With data visibility, recommendations, transactions on ChatGPT, Gemini and Perplexity, LLMs are establishing themselves as new entry points for e-commerce. As search, comparison and purchasing merge into a single conversational interface, notably through the rollout of native payments in the U.S.A., retailers must now choose between operational openness or control. Should they open or close doors to LLMs? What are the risks and challenges for retailers?
The context
Following the optimisation of content (GEO), retailers can now generate sales through Search engines. The first step is to appear in recommendations by making a site data-crawlable. This allows their catalogues and product sheets to be readable by conversational engines. The second step is how a user clicks the link and purchases on a retailer site. Alternatively, in the U.S.A., the purchase can be made natively on the AI engine, a feature that is not yet available for Europe.
At the
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Article authors
Morgane Monteiro
Journalist
Journaliste économique pour mind Retail depuis 2024, j’analyse la transformation digitale du commerce.