And if you’re still treating Bing like a second-class citizen, it’s time to snap out of it. OpenAI just dropped a quiet but significant update: ChatGPT can now help people shop. Not just browse or research… shop, right there in the conversation. It’s pulling product data from Microsoft, Meta, and other sources. That means your Bing Merchant feed and Meta Catalogue aren’t just nice-to-haves. They’re your route into a growing search channel that’s skipping traditional SERPs altogether.
Tom Morton, Head of Activation at Door4, comments:
“People aren’t just googling anymore, they’re asking. ChatGPT is going one step further by giving actual answers. That changes how we need to think about optimisation.”
Google’s AI Overviews are already shifting user behaviour. But ChatGPT now goes further, giving tailored, purchase-ready responses. If your product data isn’t structured, your titles don’t reflect natural language, or you’re not visible on Bing Places, you’re out of the game before it starts.
This shift might seem subtle, but it’s a big one. It’s a rare opportunity for brands to get ahead simply by getting the essentials right: product schema, crawlable pages, descriptive content, and clean feeds.
If you’re in retail, especially niche e-commerce, or any brand with a considered purchase, this is your moment. Make your data clean. Make your content human. And for the love of search, optimise for Bing.
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