Ecommerce Without Websites? How AI from Google and ChatGPT Is Changing the Game.

Your Website Was Built for Humans. But Your Next Customer will be an AI Agent.

2 KEY INNOVATIONS ANNOUNCED

Google's AI Shopping Mode:

Google has introduced an AI-powered shopping experience that integrates its Gemini AI with the Shopping Graph. The Shopping Graph essentially acts as a centralised hub for product information, pulling data from various sources like websites, reviews, and product data submitted by brands and retailers; and now tracks over 50 billion product listings with real-time updates.

This integration with Gemini AI will enable:

Personalised product discovery and inspiration;
Comprehensive, accurate product details;
Virtual try-on technology using generative AI to reflect individual body shapes and styles; and
"Agentic checkout" that lets users track prices, set preferences, and complete purchases automatically when their criteria are met - this last point is HUGE!

Shopify x ChatGPT Integration:

Shopify and ChatGPT are collaborating to offer conversational commerce, allowing users to:

Discover and purchase products directly within a ChatGPT interface;
Receive tailored product recommendations and support through AI-driven conversations; and
Complete online checkouts without ever visiting a traditional ecommerce website - OMG!

THE CONTEXT FOR ECOMMERCE

These 2 moves signal an arms race in AI-native commerce. In parallel, other AI leaders such as Anthropic (Claude), Microsoft (Copilot), and Amazon (Rufus) are developing similar capabilities that point to a platform-wide transition in how shopping journeys are supported. Microsoft’s Copilot is embedded in Dynamics 365 Commerce to offer AI-generated product content, customer insights, and smart pricing tools. Claude is being deployed for merchant-side automation, such as customer support and personalised recommendations, while Amazon’s Rufus is shaping up to be an autonomous shopping assistant that integrates directly with purchasing flows. These broader movements indicate that major tech platforms are racing to become the default AI shopping interface.

The competitive landscape is quickly shifting from traditional ecommerce to an AI-first paradigm.

Implications for Ecommerce Transactional Behaviour

Ecommerce consumers will increasingly bypass traditional website navigation - in favour of AI assistants that better understand intent, curate options, and can make a purchase. For example, a shopper could ask for “the best running shoes under $100,” try them on virtually, and buy them, all within Google Search or a ChatGPT-powered Shopify chat.
Decline in traditional site visitations - as AI intermediaries then become the primary interface for product discovery and purchase, there will be limited reason to visit the actual retailer’s homepage - resulting in a decrease in direct traffic to ecommerce websites. Instead, brands will need to optimize their presence on platforms like Google’s Shopping Graph and Shopify’s AI ecosystem to remain visible and competitive.
Improved personalisation at scale - by using AI will allow the platforms to more deeply analyse user preferences, previous purchase history, and deliver more relevant recommendations or personalised suggestions. This level of customisation would boost conversion rates and reduce cart abandonment, as shoppers are shown exactly what they want, when they want it.
New checkout behaviours and increased price sensitivity - will be driven by price tracking and agentic checkout capabilities. For example, a shopper could favourite a product, set a spending budget and then receive instant notifications when prices drop or are available on another ecommerce website. This will empower consumers to make more informed, price-sensitive decisions and will intensify competition among retailers to offer the best deals in real time.
A more helpful seamless omnichannel experience - driven by AI’s ability to scrape and unify data and interactions across channels (search, chat, social, and marketplaces) creating a more seamless shopping journey for consumers. Why search across many ecommerce sites now, when the AI can do the heavy lifting for you, make recommendations, find you the best price and checkout for you. Brands and retailers will need to review their digital architectures and omnichannel strategies to put themselves in the best position to be discovered, proposed and utilised by AI for ecommerce transactions.
Looking Ahead - to 2026 and beyond, retailers and brands can definitely expect AI interfaces to become the dominant touchpoint for ecommerce. This would include:
- Fully autonomous personal shopping agents;
- The emergence of specialised personal shopping agents;
- Greater integration between voice, visual search, and transactional AI; and
- Expanded in-chat marketplaces with tiered advertiser options.

Brands and retailers will need to think beyond individual platforms and start designing AI-compatible commerce experiences that can exist across a federated ecosystem of assistants, apps, and interfaces.

WHAT SHOULD YOU DO AS AN ONLINE RETAILER OR BRAND OWNER?

Optimise for AI Discovery: Ensure your product data is accurate, rich, and up-to-date on Google Shopping and Shopify’s ecosystem to maximise visibility in AI-powered searches and recommendations.
Invest in Conversational Commerce: Develop strategies for engaging customers through AI chat interfaces, including tailored support, product discovery, and instant checkout.
Embrace Personalisation: Improve your capabilities by enriching your product catalogue with structured metadata, including tags for use cases, customer segments, and preferences. Provide alternative products, bundled offers, or loyalty-based promotions. The more context you provide, the more precise and meaningful the AI personalisation becomes tailored messaging, adapting recommendations, and targeting discounts across every interaction.
Monitor and Respond to Price Dynamics: As consumers become more price-aware, use AI tools to track competitor pricing and then adjust your strategies dynamically to stay competitive. Alternatively, come up with a non-price value add that can mitigate the race to the bottom.
Prepare for Reduced Direct Traffic: Shift focus from driving site visits to optimising for conversion, recommendations and brand experience within third-party AI platforms.
Align with AI Ecosystem Players: As AI shopping experiences are consolidated across platforms, strategic alignment with key players like Google, Shopify, and OpenAI will become critical.
Speak with an Expert: Navigating these changes can be complex. Consider consulting with an AI commerce specialist who can help evaluate your current setup, identify integration opportunities, and build a roadmap tailored to your business goals.

The convergence of Google’s AI-powered shopping tools and Shopify’s integration with ChatGPT marks the dawn of a new era where AI is not just a backend tool, but the primary interface for commerce. Transactional behaviour will shift from passive browsing to active, conversational engagement. The retailers and brands that can adapt quickly will thrive in this rapidly evolving landscape. Those who cling to traditional models risk being left behind as AI reshapes the very fabric of online shopping.

The game has changed.

CHAT TO US

Whether you're looking to adapt your ecommerce stack, trial new AI tools, or reimagine your customer experience, we're here to help. Connect with us at the Digital Mavens and MavensAI to start a conversation that can reshape your business' future.

Are you ready for the AI-powered future of ecommerce? Book in a meeting with our CEO and Chief Maven, Kingston Lee-Young.

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