How do I get my products listed on ChatGPT Shopping?

In Denmark, Sweden and Norway, your products are listed on ChatGPT via Google Shopping, not via OpenAI. Here are the four things your online shop needs to have in place today: Merchant Center, the first 40 words of the description, product data and access for ChatGPT’s search bot.

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How do my products get listed on ChatGPT Shopping? Short answer: If you have an online shop in Denmark, Sweden or Norway, your products are currently listed on ChatGPT via Google Shopping, not via OpenAI. Set up a product feed in Google Merchant Center, include the most important information about the item in the first 40 words or so of the product description, add product data (schema) to each product page, and allow ChatGPT’s search bot to crawl your online shop. You can do all this today.

Now is a good time to ask the question. More customers are asking ChatGPT “which running shoes should I buy?” rather than searching on Google, and the results show a range of products with images, prices and a link to the shop. The online shop featured in that list gets the click. The one that isn’t won’t even be considered.

This guide explains where products are currently sourced from in the Nordic region, the four key things you need to have in place, and what will change when OpenAI launches its own product feed in Europe. All claims are accompanied by a source and date, as the rules are changing rapidly.

Where does ChatGPT source its products from in the Nordic region?

From Google Shopping. OpenAI itself states on its page for retailers (viewed on 5 November 2026) that ChatGPT Shopping, using retailers’ own product feeds, is currently only available to users in the US and will be rolled out to more countries “over time”. OpenAI’s feed specification says the same: a standard feed sent to OpenAI applies only to the US.

Nevertheless, products are being displayed to users in Europe. The analytics firm Peec AI has determined where they come from. In its review of ChatGPT Shopping in the US and Europe (16 October 2026), Peec found that the products in Europe are sourced from Google Shopping, and that they are not sorted by how well they match the query before the AI assistant receives them. This is Peec’s finding, not information provided by OpenAI. OpenAI itself merely states that product data comes from “third-party providers”.

The implication for your online shop is simple: if your products aren’t listed on Google Shopping, there’s nothing to show when a customer in Denmark, Sweden or Norway makes an enquiry.

What should you do today? The four steps

Here’s the order. The first is the most important, and the next three ensure that the AI assistant can use what it finds.

1. Get your products into Google Merchant Center. It’s free, and Google’s free product listings work in Denmark, Sweden and Norway (Google’s list of countries, accessed 5 November 2026).
2. Include the most important information in the first 40 or so words of the product description. According to Peec’s test, only the beginning of the description is read.
3. Include product data (schema) on each product page. Name, price, stock, brand and image in a format that Google and AI engines can read directly.
4. Allow ChatGPT’s search bot access. It’s called OAI-SearchBot, and if your online shop blocks it, your pages won’t appear in the search results.

How do you set up Google Merchant Center?

Create a free account in Google Merchant Center, verify your domain, and connect your product catalogue. Most online shop platforms do this for you:

• Shopify: install Google’s own app “Google & YouTube” and link the account. Products are synchronised automatically.
• WooCommerce: use Google’s official plugin “Google for WooCommerce”.
• Other platforms (Dandomain, Shoporama, Wix, Magento): most can generate a product feed as a file or via a built-in channel to Google.

Select ‘free product listings’ when prompted by Merchant Center. You do not need to pay for Google Shopping ads to be included. Then check the diagnostics tab: products with errors (missing price, incorrect stock status, images containing text) will not be displayed, either on Google or in the AI response.

What should the first 40 words of the product description contain?

What a customer would ask for. Peec found that the product description is truncated at 50 tokens, equivalent to around 40 words or 250 characters. The rest of the description is still on your page, but that part isn’t visible when the AI assistant selects which products to display.

So write the description so that the beginning stands on its own:

• What the item is, using the words the customer would use: “Waterproof trail running shoes”, not “Our new model”.
• Who or what it’s for: “for running on mud and gravel, men’s”.
• What sets it apart: material, size, weight, certification.
• No introduction about the shop. “You’ll always find quality here” wastes ten of your 40 words on nothing.

The start of the description	What the AI assistant is told
“Welcome to our wide selection. We’ve been selling shoes since 2010 and are always committed to quality and good service. This model is …”	That you sell shoes. Not which ones.
“Waterproof men’s trail running shoes with Gore-Tex and a 6 mm drop. Weighs 290 g in size 43 and provides grip on mud, gravel and wet stones.”	Exactly which customer the product is suitable for.

The same applies to the title in your feed. Peec also recommends that each variant (colour, size) is listed as a separate product in the feed, so that a customer asking for “black, size 43” can get exactly that.

Why is product data on the product page important?

Because that’s how machines read your product details without having to guess. Product data (schema markup of the type Product) specifies, in a fixed format, what the product is called, how much it costs, whether it is in stock, and who manufactures it. Google explains in its guide to product data (updated 10 December 2025) that pages where the product can be purchased can be displayed with the price and stock status directly in the search results.

And OpenAI states in its help section on shopping in ChatGPT (updated around 31 October 2026), that products are selected based on ‘structured metadata’ such as price and description, and that shops are assessed on stock levels, price, quality, and whether they manufacture the item themselves or primarily sell it. Product data on your pages is therefore the language that both Google and OpenAI understand.

If you’re unable to set this up yourself, the Geoa app for Shopify and the Geoa plugin for WordPress and WooCommerce will do it for you: they add product data to the product and category pages and ensure it remains there.

Check your online shop for free. Geoa’s free test shows in a couple of minutes whether ChatGPT’s search bot is allowed to access your online shop, and whether your pages contain the data that AI engines are looking for. Take the free test

How do you allow ChatGPT’s search bot access?

Open your online shop’s robots.txt (dinwebshop.dk/robots.txt) and check whether OAI-SearchBot is blocked. OpenAI states in its documentation on the search bots (accessed 5 November 2026) that pages which block it will not appear in ChatGPT’s search results, and that any changes take effect after approximately 24 hours.

Please note that OpenAI has two bots. GPTBot fetches text to train the models, and you are free to block this one. OAI-SearchBot fetches pages for the responses, and this one must be allowed through. Many online shops have blocked both in one go, often via a security plugin or a firewall setting with their web hosting provider.

Can you pay for a place in ChatGPT Shopping?

No, not for the standard product results. OpenAI states that the products are selected independently and that they are not adverts. However, you can now buy adverts in ChatGPT in Denmark, Sweden and Norway. OpenAI launched the adverts in 31 European countries on 18 August 2026, and they are displayed separately from the answer. We’ve covered the cost of an advert in our guide to adverts in ChatGPT.

The advert buys you a space next to the answer. Google Shopping, the product description and the product data determine whether you appear within the answer itself. The latter costs nothing apart from the effort you put into it.

What will change when OpenAI’s own feed reaches the Nordic region?

You’ll then be able to send your catalogue directly to OpenAI. In the US, OpenAI has its own product index built on retailers’ feeds, and according to Peec, shops that OpenAI hasn’t verified as sellers are completely filtered out of it. Shopify and Etsy shops are already connected in the US. OpenAI has not said when this will happen in Europe.

The good news is that the work isn’t wasted. OpenAI’s feed requires the same nine pieces of information that a good Merchant Center feed already contains: product ID, title, description, link, brand, seller, image, stock status and price. If you’ve got these sorted in Google today, you’ll be ready when the feed launches on OpenAI, and your online shop will already be ahead of those just starting out there.

Checklist: is your online shop ready for ChatGPT Shopping?

• Your products are listed in Google Merchant Center with free product listings enabled and no errors in the diagnostics.
• The first 40 or so words of each product description explain what the product is, who it’s for, and what makes it stand out.
• Each variant is listed as a separate product in the feed.
• The product pages contain product data including name, price, stock status, brand and image.
• OAI-SearchBot must be included in your robots.txt.
• You can view traffic from AI assistants in your statistics. Find out how in the guide to measuring AI traffic.

How much does it cost to get help?

Google Merchant Center and the free product listings cost nothing. If you want your product data, robot rules and meta descriptions corrected automatically, Geoa starts at 299 DKK per month, and the Shopify app has a free plan. Start with the free trial, so you’ll know exactly what’s missing from your online shop before you spend a single krone.

Frequently asked questions

How do my products get listed on ChatGPT Shopping?
If you have an online shop in Denmark, Sweden or Norway, the route today goes via Google Shopping. Set up a product feed in Google Merchant Center with free product listings, include the most important information in the first 40 or so words of the product description, add product data to the product pages, and allow the OAI-SearchBot to access your robots.txt.

Can I send my product feed directly to OpenAI from Denmark?
Not to the standard product results just yet. OpenAI states that the standard feed currently applies only to the US, and that more countries will be added over time. In the Nordic region, a catalogue can only be used for adverts in ChatGPT, which is separate from the search results.

Does it cost anything to be featured in ChatGPT Shopping?
No. OpenAI states that product results are selected independently and are not adverts. Google Merchant Center and the free product listings are also free of charge.

Why are the first 40 words of the product description important?
In October 2026, Peec AI measured that ChatGPT truncates the product description at around 50 tokens, equivalent to about 40 words. ChatGPT does not see what comes after this when selecting products.

What is the difference between GPTBot and OAI-SearchBot?
GPTBot retrieves text to train OpenAI’s models and may be blocked. OAI-SearchBot retrieves pages for ChatGPT’s search results. If you block it, your pages will not appear in the results.