ChatGPT Shopping runs a custom index in the US but still scrapes Google Shopping elsewhere
gaganghotra_ · x · 2026-10-11
Insights from BrightonSEO on ecommerce in AI search: in the US, ChatGPT Shopping uses OpenAI's own Labrador index/retrieval system, requiring direct feed integrations, scoring products via BM25 and ANN, and filtering unverified merchants. In Europe and other regions, it still scrapes Google Shopping via a third-party provider, using multiple fanout queries with round-robin result merging. Merchants face two completely different optimization playbooks depending on market.
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