Does it cost anything to be listed?

OpenAI describes discovery as free for merchants. Instant Checkout carries a fee on completed purchases, per OpenAI's merchant materials.

Is ChatGPT Shopping available in every country?

Features have rolled out by market, with the US first. Check OpenAI's merchant page for current eligibility.

How are products ranked?

OpenAI says results reflect relevance to the request, using structured data such as price, reviews and availability, not payment.

Engine guide: ChatGPT Shopping

How to get products into ChatGPT Shopping

Product results in ChatGPT are one of the few AI surfaces with a formal way in. Merchants can submit a feed to OpenAI instead of waiting to be crawled.

The short answer

ChatGPT shows products using two sources: merchant product feeds submitted to OpenAI and product pages crawled by OAI-SearchBot. Merchants can apply through chatgpt.com/merchants and send feeds as CSV, TSV, XML or JSON, updated as often as every fifteen minutes. Instant Checkout, which lets shoppers buy inside ChatGPT, runs on the Agentic Commerce Protocol and needs a separate integration.

What ranked on 26 September 2026: OpenAI's merchant page and developer documentation rank for this query next to feed-management vendors. The feed specification on the Agentic Commerce Protocol site is the primary source for field names.

How products get into ChatGPT

There are two paths in, and a third step if you want the sale to happen inside ChatGPT.

Crawled: OAI-SearchBot reads product pages and their schema.org markup, so a store that allows it can appear without any feed
Fed: a product feed to OpenAI makes titles, prices, stock and media authoritative and fresh, rather than whatever the crawler last saw
Checkout: the Agentic Commerce Protocol, an open standard co-developed with Stripe, handles cart, payment and order updates for Instant Checkout
Platforms such as Shopify and Etsy have announced integrations, which can mean merchants on them are enrolled through the platform
Results appear as product cards with images, prices and merchant links, and OpenAI says organic product results are not sponsored

Things that sound right and are not

ClaimWe submitted a feed, so the crawler does not matter.
OAI-SearchBot still reads your pages for context and reviews. A blocked crawler with an active feed leaves the product thinly described.
ClaimInstant Checkout is required to appear.
It is not. Products can appear and link out to your store without it. Checkout is a conversion choice with its own fees and integration work.
ClaimOur Google Shopping feed will work as is.
Field names and required values differ. Map it to OpenAI's specification and validate it, rather than uploading the Google export unchanged.

Where to start

01Allow OAI-SearchBot in robots.txt and CDN rules, and confirm product pages carry Product markup with price and availability.
02Check whether your commerce platform already enrols you, before building a direct feed.
03If not, apply on OpenAI's merchant page and map your catalogue to the feed specification.
04Set price and inventory to refresh frequently, since stale data is the fastest way to lose placement.
05Search ChatGPT for your products by need, not by name, and note which merchants appear beside you.

Questions

Does it cost anything to be listed?: OpenAI describes discovery as free for merchants. Instant Checkout carries a fee on completed purchases, per OpenAI's merchant materials.
Is ChatGPT Shopping available in every country?: Features have rolled out by market, with the US first. Check OpenAI's merchant page for current eligibility.
How are products ranked?: OpenAI says results reflect relevance to the request, using structured data such as price, reviews and availability, not payment.

Doing this yourself and want a second opinion on what the assistants say about you? Tell me what you are seeing, or read the AEO Playbook for the whole framework.