When users ask ChatGPT for product recommendations, something different happens behind the scenes. Instead of standard query fan outs, ChatGPT generates shopping-specific fan outs that interact with Google Shopping via a third party scraper. Understanding this mechanism is essential for any ecomm brand investing in AI visibility.
This talk presents first-of-its-kind research into ChatGPT shopping fan outs, based on analysis of over 1 million product carousels. We found that shopping fan outs differ from standard fan outs 97% of the time. I'll reveal exactly how ChatGPT queries Google Shopping, what signals determine which products appear in the carousel, and what this means for your product feed and content strategy.
I'll also share findings from a broader study of over 20 million standard query fan outs, including why fan out length doubled in just months and why this pattern held across all languages and regions.
Listeners will leave with a practical framework for analysing query fan outs and optimising their ecomm presence in AI search. Designed for intermediate to advanced GEO/SEO practitioners at agencies, brands, and in-house teams.
