How do I submit my products to ChatGPT?

Go to chatgpt.com/merchants and complete the "Apply to share your product feed" form. You will need a product feed file (XML or Google-Merchant-style format) hosted at a public URL that meets OpenAI's specifications. Shopify and Etsy merchants are already integrated and do not need to apply separately. All other brands — WooCommerce, BigCommerce, SAP Commerce, and others — must submit the merchant application and join the waitlist.

What format does ChatGPT require for product feeds?

ChatGPT accepts XML or Google-Merchant-style product feed files hosted at a publicly accessible HTTPS URL. Required fields include SKU, product title, price, availability, image URL, and product page URL. Optional AI-control flags such as is_eligible_search and is_eligible_checkout let you control which products appear in conversational results. Unlike Google Shopping, ChatGPT also accepts product descriptions in plain text, HTML, or markdown simultaneously.

Do Shopify merchants need to submit a feed to appear in ChatGPT?

No. Shopify merchants are already natively integrated with ChatGPT through Shopify's Agentic Storefronts partnership. Your catalog is automatically available — no separate application or feed submission is required. Etsy sellers are also natively integrated. All other platforms must go through the merchant application process at chatgpt.com/merchants.

Are there fees for listing products on ChatGPT?

No. OpenAI currently charges no fees for product feed submission or for purchases that originate in ChatGPT. There are no listing fees, commission charges, or advertising costs associated with organic product feed placement. Purchases are completed on the merchant's own website or app, not inside ChatGPT directly.

Can users buy products directly inside ChatGPT?

Not directly. OpenAI has moved away from a standalone Instant Checkout experience inside ChatGPT. Users can discover, compare, and evaluate products within ChatGPT conversations, but the purchase is completed on the merchant's own website or app. This merchant-owned checkout model is now OpenAI's stated direction, giving brands full control over the transaction experience.

How often can I update my ChatGPT product feed?

OpenAI supports product feed refreshes as frequently as every 15 minutes. This makes ChatGPT one of the most real-time product discovery surfaces available — you can push price changes, inventory updates, and new SKU additions continuously. Keeping your feed current is critical because ChatGPT uses your feed as the authoritative source for pricing and availability in conversational recommendations.

Ira Bodnar·July 12, 2026·14 min read

ChatGPT product submission: how ecommerce brands get listed in 2026.

ChatGPT now handles 50 million shopping queries every day — and brands without a properly configured product feed are completely invisible to all of it. Here is every path to getting listed, ranked by ease and impact.

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Google built the last two decades of ecommerce discovery. ChatGPT is building the next one — and the window to get in early is open right now.

ChatGPT product submission is not a variation of your existing Google Shopping export. It is a distinct data specification with its own required fields, refresh cadence, and ranking signals — and brands that treat it like any other feed will miss the nuances that determine whether they surface or get skipped entirely.

The brands winning AI-driven discovery right now have structured, accurate, continuously refreshed product data. Here is what the landscape looks like and exactly how to get listed:

ChatGPT now processes 50 million shopping queries per day, making it one of the fastest-growing product discovery surfaces in ecommerce history.
OpenAI allows product feed refreshes as frequently as every 15 minutes, turning ChatGPT into a real-time commerce ecosystem that rewards brands with clean, live inventory data.
Shopify and Etsy catalogs are already integrated by default — but brands on other platforms must apply via OpenAI’s merchant form and often face a waitlist before their products surface in conversational results.

How we evaluated each listing path

Over twelve weeks we mapped every available route to ChatGPT product visibility — from the direct OpenAI merchant application to platform-native integrations, third-party syndication networks, and organic indexing via OAI-SearchBot. Where a path required technical setup, we executed it on live stores across Shopify, WooCommerce, BigCommerce, and custom storefronts. Where approval was gated behind a waitlist, we documented the timeline and the conditions that accelerated it.

We scored five dimensions equally:

Speed to visibility — how quickly products actually surface in ChatGPT shopping results after setup
Feed specification complexity — required fields, format constraints, and how strict OpenAI’s ingestion pipeline is in practice
Ongoing maintenance burden — what it costs in time and tooling to keep the listing healthy as inventory changes
No-code accessibility for merchants without a developer on staff
Measurable discovery lift — increase in AI-referred traffic versus the store’s prior 90-day baseline

No vendor paid for placement. Ryze is our own product and we have flagged that wherever it appears so you can weigh it accordingly.

All 10 listing paths, at a glance

Rank	Approach	Best for	Complexity	Rating
01	Ryze AI GEO Winner	Full AI commerce visibility, automated	None (done for you)	4.9/5
02	OpenAI Direct Feed Submission	Brands with a compliant XML feed ready	Medium	4.6/5
03	Shopify Agentic Storefronts	Shopify merchants (automatic integration)	Low	4.7/5
04	Klarna Merchant Network	Brands already on Klarna checkout	Low–Medium	4.4/5
05	Criteo Product Feed Syndication	Performance-focused retailers with large catalogs	Medium	4.3/5
06	Etsy Native ChatGPT App	Handmade and vintage sellers on Etsy	None (automatic)	4.5/5
07	Instacart Integration	Grocery and CPG brands	Medium	4.2/5
08	Google Merchant Feed Adapter	Brands with existing GMC feeds	Low–Medium	4.1/5
09	Schema Markup + OAI-SearchBot	Any brand without a formal feed yet	Low	3.9/5
10	BigCommerce / WooCommerce Feed Plugins	Non-Shopify merchants building a feed from scratch	Medium–High	4.0/5

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Every path to getting listed

Approaches #2–#10, evaluated and ranked

02Best for brands with a compliant XML feed already built

OpenAI Direct Feed Submission

The OpenAI merchant application at chatgpt.com/merchants is the most direct route. You submit your business details, confirm your feed is hosted at a public URL and meets OpenAI’s specification, and join the waitlist. Once approved, OpenAI ingests your feed and uses it as the authoritative source for pricing, availability, and product descriptions in conversational shopping results.

The feed specification is stricter than a standard Google Shopping XML export. Required fields include SKU, title, price, availability, image URL, and product URL. Optional but high-impact fields include is_eligible_search and is_eligible_checkout, which give you granular control over which products participate in AI-driven discovery. Crucially, the description field accepts plain text, HTML, and markdown simultaneously — letting the model parse structured formatting and bullet points to better match conversational queries. Brands that use rich, attribute-dense descriptions consistently surface for more query types. See our guide on GEO optimization for ecommerce for more on structuring content for AI engines.

PricingNo fees on purchases that originate in ChatGPT (as of July 2026)

ProsFirst-party relationship with OpenAI, maximum control over feed fields, supports custom AI-control flags like is_eligible_search and is_eligible_checkout at SKU level

ConsWaitlist-gated approval process, requires a publicly hosted feed URL meeting OpenAI's exact specification, ongoing maintenance is your responsibility

VerdictBest for technically resourced brands that want the most direct path and maximum control over which SKUs surface in ChatGPT shopping results

03Best automatic integration for Shopify merchants

Shopify Agentic Storefronts

Shopify Agentic Storefronts, launched in early 2026, automatically pipes every Shopify merchant’s product catalog into ChatGPT and a growing list of AI discovery surfaces including Microsoft Copilot and Google AI Mode — all managed from the Shopify admin. If you sell on Shopify, your catalog is already integrated and no application is required.

The integration is powerful precisely because it is automatic, but that also means its ceiling is your Shopify product data quality. Merchants with sparse titles, thin descriptions, and missing variant attributes will surface less often than competitors with complete, well-structured catalogs. Improving your Shopify product data is the highest-leverage action a Shopify merchant can take before relying on this integration. Tools like Ryze AI automate that optimization continuously.

PricingIncluded with Shopify (no additional fee for ChatGPT integration)

ProsZero additional setup required, catalog auto-syncs in real time, covers ChatGPT, Microsoft Copilot, Google AI Mode, and Gemini from one admin panel

ConsShopify merchants only, limited control over individual feed fields compared to a direct submission, Shopify’s product data quality limits become your ChatGPT listing quality

VerdictBest for the 4.4 million Shopify merchants who want immediate ChatGPT visibility without any additional configuration

Why this matters

Getting listed on ChatGPT is step one. Staying visible as inventory changes, competitors optimize their feeds, and OpenAI’s ranking signals evolve is the harder, ongoing challenge. Ryze AI is the only platform in this guide that monitors your AI commerce presence 24/7, flags feed gaps, and implements improvements automatically. Learn more at get-ryze.ai.

04Best for brands already integrated with Klarna checkout

Klarna Merchant Network

Klarna is one of OpenAI’s named commerce syndication partners, meaning that product data flowing through Klarna’s merchant network feeds directly into ChatGPT shopping results. For the estimated 500,000+ merchants in Klarna’s network, this is essentially free additional AI visibility that activates without a separate application.

The limitation is that Klarna controls the feed format and the fields it passes to OpenAI, so merchants have less ability to customize which SKUs surface or how their descriptions are structured. Brands in fashion and beauty — Klarna’s strongest categories — tend to benefit most. For broader control, pairing Klarna with a direct feed submission is the optimal strategy.

PricingStandard Klarna merchant agreement (revenue share on completed transactions)

ProsKlarna is a named ChatGPT commerce partner, existing Klarna merchants gain discovery automatically, strong in fashion, beauty, and home categories

ConsRequires an active Klarna merchant relationship, limited to Klarna-supported markets and categories, less granular feed control than a direct submission

VerdictBest for brands already using Klarna as a payment or BNPL provider who want ChatGPT discovery as a bundled benefit

05Best for performance-focused retailers with large catalogs

Criteo Product Feed Syndication

Criteo is the performance-advertising partner whose product feed syndication extends merchant catalogs to ChatGPT and other AI surfaces. Criteo’s advantage is its catalog management infrastructure: large retailers with tens of thousands of SKUs benefit from Criteo’s tooling for feed normalization, deduplication, and real-time inventory syncing.

Unlike the direct feed path, Criteo operates on a paid model — discovery through this channel is not purely organic. For brands already running Criteo retargeting, the incremental cost to activate AI surface syndication is low. For brands new to Criteo, the direct OpenAI feed submission is a cleaner first step unless you also need Criteo’s performance capabilities. Learn how this fits into a broader multi-platform AI advertising strategy.

PricingCriteo platform fees apply (CPM or CPC model depending on campaign type)

ProsNamed OpenAI partner, strong catalog management tooling, handles large SKU counts well, existing Criteo advertisers get AI surface exposure automatically

ConsCost-based model unlike the free direct feed, primarily performance-oriented rather than organic discovery, requires active Criteo campaign management

VerdictBest for mid-to-large retailers already running Criteo retargeting who want their catalog syndicated to AI surfaces as part of their paid media strategy

Your products, visible across every AI shopping surface.

✓Audits your product feed quality for ChatGPT and all AI surfaces
✓Fixes missing attributes, thin descriptions, and stale inventory signals
✓Monitors your AI visibility rankings and improves them around the clock

2,000+

Marketers

$500M+

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Countries

06Best automatic route for Etsy sellers

Etsy Native ChatGPT App

Etsy launched its native app within ChatGPT in May 2026, integrating its catalog of over 100 million listings directly into conversational shopping results. Users browsing for handmade, vintage, or unique goods can now discover Etsy listings inside ChatGPT and click through to Etsy for purchase — the transaction itself stays on Etsy’s checkout.

Etsy sellers are passive beneficiaries of this integration: there is nothing to configure, no feed to build, and no application to submit. The challenge is that Etsy’s own internal ranking determines which listings surface in ChatGPT results, so optimizing your Etsy listing quality — complete attributes, strong photography, competitive pricing, and review volume — remains the lever sellers control. Brands selling through Etsy as one channel of several should still pursue a direct OpenAI feed for their owned storefront.

PricingStandard Etsy seller fees (no additional charge for ChatGPT integration)

ProsEtsy’s 100M+ listing catalog is natively integrated, zero seller setup required, ChatGPT app surfaces handmade and vintage items in conversational queries

ConsEtsy sellers only, no control over individual product feed fields, Etsy’s own ranking algorithm determines which listings surface

VerdictBest for the millions of Etsy sellers who get AI commerce visibility as an automatic platform benefit with no action required

07Best ChatGPT listing path for grocery and CPG brands

Instacart Integration

Instacart is one of OpenAI’s named product data partners, feeding real-time grocery and CPG inventory directly into ChatGPT shopping results. When a user asks ChatGPT for recommendations on protein powders, olive oil, or household cleaning products, Instacart’s data layer powers the inventory availability and pricing that appears.

CPG brands benefit from this integration automatically if their products are stocked by Instacart-connected retailers — there is no separate application. The visibility is strongest for brands with high review counts and strong in-stock rates across the retailer network. For DTC CPG brands without an Instacart retail presence, the direct OpenAI feed submission is a better starting point while distribution is being built.

PricingInstacart Ads platform fees (CPM/CPC); organic listing is free for brands stocked by Instacart retailers

ProsNamed OpenAI partner, strong for food, beverage, household, and personal care categories, real-time inventory syncing via Instacart’s retailer network

ConsGrocery and CPG categories only, requires distribution through Instacart-connected retailers, limited to US and Canada markets currently

VerdictBest for CPG and food brands already distributed through Instacart-connected retailers who want to capture high-intent grocery queries inside ChatGPT

08Best for brands with a polished Google Shopping feed already live

Google Merchant Center Feed Adapter

Many ecommerce brands have years of investment in a polished Google Merchant Center feed — complete titles, clean GTINs, accurate pricing, and structured variant attributes. The good news: roughly 70-80% of the required fields map directly to ChatGPT’s feed specification. The bad news: the remaining 20-30% differ in ways that matter for AI discovery.

The ChatGPT description field, for instance, accepts HTML and markdown alongside plain text, which a standard GMC description does not use. The AI-control flags (is_eligible_search, is_eligible_checkout) have no GMC equivalent. Brands using a feed adapter should audit those gaps before submitting — otherwise the feed passes validation but underperforms in practice. See our related post on how brands get featured in ChatGPT shopping results for the field-level specifics.

PricingFree (feed adapter tools typically range from $0 to $50/month)

ProsReuses existing GMC investment, significantly reduces setup time, familiar field structure for most ecommerce marketing teams

ConsChatGPT’s specification differs from GMC (notably the description field and AI-control flags), requires field mapping and adaptation rather than direct export, may miss ChatGPT-specific ranking signals

VerdictBest as a starting-point shortcut for brands with mature Google Shopping feeds who want to accelerate their ChatGPT product submission timeline

09Best zero-cost organic path for brands not yet ready for a formal feed

Schema Markup + OAI-SearchBot

OAI-SearchBot is OpenAI’s web crawler, and it indexes publicly available product content from any site — no application required. Brands that implement complete Product schema markup (JSON-LD with name, description, image, offers, aggregateRating, and sku properties) give OAI-SearchBot the structured signals it needs to understand and surface their products in conversational results.

This is the floor, not the ceiling. Organic indexing is slower and less predictable than a direct feed, and ChatGPT prioritizes feed-verified data over crawled content when both exist for the same product. But schema markup is free, platform-agnostic, and directly beneficial to your Google, Bing, and AI search rankings simultaneously. Every brand should have it regardless of which formal submission path they pursue. Pair it with strong product review markup — ChatGPT surfaces ratings from multiple third-party sources, and aggregateRating schema helps the model attribute reviews accurately to your products.

PricingFree (implementation time only)

ProsNo application or approval required, crawled automatically by OAI-SearchBot, benefits any platform, strengthens AI visibility even before a formal feed is approved

ConsOrganic indexing only, no guarantee of specific product surfacing, slower and less reliable than a direct feed integration, limited control over how products appear

VerdictBest as a foundational baseline every ecommerce brand should implement immediately, regardless of which formal feed path they pursue

10Best for non-Shopify merchants building a ChatGPT feed from scratch

BigCommerce / WooCommerce Feed Plugins

Merchants on WooCommerce or BigCommerce do not have the automatic Shopify Agentic Storefronts integration, which means they need to generate a compliant product feed before they can submit to OpenAI. A growing category of plugins — including WooCommerce Product Feed Pro and BigCommerce’s native feed management tools — handles this generation and hosts the feed at a publicly accessible URL.

The critical consideration is field completeness. Most feed plugins are designed for Google Shopping by default, which means the ChatGPT-specific fields (is_eligible_search, markdown descriptions, AI-control flags) require either a plugin that explicitly supports ChatGPT output or a manual post-processing step. Brands managing large or frequently updated catalogs will benefit most from a solution that automates field mapping and refreshes the feed at least every few hours — OpenAI allows updates as frequently as every 15 minutes, and fresher feeds rank better in real-time inventory queries. Ryze AI handles this continuous optimization automatically for any platform.

PricingPlugin costs from $0 to $150/month depending on catalog size and feature tier

ProsNative integrations for the two largest non-Shopify platforms, handles feed generation and hosting automatically, several plugins support ChatGPT-specific field mapping

ConsPlugin quality varies widely, some require manual field configuration to meet OpenAI spec, ongoing updates needed as OpenAI’s requirements evolve

VerdictBest for WooCommerce and BigCommerce merchants who need a managed feed-generation solution rather than building an XML file manually

James K.

Head of Growth
DTC Home Goods Brand

★★★★★

“

We spent three weeks trying to get our WooCommerce feed compliant with OpenAI’s spec. Ryze handled the whole thing in 48 hours — our products were live in ChatGPT shopping results by the end of the week. AI-referred traffic is now 18% of our total.”

+18%

AI-referred traffic

48 hrs

Time to listing

Developer hours

How do you choose the right ChatGPT product submission path for your store?

With ten different routes to ChatGPT visibility — from automatic platform integrations to manual feed builds — the right path depends on your platform, catalog size, and how much ongoing maintenance your team can absorb.

Decision 1

What platform is your store on?

Shopify: Your catalog is already integrated via Agentic Storefronts. Focus on product data quality rather than feed setup.
Etsy: Also automatic. Optimize your Etsy listings (complete attributes, strong reviews, competitive pricing).
WooCommerce or BigCommerce: Use a feed plugin to generate a compliant XML file, then submit via the OpenAI merchant form.
Custom or headless storefront: Build the feed directly to OpenAI’s specification or use Ryze AI to handle it automatically.

Decision 2

How large is your catalog and how often does inventory change?

Under 500 SKUs, stable inventory: A manually built feed submitted directly to OpenAI is manageable.
500–10,000 SKUs, daily changes: Use a feed plugin or Ryze AI to automate generation and keep the feed fresh.
Over 10,000 SKUs or real-time inventory: Criteo or a dedicated feed management platform with automated refresh (OpenAI supports updates every 15 minutes).

Decision 3

How much technical resource do you have available?

No developer on staff: Ryze AI, Shopify Agentic Storefronts, or Klarna (if you’re already a merchant) — all require zero technical setup.
Some technical skill: Feed plugins for WooCommerce or BigCommerce, or a Google Merchant Center adapter with manual field mapping.
Full engineering team: Build directly to OpenAI’s spec, implement AI-control flags at SKU level, and set up automated feed refresh pipelines.

The bottom line: every ecommerce brand should have at minimum schema markup and a waitlist application submitted to OpenAI today — both are free and the waitlist only gets longer. Shopify and Etsy merchants should focus energy on product data quality since the integration is already live. Non-Shopify merchants with a technical team should build a compliant feed now; those without one should use Ryze AI to handle the whole process automatically. And regardless of your platform, no listing strategy works long-term without continuous monitoring and optimization as OpenAI’s ranking signals evolve. Check out our guide on AI search optimization for ecommerce brands for the next layer of GEO strategy to layer on top of feed submission.

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Frequently asked questions

What is ChatGPT product submission and how does it work?

ChatGPT product submission is the process of getting your ecommerce catalog listed in ChatGPT's shopping results. Brands submit a product feed (XML or Google Merchant-style format) to OpenAI via the merchant application at chatgpt.com/merchants. Once approved, OpenAI ingests the feed and uses it as the authoritative source for pricing, availability, and product details in conversational shopping queries. Shopify and Etsy catalogs are already integrated automatically.

How long does ChatGPT product listing approval take?

Approval timelines vary. Shopify and Etsy merchants are already integrated with no wait. Brands applying directly to OpenAI via the merchant form face a waitlist that, as of mid-2026, can range from a few days to several weeks depending on category, catalog size, and feed readiness. Brands with a compliant feed already built and hosted tend to move through the waitlist faster than those still building their specification.

What fields are required in a ChatGPT product feed?

Required fields include SKU (or product ID), title, price, availability, image URL, and product URL. Optional but high-impact fields include is_eligible_search and is_eligible_checkout (which control whether individual SKUs surface in discovery or checkout experiences), and description — which uniquely accepts plain text, HTML, and markdown simultaneously, letting ChatGPT parse rich product attributes more accurately. GTIN, brand, category, and variant attributes also improve match rates significantly.

Does ChatGPT charge fees for product listings?

As of July 2026, OpenAI charges no fees on purchases that originate in ChatGPT. There is no cost-per-click or revenue share for the direct feed integration. Third-party syndication partners like Criteo operate on their own paid models, but the core OpenAI merchant feed program is free to participate in once approved.

Can I control which products appear in ChatGPT shopping results?

Yes. The is_eligible_search and is_eligible_checkout flags in the feed specification let you control visibility at the individual SKU level. You can suppress seasonal items, gate premium products, exclude out-of-stock variants, or A/B test visibility for specific categories. For Shopify merchants using Agentic Storefronts, control is currently more limited — visibility is tied to your standard Shopify product status settings.

How does Ryze AI help with ChatGPT product submission?

Ryze AI handles the entire ChatGPT product submission process automatically — auditing your existing product data quality, building a feed that meets OpenAI's exact specification, hosting it at a public URL, and refreshing it continuously (OpenAI allows updates every 15 minutes). Ryze also monitors your AI commerce visibility across ChatGPT and other surfaces, flags gaps as your inventory changes, and implements improvements without manual work. It works across Shopify, WooCommerce, BigCommerce, and custom storefronts. Users report an average 31% increase in AI-driven discovery within 6 weeks.

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