Goodbye Chrome? ChatGPT Atlas Is Set to Become the New Gateway to Online Shopping

• What is ChatGPT Atlas? – Overview of Atlas’ features, including built-in memory, agentic browsing and AI-powered assistance.

• Why it matters for eCommerce – Explains how AI shopping adoption is growing fast and why Atlas could accelerate this trend.

• The Atlas buying journey – Step-by-step look at how users research and purchase products inside Atlas.

• How it differs from Chrome and ChatGPT – Comparison of core features, interfaces and browsing experiences.

• Visibility factors – Key elements that determine product visibility, from schema and pricing to reviews and content depth.

• Practical steps for retailers – Eight clear actions to optimise visibility, improve structure and prepare for AI-driven commerce.

• Conclusion – AI search is changing discovery. Brands that adapt early and prioritise clarity, context and structure will stay visible.

👩‍💻 Introduction: Why the browser is so important

Since the **rise of Mosaic in the 90s,** the web browser has been the default way people access and search the internet. You open a browser, start searching, and explore the web. It has been a familiar routine for decades. Browsers remember your history, save your favourites, and bring together your work, tools and digital life.

For the last decade, Google Chrome has been the dominant choice, with reports suggesting its market share sits as high as 69%. With Google Search built in as the default, Chrome has played a major role in strengthening Google’s control over how information is found and consumed online.

*Market Share of Browsers (Source: Wikipedia)

But that landscape is changing fast. The rapid rise of AI and ChatGPT’s 700 million active users have started to reshape how people interact with information. Instead of typing queries and clicking links, users are now engaging in conversation and receiving direct answers.

One year after the launch of ChatGPT Search, OpenAI has introduced ChatGPTAtlas, its own agentic web browser. This is not just another way to navigate the web. It marks a shift in how we experience the internet itself.

The launch of Atlas could signal the beginning of a new era. One where Google’s long-standing dominance starts to fade, and ChatGPT becomes the primary gateway through which people access and interact with the entire internet.

✨ What is ChatGPT Atlas?

A new kind of web browser with ChatGPT at its core

Atlas is OpenAI’s new web browser, built entirely around ChatGPT. It is designed to become the central place where your life, work and tools all come together.

Rather than defaulting to a search engine like Chrome does with Google, Atlas opens with the familiar ChatGPT interface as the starting point for exploring the web. Users can search by entering a URL, ask questions through prompts, or choose a more traditional results view similar to Google’s ‘10 blue links’ format, although without the familiar shades of blue.

Under the hood

Atlas is built on Chromium, the same open-source technology that powers Chrome. In practice, this means it will feel familiar to most users, but the experience is fundamentally different. Instead of interacting with a search engine, you are engaging with an answer engine that understands context, intent and goals.

Unlike traditional browsers that simply display information, Atlas acts as a super assistant that supports you across every web page. It can gather data, summarise information and complete tasks without you needing to switch tabs or leave the site.

Built-in memory and personal context

Atlas remembers what you have seen and done. Its built-in memory allows it to recall details and provide relevant context across sessions. For instance, you could ask it to show you all the vitamin brands you compared last week, and it will immediately surface those pages.

Agentic mode for action

Atlas also features an agent mode that can take actions on your behalf. It can interact directly with websites, using your browsing context to automate tasks, gather insights or even make purchases.

🛍️ Why does it matter for eCommerce merchants?

According to VML’s 2025 Future Shopper Report, 68% of global shoppers now use AI tools to support their buying decisions.

• 34% use AI to research products

• 28% use it for tailored product recommendations

• 19% rely on it to find the best deals

ChatGPT is quickly emerging as the dominant AI shopping assistant. In the UK, almost 4 in 10 shoppers (39%) now prefer ChatGPT over traditional search engines, and a quarter (26%) believe its product recommendations are better than Google’s.

The takeaway is simple: consumers are adopting AI shopping tools at speed.

The launch of Atlas is likely to accelerate that shift even further. Its intelligent browsing experience removes friction from the research and buying process. If adoption continues to grow, we could soon see a world where the majority of online activity happens inside ChatGPT’s ecosystem rather than Google’s.

That would represent a major shift for eCommerce. If two-thirds of internet users begin browsing and shopping through an AI-driven answer engine, merchants will need to rethink how visibility, discovery and conversion work in this new environment.

To understand what that future might look like, it helps to see how the purchasing journey functions inside Atlas today.

Breaking down the eCommerce purchase journey inside Atlas

Check out this video where I run through what the typical consumer journey might look like when buying through Atlas.

At a high level, here’s how a buying journey unfolds when searching for “Best coffee machines”:

1. The shopper opens Atlas instead of Chrome.

2. They enter their query through ChatGPT and receive a summarised answer rather than a list of 10 blue links.

3. Atlas provides an overview of key buying considerations and features to look for.

4. It then displays an image carousel of recommended products.

5. The assistant highlights its “My Pick for You” suggestion, personalised to the user’s preferences and browsing history.

6. When viewing products, it shows pricing details and why the product matches the user’s context.

7. Product reviews include sentiment summaries that highlight key pros and cons.

8. When on the retailers’ websites, Users can also query individual pages, asking questions such as “Which products on this page best suit me?”

9. In Agent Mode, Atlas can assist with completing purchases directly. Using the Agentic Commerce Protocol, it can act on behalf of the shopper to carry out the entire checkout process, from selecting items to confirming payment (This capability is currently available only to users in the United States)

10. For retailers integrated with supported platforms such as Shopify, Etsy, and Walmart, shoppers in the US can also check out seamlessly within ChatGPT itself. This removes the need to visit an external website, creating a faster and more convenient buying experience.

This entire journey represents a big shift away from conventional online shopping and even a change from how products have previously been searched for and bought on ChatGPT.

📊 How ChatGPT Atlas Differs from Google Chrome (and Regular ChatGPT)

Instead of a static search bar and a list of blue links, Atlas uses a conversational interface powered by ChatGPT. Users can type prompts, explore results through summaries and images, or navigate via traditional links.

The browsing experience feels more intelligent and fluid, with ChatGPT accompanying you across the web, helping you interpret information, complete tasks and stay in context.

Where Atlas also stands apart is in how it builds on the existing ChatGPT experience. It introduces new levels of context and capability:

• Browser history integration

  Atlas remembers your browsing activity and combines it with memory to provide deeper context and more personalised insights.

• Agentic browsing

  ChatGPT can now act directly within the browser, querying content, summarising information and performing actions without leaving the page.

• Personalised research and recommendations

  Atlas can interact with product pages to support more tailored research and product selection.

*The ability to directly query live sites is a brand new feature in Atlas

Comparison Overview

Now that we have a clearer understanding of the significance of the Atlas launch, how it works, and how it differs from the traditional browsing experience, let’s explore the key questions: what determines visibility within Atlas, and what practical steps can eCommerce merchants take to ensure their products appear there?

💡What determines visibility in ChatGPT Atlas for eCommerce retailers?

Atlas builds on ChatGPT’s existing search and recommendation technology. Many of the same factors influencing visibility in ChatGPT Search will remain crucial here - but with added emphasis on context, personalisation and technical readiness for AI-led browsing.

Key Factors That Influence Visibility for Retailers

1. Editorial Coverage and Mentions

Visibility starts with reputation. ChatGPT increasingly pulls data from commerce-focused sources such as Amazon, Reddit and specialist media sites.

Recent analysis shows:

*Based on recent data available on the Azoma platform

• Wikipedia still ranks highest but has fallen from 43% to 22% of citations

• Amazon now makes up 19%

• Reddit contributes 15%

• YouTube has dropped to just 2%

This shift shows how important authentic, third-party mentions have become. The model values content that reflects real-world discussions, expert reviews and community insight.

For eCommerce brands, this means investing in earned media, PR coverage and customer advocacy. If your products are being discussed on trusted platforms, ChatGPT is far more likely to notice.

Key takeaway: Build genuine visibility through trusted mentions, reviews and community engagement. 💡 “Best of” listicle style articles are particularly important being cited more frequently than most other forms of content.

2. Structured Data and Schema Markup

Structured data is what helps ChatGPT understand your product. According to OpenAI, its shopping results rely heavily on clear, consistent metadata when deciding which products to surface.

Your schema should include:

• Product name, brand and category

• A detailed, keyword-optimised description

• Real-time pricing, stock and availability

• Ratings, reviews and technical specifications

Complete data gives the AI confidence to recommend your product. Missing information or poor formatting can limit your visibility.

Think of schema as your product’s language for AI. The clearer it is, the better ChatGPT can understand and surface your brand

3. EEAT: Experience, Expertise, Authority and Trust

Authority and credibility play a bigger role than ever. ChatGPT rewards brands that look trustworthy and well-established across their digital footprint.

That includes:

• Verified customer reviews

• Mentions in reliable publications and directories

• Clear and consistent branding across channels

• Visible leadership and contact information

This is about proving you are who you say you are. The more signals you provide that confirm legitimacy and expertise, the more confidently ChatGPT can recommend your products.

Key takeaway: Build credibility across every touchpoint. Trust drives visibility.

4. Price and Value Positioning

Price remains one of the strongest signals in ChatGPT’s shopping results. The model analyses pricing data, discounts and availability when deciding what to show users.

If someone searches for “best winter jacket under £200”, ChatGPT prioritises listings with accurate and up-to-date pricing.

Premium brands can still rank well, but they must clearly communicate why their higher price is justified. For example, highlight the craftsmanship, sustainability or materials that make your product worth the investment.

Key takeaway: Make pricing transparent and value obvious. ChatGPT rewards clarity.

5. Context-Rich Product Pages

ChatGPT Shopping is built around context. It looks for detailed, specific content that matches the intent behind the query.

For example:

• “Best noise-cancelling headphones for travel” implies portability, battery life and comfort.

• “Skincare for sensitive teenage skin” suggests gentle ingredients and dermatologist recommendations.

Strong product pages should explain who the product is for and why it suits their needs. Include:

• Real use cases and customer scenarios

• Defined target audience and benefits

• Comparisons with similar products

• Clear details on features, sizing and compatibility

This context helps ChatGPT match your product to a user’s goals and preferences.

Key takeaway: Write for people, but make it easy for AI to understand who your product helps and why.

• Detailed use cases and specific scenarios

• Clear user personas the product serves

• Comparative information versus similar products

• Rich descriptive content about materials, features, and specifications

• Context about sizing, compatibility, or usage requirements

This matters because ChatGPT Shopping is persona-driven. When someone searches for “best skincare routine for oily skin” or “gifts for a home coffee lover”, ChatGPT needs detailed contextual information to match products to those specific needs.

6. Content Depth and Relevance

ChatGPT rewards content that is well-structured, detailed and easy to understand. It reads pages much like people do, scanning for clarity, layout and relevance. Flat or unorganised copy makes it harder for the model to identify meaning, which can limit visibility.

Good content, whether it sits on a product page or a blog, should be built for scannability and logical flow. It should help both shoppers and AI quickly understand what the content is about and why it is useful.

For example, when a user searches for “best coffee machines for home use”, ChatGPT looks for pages that clearly explain the differences between models, prices and features. It prefers information that is organised in a way that makes comparison simple and decision-making easy.

This applies across all content types. On product pages, structure helps ChatGPT extract accurate information about features and benefits. In blogs, it makes it easier for the model to identify comparisons, insights and summaries that match the user’s intent.

Pages without clear headings or sections are harder for ChatGPT to interpret. Structured, skimmable content improves accessibility, readability and the likelihood of being surfaced in AI-driven search results or summaries.

Key takeaway: Structure and clarity matter as much as content. The easier your page is to read and understand, the more confidently ChatGPT can surface it.

Additional factors at play with Atlas vs regular ChatGPT

Context matters more than ever. Atlas uses browsing history and memory to deliver highly personalised recommendations. This means product pages must include detailed information about use cases, target personas and customer motivations. Be clear about who your product is for, what they value and why they should choose it. Present this information in a format that is easy to scan and interpret, both for users and for language models.

Agentic querying is also changing how consumers interact with product pages. Users can now ask specific questions while browsing, such as “Which of these jackets is best for cold weather?” or “Is this product available in a smaller size?”. To stay visible, brands should structure product information around the kinds of questions their shoppers are most likely to ask.

Finally, the ability for ChatGPT to take actions on web pages means that sites need to be optimised for agentic browsing. If your pages are not technically accessible or structured in a way that the ChatGPT agent can interpret, you risk losing both visibility and conversions as autonomous agents become a standard part of the online shopping experience.

👀 Practical steps for retailers to show up in ChatGPT Atlas

1. Build Brand Authority Through Mentions, Reviews and PR

Brand authority is one of the strongest signals that influences visibility inside ChatGPT Atlas. The model analyses information across multiple trusted sources to decide which brands it can confidently recommend.

To build authority, focus on developing a consistent and credible presence across the platforms ChatGPT often references. These include:

• Verified customer reviews on sites like Amazon, Trustpilot and Google Shopping

• Editorial coverage in respected commerce, lifestyle or industry publications

• Mentions and discussions in relevant online communities such as Reddit and specialist forums

Use Azoma to identify which sources are most often cited for relevant queries in your category. This insight helps you prioritise your outreach, directing PR and partnerships towards the publications, review sites and communities that will have the biggest impact on visibility inside Atlas.

Once you know where to focus, build targeted campaigns that include thought leadership articles, product reviews, and expert commentary. Consistency matters. Keep your brand story, messaging and claims aligned across every channel to build credibility and trust.

Finally, use Azoma’s share of voice tracking to measure how often your brand appears in ChatGPT results and related platforms. This helps you understand your current position and refine your strategy over time.

2. Enhance Product Data and Metadata

Structured data is one of the most important factors for visibility inside ChatGPT Atlas. Schema helps AI understand your products, interpret key details and match them to relevant searches.

The best way to implement structured data is through JSON-LD, the preferred format used by Google and other search systems. It allows you to embed machine-readable data directly in your site’s HTML, helping ChatGPT and other AI tools interpret your content with greater accuracy.

Every product page should include essential schema types such as:

• Product: defines product name, description, images and identifiers

• Offer: includes pricing, currency, stock availability and discounts

• AggregateRating: combines customer review data and ratings

• Review: highlights individual product reviews

• BreadcrumbList: helps AI understand your site structure and navigation

Make sure this data is accurate and kept up to date. Incomplete or inconsistent schema can reduce visibility and make it harder for ChatGPT to display your products confidently in shopping recommendations.

Use Azoma to generate optimised product pages at scale across your eCommerce website and marketplaces like Amazon and Walmart, so every listing meets AI readability standards.

3. Optimise Product Pages for Depth and Clarity

Your product pages should do more than sell. They should educate, guide and reassure shoppers while giving ChatGPT enough context to understand exactly who the product is for and why it matters.

Each page should include:

• Clear benefit-led descriptions that explain how the product solves a problem or improves the customer’s life

• Use cases and scenarios that describe where, when and why someone would use it

• Comparisons with similar products or alternatives to help users make decisions

• Visual content, FAQs and reviews that reinforce trust and credibility

Use Azoma’s personas tool to understand your target customers inside ChatGPT Atlas. Identify what drives their searches, the questions they ask, and the language they use. Add these insights directly into your product descriptions, FAQs and supporting content. This helps ChatGPT align your products with specific intents and surface them in the most relevant contexts.

Think of your product page as a conversation with both the customer and the AI. The clearer and more complete your information, the more confidently both will respond.

4. Create a Supporting Content Ecosystem

Visibility in ChatGPT Atlas extends beyond individual product pages. The AI values connected, context-rich content that supports a user’s full buying journey.

Build a content network that adds depth and authority to your brand. Consider:

• FAQ pages that answer the most common customer questions in natural language

• Blog articles that explore related topics or buying advice, especially “best of” and “top 10” listicle-style pieces

• Comparison or buying guides that help shoppers choose between options and highlight your brand’s advantages

Use Azoma to uncover consumer trends and search patterns in your niche. These insights can help you create content that aligns closely with real search intent inside ChatGPT Atlas. When your content directly answers the questions people are asking, it increases the chance of being cited or surfaced by the AI.

5. Structure Content for Readability and Scanning

Good structure is the foundation of AI visibility. ChatGPT, like people, favours content that is easy to read, logically arranged and quick to understand.

Follow these principles:

• Begin with a short summary that captures the key message

• Use clear subheadings that mirror how people naturally search

• Break information into bullet points for easy scanning

• Keep paragraphs short and focused on a single idea

• End with a short conclusion or call to action

Consistent formatting helps both readers and AI extract meaning quickly. Structured content improves comprehension, accessibility and engagement, making your pages more likely to appear in summaries, snippets and recommendations within ChatGPT Atlas.

6. Monitor and Adjust Pricing Strategy

Pricing remains one of the strongest visibility signals inside ChatGPT shopping. The AI evaluates live pricing, stock levels and discounts to determine which products best match a user’s intent.

Keep your pricing data accurate and consistently updated.

• Include live pricing and availability in your structured data

• Reflect promotions, discounts and bundles clearly

• Maintain pricing consistency across your website and marketplaces

If your brand competes on quality or value rather than cost, make that clear in your content and schema. Explain what justifies your pricing, whether that is craftsmanship, materials, sustainability or design.

Transparent, accurate pricing helps ChatGPT interpret your value proposition and recommend your products confidently. Clear, honest data also builds trust with shoppers, making them more likely to engage and convert.

Key takeaway: Pricing transparency and consistency drive trust and visibility. The clearer your value proposition, the stronger your performance in AI-driven shopping results.

7. Improve Technical Compatibility for Agentic Browsing

With the introduction of browsing agents in Atlas, preparing your site for AI-driven interactions is becoming essential for both visibility and conversion.

To ensure compatibility:

• Add ARIA tags so ChatGPT’s agent can navigate and perform actions effectively

• Follow WAI-ARIA best practices with descriptive roles, labels and states for interactive elements such as buttons, menus and forms

• Check your robots.txt file to confirm that OAI-SearchBot is allowed to crawl and index your content

These technical updates help ChatGPT interpret and interact with your site more effectively.

They also make it easier for agentic systems to complete actions such as adding items to a basket, checking availability or gathering product information without leaving the page.

8. Measure and Track Performance

Visibility inside ChatGPT Atlas is constantly evolving. What performs well today may change as the model learns from new data and user behaviour. Regular tracking is essential to maintain and improve your position.

Use Azoma to monitor your share of voice across ChatGPT, Amazon and other major commerce platforms. Track how often your brand appears, which queries surface your products, and which sources are most frequently cited in your category.

These insights help you understand where your brand currently stands and where to focus next. You can identify which improvements will have the most impact, whether that is refining schema, updating content or investing in PR.

Key takeaway: Consistent measurement drives growth. Tracking your visibility with Azoma helps you stay competitive, understand performance trends and adapt to every new phase of AI search.

Summing Up

The launch of ChatGPT Atlas is another clear sign of how the way people find and buy products online is changing. Search is shifting from keywords and links to conversations and answers, and Atlas is a major step towards that reality.

For eCommerce brands, visibility will now depend on how clearly your content communicates value, how your brand is represented across the internet, and how well your site helps AI understand what you offer.

The fundamentals still matter: strong content, complete schema, and trust built through genuine reviews and credible coverage. What is different now is that AI can read, analyse and interpret this information in far more depth. Brands that start adapting early will be the ones shoppers encounter first inside Atlas and other AI search platforms.

It is new territory, but also an exciting opportunity. Tools like Azoma can help brands put these ideas into practice, from optimising product content & brand sentiment to understanding how and where they appear inside AI search results.

As AI continues to shape how people browse and buy, the brands that stay curious, adaptable and data-informed will be the ones that stand out. If you’re interested in implementing Azoma for your business, get in touch with us at → sales@azoma.ai today!

FAQs

1. What is ChatGPT Atlas?

ChatGPT Atlas is OpenAI’s new AI-powered web browser. It moves beyond search engines, allowing users to browse, search and complete tasks through conversation. It brings together browsing, memory and automation to create a more intelligent and personalised web experience.

2. How is ChatGPT Atlas different from Google Chrome?

Chrome is built for manual browsing and relies on Google Search. Atlas uses ChatGPT to interpret intent, summarise information and even help users complete actions like comparing or purchasing products. It replaces the search bar with an assistant that understands context and goals.

3. Why does Atlas matter for eCommerce merchants?

Atlas changes how shoppers discover and buy online. Visibility will depend less on keywords and more on clear, structured information that AI systems can understand. Brands with complete data, credible reviews and strong content will stand out in this new environment.

4. How can eCommerce retailers improve visibility in ChatGPT Atlas?

Make sure your product data is complete and structured, with accurate pricing and stock levels. Invest in authentic reviews, earned media and PR coverage on trusted sources. ChatGPT values credibility and rewards brands that provide clear, consistent information across channels.

5. What is agentic browsing and why does it matter?

Agentic browsing allows ChatGPT to take actions on a website, such as checking stock or completing checkout. Retailers can prepare by adding ARIA tags, following WAI-ARIA best practices, and ensuring OAI-SearchBot can crawl their content.

6. Why does content structure matter for AI search?

AI reads pages much like people do. Use clear headings, bullet points and short paragraphs so content is easy to scan and understand. Well-structured pages help ChatGPT extract key details and present your brand confidently in search results.

7. How can Azoma help with ChatGPT Atlas optimisation?

Azoma helps brands implement and monitor AI visibility strategies. It identifies where your products appear inside ChatGPT, analyses the sources that influence visibility and helps you optimise product pages with complete schema and accurate data.

8. How can brands prepare for AI-led search?

Start by improving the basics: structure your data, refine your content and build credibility through reviews and media coverage. Keep your website accessible and technically sound. Tools like Azoma can help you track performance and stay visible as AI search continues to evolve.