OpenAI has taken a big step towards changing how online stores interact with their customers online. With the launch of OpenAI Feeds, also called Produkt Feeder, the company is developing a new set of tools and protocols that allow online stores to share their product data directly with ChatGPT and other AI-powered systems. This marks the start of a new era for e-commerce, in which artificial intelligence not only helps customers with product recommendations — but also enables them to shop directly in conversation.

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What are OpenAI Feeds?

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OpenAI Feeds is a system that allows online stores to connect their product catalogs to the OpenAI platform. This means that products, prices, descriptions, images and availability are sent as a structured data stream to OpenAI. The data is then analyzed, validated and made searchable for ChatGPT and other AI models.

When a user asks ChatGPT about, for example, “best wireless headphones under $1,500,” the model will be able to retrieve updated product suggestions directly from the store's feed. Each product display includes a price, image, description and link to the online store — and in some cases, the ability to shop directly via ChatGPT.

This makes OpenAI Feeds more than just a technical solution — it's a whole new channel for visibility, marketing and sales.

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Why OpenAI Feeds are Important for Online Stores

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For online stores, OpenAI Feeds represent a unique opportunity to become visible in an environment that more and more users are turning to for product information: artificial intelligence. Instead of competing for space in traditional search engines, store owners can now meet the customer directly in the conversation.

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This provides several advantages:

• Increased visibility in AI search — Your products can show up in natural conversations in ChatGPT.

• Higher conversion rate Users who search through ChatGPT often have a high purchase intent.

• Automated product information — Price changes and inventory status are automatically updated in the feed.

• Direct purchase flow — OpenAI is now testing features that allow the user to buy directly in ChatGPT without leaving the conversation.

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Together, this makes OpenAI Feeds a platform that can compete with both Google Shopping and social media commerce solutions.

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How OpenAI Feeds Work in Practice

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Technically, the system builds on a standardized specification that allows online stores to send their product data in formats such as JSON, CSV, XML or TSV. Each feed can contain thousands of products, and OpenAI recommends frequent updates -- up to every quarter -- to ensure the information is accurate.

OpenAI then indexes the data so ChatGPT can use it in real time when a user searches for a product. This happens completely automatically, without the need for manual updating.

To activate a feed, the online store must register with OpenAI and follow the guidelines for Agentic Commerce Protocol, which controls how the AI system will understand and interact with the products.

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OpenAI Feeds and AI-Powered Product Discovery

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With OpenAI Feeds, e-commerce enters a new phase — a phase in which artificial intelligence becomes an active participant in the customer journey. ChatGPT acts as a personal shopping assistant that not only recommends products, but also explains differences, shows comparisons and can suggest accessories based on the user's preferences.

This is especially powerful for online retailers looking to build trust and create a more personalized shopping experience. Instead of the customer having to browse through hundreds of products, ChatGPT can use AI to filter, understand and recommend exactly what fits best.

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What does this mean for the future of e-commerce?

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OpenAI Feeds point to a future where the boundary between search engine, chat and online store is blurred. When users get recommendations directly from ChatGPT, the need for traditional ecommerce browsing is reduced.

For the stores, this means Optimization for AI is becoming just as important as search engine optimization (SEO). Structured data, clear product descriptions and up-to-date feeds will determine who wins the battle for attention.

Those who start early with OpenAI Feeds get a head start. Not only will they be more visible in ChatGPT — they will also be better positioned when multiple AI platforms start using the same feed structure.

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Conclusion

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OpenAI Feeds represent a groundbreaking shift in how online stores can share and promote their products. By integrating directly with ChatGPT, OpenAI opens the door to a more intelligent, efficient and personalized way to act.

Online retailers who want to stay ahead should already explore how they can implement OpenAI Feeds — because in the future of e-commerce, it is no longer search that leads to purchase, but conversation.



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