GEO for e-commerce: You might see the rules of online shopping changing

“Recommend a durable suitcase for international trip”

“Best sunscreen for oily skin?”

These are not Google queries anymore. They are prompts users are typing into tools supported by artificial intelligence, such as ChatGPT, Google Gemini and Perplexity. You might even see some voice assistants addressing these questions.

The future of e-commerce is here. The best product is not the one that ranks number one on Google but the one that artificial intelligence remembers and mentions. This fresh battleground for brands is Generative Engine Optimization (GEO).

GEO is the art of getting your product, brand or service recommended by generative AI platforms. Search Engine Optimization (SEO) used to be about landing on Page 1 of Google. But GEO is more.

Generative engines influence buying decisions

Generative Engine Optimization (GEO) is immensely important for online retailers because,

1. Product discovery is getting conversational

Users are increasingly relying on tools supported by artificial intelligence to guide their purchase journey – from product selection to comparison and checkout recommendations.

2. Organic SEO alone cannot guarantee visibility

If artificial intelligence is skipping SERPs to summarise results in natural language, traditional Search Engine Optimization (SEO) tactics are no longer enough.

3. Generative engines influence buying decisions

41% of GenZ shoppers trust artificial intelligence more than Google in terms of choosing among similar products, according to a 2025 Statista report.

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