Barely a few years ago, the construction of an online store meant obsessed with keywords, title labels and metadata. If you have nailed your referencing game, your product may well appear on page one from Google. But this game changes – fast.
Platforms like Google and Openai inaugurate a new way of discovering products – one that is conversational, visual and more and more fueled by large language models. Instead of typing “best leather tote in £ 200” and click on research results, buyers could ask an AI assistant to recommend something that corresponds to their atmosphere, their wardrobe or their mood. It is not only a question of finding products – it is about feeling your path.
This change has enormous implications for electronic commerce sites. Brands must now reclassle how they structure their content. Clean data, descriptions of rich products and an infused narration of emotion occupy the front of the scene.
The diagram is the new SEO
For those in electronic commerce trenches, terms like Schema.org, LLMS.TX and structured data may resemble a technical jargon. But consider them new behind the scenes for the visibility of the AI. If your site does not feed on proper structured data in the spirit of algorithmic hive, you are invisible. The generative research of Google (SGE) is already organizing shopping guides led by AI, and these are drawn from high quality structured content-not just the strongest keyword in the room.
Add to that the rise in visual trade first. The generation of AI images is no longer only for fun Instagram filters – it is used by brands like Zalando to provide personalized fashion recommendations. Customers do not want categories; They want experiences. And the AI offers exactly that.
AIO: The fashionable word that you cannot ignore
If you always hang on to “SEO Expert” on your LinkedIn profile, it could be time for a brand change. The industry whispers now (and sometimes shouts) on “AIO” – OPPOSIMATION AI. This means adapting your content not for Google Spiders, but for multimodal AI models that mix text, images and even voice.
Retailers like Wayfair and Shopify experiment with tools to discover natural language products. Ask for a “comfortable reading chair that corresponds to the foam green curtains”, and you will receive an organized carousel powered by IA inference rather than traditional metadata.
The voice of the mark meets the understanding of the machines
But this is where things become interesting: it is not only data. It's about voice– And not the robotic genre. AI needs stories. Emotion. Intention. Brands that inject heat, identity and story into their products of products see better placement in the experiences organized by AI. It is less “handbag in brown leather with bracelet”, more vintage inspiration card perfect for the writing sessions of the afternoon rainy coffee.
And if it looks like a dream work of an editor, it is sort of. It is only now, the copy must please both humans and algorithmic muses.
It's no longer optional
Do not make ourselves – it is not a future trend. It happens right away. Startups creating AI electronic commerce sites must align with these new content standards or fully risk the IA discovery flows. The good news? New tools are emerging to help. For example, the recent acquisition of Deliverr Shopify shows its thrust to intelligent logistics and the conservation of products improved by AI.
In parallel, giants like META experiment with customer service and shopping boots powered by LLM inside WhatsApp, providing a discovery led by AI directly in the cat.
Final thought
We are not just going from research to suggestion. We are going Navigation based on intention has Emotions based interaction. This means that the brands that win will be those that are not only used by products – they serve relevance, resonance and a fucking good story.
Electronic commerce does not die. It changes. So, if you always write “the best 2025 women's racing shoe” fifty times on your product page … it may be time to start whispering in their own love language.