On November 10, 2026, OpenAI launched Businesses in ChatGPT in beta. Brands and retailers can now claim a verified ChatGPT business profile, upload product data directly, and see how often their business shows up in ChatGPT answers. Eligible US ecommerce businesses can also add a chat to their profile, where shoppers ask questions about products and policies.
ChatGPT reaches about 1.2 billion people a week, according to OpenAI. For most brands, claiming a profile will take a few minutes. The harder part, and the part that decides what shoppers actually see, is the product data behind it.
We've spent the past year helping brands get their product data in front of AI shopping assistants, and many of them have asked for exactly this. So this post walks through the basics of the launch. Our take is simple: even with a direct line into ChatGPT, product data is still the part brands can't afford to get wrong.
Business Hub for a demo store: business details in front, mentions and discovery topics behind. Source: OpenAI, Nov 10, 2026 (demo store).
For a shopper, the path looks like this: your business shows up in a ChatGPT answer, the shopper opens your profile, starts a chat if you have one, and continues to your website to buy.
Until now, a brand's product information reached ChatGPT mostly through crawled web pages. With Business Hub, verified businesses can upload a product feed with prices and availability, either as a CSV that follows OpenAI's product feed specification or through a Shopify connection. OpenAI says it may use this information in ChatGPT's answers to customer questions.
Uploading a product data file in Business Hub, and the profile it fills. Highlighted: the products shoppers see. Source: OpenAI, Nov 10, 2026 (demo store).
Two caveats from OpenAI's help center: connecting a feed doesn't guarantee that your products get recommended, and OpenAI reviews every change before publishing it, so updates can take time to show on your profile.
To claim, you verify with a business phone, a business email, a DNS record on your website domain, or your Shopify store. To publish changes, connect a feed, view insights or create a chat, you also complete identity verification through Persona. OpenAI adds the blue check to your profile once that's approved. OpenAI's FAQ is direct about the limits: claiming "does not guarantee higher placement or sales."
One practical point from the FAQ: the admin who claimed the business can add teammates and give an agency access. It's worth deciding now who on your team owns the profile.
This is the part many marketers have been waiting for. Until now, brands had no first-party numbers on how they showed up in ChatGPT, so teams pieced it together from referral traffic and test prompts. Now OpenAI shares mentions, website clicks and discovery topics for the past 28 days, straight from ChatGPT. For anyone trying to optimize for AI shopping, that's a real baseline at last.
Read the definitions closely:
Sample insights from OpenAI: mentions, profile views and website clicks, then top discovery topics. Source: OpenAI, Nov 10, 2026 (demo data).
Jason Goldberg of Publicis pointed out that brands now have real user data from two AI surfaces, Google Merchant Center and ChatGPT. His advice: use it to guide the test prompts most teams rely on today.
Jason Goldberg, Chief Commerce Strategy Officer at Publicis, on LinkedIn, Nov 11, 2026.
What's still missing: the prompts behind your mentions, how you compare to competitors, and data from AI engines other than ChatGPT.
When your business shows up in a ChatGPT answer, shoppers can open your profile and choose to start a chat. The answers are based on the product and policy information you provide and the guidelines you write. Purchases still happen on your website: according to OpenAI's FAQ, shoppers can get product and policy details and a link to your site in the chat, but they can't complete purchases, bookings or order lookups there.
A shopper asks for a gift under $30, and gets back two products from the store's catalog. Source: OpenAI, Nov 10, 2026 (demo store).
OpenAI's Business Agents policy requires businesses to make clear that the chat is AI, keep their information accurate, and avoid pressure tactics or false urgency.
Look at the demo again. The shopper wanted a gift for a six-year-old who loves drawing, under $30. That answer is possible only because the store's catalog lists what the drawing kit contains, who it's for and what it costs. The profile, the product cards and the chat answers are all built from the data you supply.
9 of 48
fields in OpenAI's product feed specification are required. The rest cover what a product is, who it's for and how returns work.
Source: OpenAI product feed specification, November 2026
The nine required fields are item ID, title, description, product URL, brand, seller name, image URL, availability and price. That's the minimum for a listing. The optional fields include material, color, size, age group, dimensions, return details and review counts. OpenAI also asks merchants to leave unknown values empty rather than fill them with placeholders such as "n/a."
Here is the same product described two ways (an illustrative example):
| Field | Thin listing | Complete listing |
| Title | Drawing kit | Travel drawing kit with 12 colored pencils, sketchpad and zip case |
| Description | Portable drawing set. | Compact kit for kids who love to draw on the go. Includes 12 colored pencils, a 40-page sketchpad and a sharpener in a zip-up canvas case. |
| Age group | Empty | kids |
| Material | Empty | Canvas case, wooden pencils |
| Price | 18.00 USD | 18.00 USD |
| Returns | Empty | Accepts returns, 30-day window |
For a question like the one in the demo, the complete listing contains the facts the question depends on: age, contents, price and return terms. Most of them are missing from the thin listing.
One more detail from the spec: question-and-answer lists aren't part of the product feed. The answers to your shoppers' most common questions need to live in your descriptions, attributes and policies.
Greg Isenberg put the shift in one line on X:
Greg Isenberg on X, Nov 11, 2026.
Claiming a ChatGPT business profile takes minutes. What shoppers see after that depends on how complete and current your product data is.
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With ReFiBuy's Commerce Intelligence Engine, teams score every product on how ready it is for AI shopping (Catalog Score, 0 to 100), review suggested improvements to titles, descriptions, Q&A and attributes, and deliver approved data to destinations including the ChatGPT catalog feed and Shopify. With Monitor, teams track how their products show up in ChatGPT, Copilot and Google AI Mode, measured daily with shopper-style prompts.
Talk to us about getting your catalog ready for Business Hub. For weekly analysis of agentic commerce, subscribe to Retailgentic.