Visibility on AI tools: when ecommerce takes a new turn
Search engines like Google still have a bright future ahead, but the rise of AI-powered searches is beginning to impact how users query the web. ChatGPT, Claude, Gemini, and other AI assistants now provide comprehensive answers directly to user questions, compare products, and subtly influence purchasing decisions. For ecommerce sites, this shift requires attention to a relatively new area: GEO (Generative Engine Optimization). This emerging discipline is somewhat redefining the rules of SEO.
A new way to connect brands and customers
The numbers are clear: ChatGPT has surpassed 400 million active users. It’s no surprise when we consider the capabilities of these large language models (LLMs) that extend beyond mere information retrieval. They understand, synthesize, and present information as personalized recommendations.
Consider the recent launch of ChatGPT Search: need stock quotes, sports results, or weather forecasts? Simply ask this new AI tool, and the information arrives directly, sourced and updated, without the need to open multiple tabs.
And this is just the beginning. With the launch of ChatGPT Shopping in April 2025, AI is starting to directly influence online purchases. According to eMarketer, 41% of American consumers prefer generative search for their online shopping.
Brands that wish to thrive understand this well: tomorrow, being mentioned by an AI will likely be as important as being well-ranked on Google today.
Ocarat: when anticipation becomes a major asset
In this context, the story of Ocarat deserves attention. This pure player in online jewelry anticipated this digital transformation as early as 2010. “GEO is for us what SEO was in 2010: a key visibility lever,” explains Grégory Pairin, CEO of Ocarat. This vision is now bearing fruit.
From intuition to success
With 30,000 references, 120,000 product variations, and 7,000 monthly clients, Ocarat has established itself in a market known for being difficult to digitize. The secrets of this success? An innovative approach to product presentation and data organization.
A proven strategy
The company has developed a unique method for presenting its products. Each piece of jewelry benefits from a rich, detailed, and structured description. Technical specifications, the history of the pieces, maintenance tips—everything is designed to be perfectly understood by both humans and machines.
The keys to success according to Ocarat
Ocarat’s experience highlights several decisive factors:
- A long-term vision for digital presence
- Particular attention to data quality and structure
- Continuous adaptation to new technologies
- A focus on user experience above all
Ocarat’s success story shows that it is not necessary to be a web giant to successfully transition to AI-enhanced ecommerce. The essence lies in the quality of information and its intelligent structuring.
GEO: more than a technical evolution
This new GEO approach is not just a simple update of SEO practices. Ecommerce sites must adapt their strategies. The goal is no longer just Google ranking, but creating relevant conversations and recommendations.
Agentic Commerce: the future of ecommerce?
PayPal is taking this evolution even further with the concept of Agentic Commerce. This innovative approach places AI agents at the heart of online transactions. These intelligent assistants not only recommend products but also automate complex workflows, manage validations, and can even facilitate the entire purchasing process.
This evolution promises to fundamentally transform the online shopping experience, making it more intuitive and personalized. PayPal is currently developing infrastructure that allows AI agents to dynamically adapt to customer needs while automating repetitive tasks for merchants.
Your ecommerce facing new AI challenges
This transformation of online commerce creates new opportunities, particularly for ecommerce managers who can:
- Effectively structure their product data
- Create relevant and quality content
- Maintain consistency across all sales channels
- Stay attuned to technological advancements
As we saw earlier with Ocarat, a methodical and thoughtful approach allows for favorable positioning in the face of these changes. There is no need to revolutionize your business model overnight; the important thing is to start adapting your ecommerce strategy now.
Conclusion
Online commerce stands at an interesting crossroads. On one side, traditional search engines maintain their importance; on the other, a new generation of AI tools is reshaping product discovery and the shopping experience. Online stores that can structure their data, enrich their content, and adapt their online presence now will position themselves favorably for the years to come. Ultimately, the goal remains the same: to create a seamless and satisfying shopping experience for the customer, whether through Google, ChatGPT, or the future advancements that AI will bring in the coming years.
