Hi,

This Q4 is unlike any before it.

OpenAI just launched Instant Checkout inside ChatGPT, and that alone changes how millions of people will discover and buy products.

Your customer never visits your site, scrolls Instagram, or searches Google.

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They will ask a product-related question → get tailored suggestions → check out without ever leaving the chat. No ad clicks. No landing pages. No funnel.

This is agentic AI stepping into real-world ecommerce. And for Q4, it’s not just a “trend”, it’s your next competitive edge (or blind spot).

Here’s what it means for your brand 👇

⚡ Quick Insight

When your customer talks to ChatGPT… your product needs to be there.

Not just with a link, but with real metadata, real answers, and a real checkout.

AI is no longer just assisting your sale. It is the storefront.

🧠 Deep Dive:  What’s Happening?

🛒 ChatGPT Instant Checkout (Live Now)

  • Launched with Etsy → expanding to Shopify (1M+ stores)

  • Backed by Stripe + OpenAI’s “Agentic Commerce Protocol”

  • Allows users to browse, evaluate, and buy, all inside a single chat thread

  • Checkout happens in-chat, NOT ON YOUR WEBSITE

“Commerce is moving from clicks to conversations.” -Shopify

With 700M+ weekly ChatGPT users, this is a major unlock for Q4, and a new challenge for ecommerce and paid media teams alike.

📉 PPC Is Changing, Too - Here’s How

Let’s talk about the elephant in the ad account: How will this affect your paid campaigns?

1. 📉  Search Volume May Drop

If ChatGPT provides satisfying answers with a buy button, users will skip Google altogether. Expect fewer high-intent, long-tail searches like:

  • “Best shoes for nurses with flat feet”

  • “Budget-friendly gifts for dog moms”

Your best customers may convert without ever seeing your search ad.

2. 👀 Retargeting Pools Shrink

If buyers never visit your site, they never get pixeled.

→ Smaller retargeting audiences

→ Lower lookalike match rates

→ Less signal for Meta + Google AI campaigns

Tip: Switch to server-side tracking (Meta CAPI, GTM Server) and double down on first-party data collection.

3. 💵 Auction Costs Might Spike (Short Term)

More brands will scramble to protect search visibility → Higher CPCs in key categories.

Expect volatility until budgets adjust to the new journey.

4. ✍️ Ad Creative Must Align With AI Prompts

Think like a shopper talking to an assistant:

“What’s a good backpack for hiking in Iceland?”

“Eco-friendly lunch box for toddlers”

🧠 Your PPC copy and landing pages should match that intent, not just promote features.

5. 📊 Attribution Gets Messy

A user might:

  • Ask ChatGPT → see your product → not buy

  • See your Meta ad 3 days later → click → purchase
    → And ChatGPT gets zero credit in your reporting

Prepare to see ROAS drop even if sales stay strong - because the first touch disappears from your data.

✅ What You Should Do (Now)

🛠 1. Fix Your Product Metadata

  • Structured data (price, color, dimensions, variants)

  • Keyword and AI-friendly titles and tags

If ChatGPT can’t understand your feed, it won’t show your product.

✍️ 2. Upgrade Product Content for Intent

  • Think beyond SEO. Write for questions, not keywords.

Answer real concerns:

“Will this fit in a carry-on?”
“Does this work for sensitive skin?”

🧱 3. Prep for Shopify Integration

  • Stripe-powered checkout is coming

  • Early adopters will gain discoverability in ChatGPT faster

  • Keep feeds clean and real-time

🧪 4. Test Like a Shopper

Open ChatGPT-4 and type:

“What’s a good gift for a 10-year-old who loves Minecraft?”

→ Are your products there?

→ If not… you know where to start.

📈 Quick Actions

✅ Audit your product feed this week

✅ Use real language from your reviews in product descriptions

✅ Prep Q4 PPC campaigns with AI-first creative and headlines

✅ Shift part of your retargeting budget to TOFU lead capture

✅ Train your paid team on how AI discovery affects attribution and messaging

🧭 Final Thought

You used to optimize for a funnel.

Now, you’re optimizing for a conversation.

If you’re not part of the chat, you’re not part of the cart.

Let’s scale smarter,

-Iulia

🚀 Don’t miss our next Live Q&A on October 16th at 12PM EST.

Go behind the scenes with ScaledOn’s media experts!

Bring your toughest questions or just join and listen in. Either way, you’ll walk away with actionable insights.

👉 Register here!