A Semrush guide outlines how merchants can make products visible in OpenAI's ChatGPT shopping results. It cites tests where OpenAI crawlers did not run JavaScript and ChatGPT read only a page's raw HTML.
OpenAI's ChatGPT has 2 routes for finding shopping products, according to StartupHub's account of the guide. Approved merchants can supply product feeds, while other products are discovered on the open web.
OpenAI launched shopping in ChatGPT in 2025 and later added Instant Checkout through its Agentic Commerce Protocol. In March 2026, it said it was stepping back from checkout to focus on discovery, expanding the protocol to share catalogue and promotion data.
For merchants, the guide points to a practical check: make sure prices and product details appear in the HTML sent by the server, rather than only after JavaScript runs. It also recommends allowing OAI-SearchBot and ChatGPT-User to access pages, while treating access for the training crawler GPTBot as a separate decision.
Merchants whose product details depend on JavaScript have a concrete visibility risk to check before spending on content changes.
Separate search and training crawler controls let businesses support product discovery without necessarily allowing training access.
The cited tests do not establish that changing HTML will improve a merchant's ChatGPT ranking, so the commercial benefit remains unproven.
Written automatically by the Made in 10 Newsroom from the source above.
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