongoing spend.

Do I need Shopify Plus to use ChatGPT Shopping?

No. ChatGPT Shopping is available to Shopify merchants on any plan, though Shopify Plus merchants have access to additional tools like Flow, Scripts, and Functions that can enhance their agentic commerce setup. The core capability – objev produktu and Instant Checkout – is accessible regardless of your plan level. If you’re on Basic or Grow, you can still enable Agentic Storefronts, configure Stripe delegated payments, and apply for ChatGPT merchant access.

How does ChatGPT decide which products to show – can I pay to rank higher?

No. ChatGPT product rankings are entirely organic and unsponsored. According to OpenAI’s documentation, products are ranked based on relevance to the user’s query, availability, competitive pricing, quality signals including reviews, whether the merchant is the primary seller of the product, and whether Instant Checkout is enabled. You cannot pay for preferred placement. The only levers you control are product data quality, catalog completeness, review volume, pricing competitiveness, and having Instant Checkout enabled.

What happens to my customer relationship when someone buys through ChatGPT?

You remain the merchant of record throughout the entire transaction. ChatGPT acts as the buyer’s AI agent – it passes the order details and encrypted payment token to your backend via the Agentic Commerce Protocol, but your store processes the payment, handles fulfillment, manages returns, and owns the customer communication. The order appears in your Shopify admin with attribution. You control the post-purchase experience completely. ChatGPT does not access order history or handle customer support inquiries.

Is ChatGPT Shopping available to merchants outside the United States?

As of early 2026, ChatGPT Shopping with Instant Checkout is available to U.S. merchants selling to U.S. buyers. OpenAI has confirmed that international expansion is on the roadmap, with additional regions expected throughout 2026. If you sell internationally, the best action you can take now is to clean up your international shipping zones, currency settings, and product availability flags in Shopify so you’re ready to activate when your market opens. Applying for merchant access at chatgpt.com/merchants now also positions you for faster approval when your region becomes eligible.