ChatGPT represents the future of AI in e-commerce. It has already generated much excitement and interest within the tech community and numerous other industries. While OpenAI developers caution that the AI model still has some flaws, it can deliver significant value when used while considering its weaknesses.

In this blog, we discuss the key advantages and challenges of ChatGPT in e-commerce. We also show you how to implement it in your own online store.

What is ChatGPT?

ChatGPT is an AI-powered language model developed by OpenAI. It is based on the Generative Pre-trained Transformer (GPT) architecture. The model is trained to understand and generate human language. It can answer questions, generate descriptions, hold conversations, summarize text, and perform other language tasks.

OpenAI is a company dedicated to researching artificial intelligence (AI) since 2015. It aims to develop AI in a responsible and beneficial manner. Safety is a crucial aspect for OpenAI, as evidenced by the fact that ChatGPT was released only in November 2022, despite being ready in February of that year. This was because OpenAI wanted to ensure that the tool would not answer dangerous or inappropriate questions, such as “How do I make a nuclear bomb?”.

What is the Strength of ChatGPT in E-commerce?

ChatGPT has several unique features that distinguish it from other chatbots and AI tools in e-commerce. Here are some of the key ones:

1. Language Understanding

ChatGPT excels in understanding and generating natural language. It can interpret complex sentences and questions, combining information from various sources to provide relevant answers.

2. Knowledge

ChatGPT has a wide range of information and knowledge gained during its training. It possesses general knowledge across various domains such as science, history, and technology.

3. Creativity

ChatGPT is a creative and original model capable of generating ideas, telling stories, and solving problems. It can also create textual content like poems, essays, code, etc.

4. Versatility

ChatGPT is a versatile and adaptable model that can communicate in multiple languages and adjust to different styles and tones. It can engage in formal and informal conversations, use technical terms, and adapt to the user’s conversational style.

5. Ease of Use

ChatGPT is an accessible and user-friendly model that can be deployed in various applications, including answering questions, providing explanations, assisting with tasks, and more. It can also remember the context of previous questions, allowing you to refine your search further.

What are the Limitations of ChatGPT in E-commerce?

While ChatGPT is an impressive and promising AI tool, it is not without its flaws. It still has some limitations and challenges that need to be addressed before it can be fully trusted and deployed in e-commerce. Here are some of the key ones:

1. Lack of Recent Data

ChatGPT bases its output on data collected up to September 2021. Therefore, it cannot provide answers to questions about current situations and recent developments. It’s advisable not to ask questions about the latest news, trends, or events. If you need more recent data, you can try the paid version of ChatGPT, which integrates with Bing (Microsoft’s search engine).

2. Hallucination Effect

ChatGPT may sometimes invent information or sources to make the content more interesting. This is also known as hallucination. This can lead to incorrect, inappropriate, or misleading output, especially in longer content types such as whitepapers and articles. Therefore, you should always check and verify the output before using or sharing it.

3. Objectivity

ChatGPT can be influenced by biases, errors, or manipulations present in the data on which it is trained. As a result, the AI tool may unintentionally provide answers that are subjective or even sexist or discriminatory. This can damage the credibility and reputation of the output. Additionally, ChatGPT does not understand nuance and may therefore struggle with humor and sarcasm. So, you should be cautious when using ChatGPT for sensitive or controversial topics.

What Can ChatGPT Mean for Your Online Store?

ChatGPT can be a powerful ally for your online store if used correctly. It can help you provide your customers with a better and more personalized shopping experience, effectively promote and sell your products and services, and optimize your business processes and results. Here are some potential applications of ChatGPT in your online store:

1. Information Extraction

ChatGPT can extract information from various sources such as product descriptions, customer reviews, web pages, etc. It can use this information to answer questions, provide explanations, make comparisons, and more. This can help you better inform and convince your customers about your products and services.

2. Personalization

ChatGPT can offer your customers a personalized shopping experience by leveraging their preferences, interests, behavior, and feedback. It can provide your customers with personalized recommendations, promotions, discounts, etc., tailored to their needs and desires. This can help you retain your customers and increase your conversion rate.

3. Intelligent Chatbot

ChatGPT can act as an intelligent chatbot, greeting, informing, advising, and guiding your customers during their shopping journey. It can also help your customers with their questions, issues, feedback, or complaints, keeping them satisfied and loyal. This can help you improve your customer service and reduce your costs and workload.

4. Product Text Writing

ChatGPT can write product texts that present your products and services in an attractive and convincing manner. It can use text, images, videos, music, etc., generated or selected by ChatGPT based on user descriptions and preferences. This can help you improve your product offerings and differentiate yourself from the competition.

5. Text Translation

ChatGPT can translate texts, making your online store accessible to customers from different countries and regions. It can communicate in different languages and adapt to different cultures, styles, and tones. This can help you expand your market reach and diversify your customers.

6. Marketing

ChatGPT can assist you with your marketing efforts by leveraging the insights gathered from interactions and feedback from your customers. It can help you optimize your customer satisfaction, product offerings, marketing strategy, pricing, inventory management, etc. It can also help you track your competition, identify market trends, discover opportunities, and stimulate innovation.

Prompt Engineering: Getting Started with ChatGPT

Now that you know what ChatGPT is and the impact the tool will have on the e-commerce industry, it’s time to get started with it yourself. We do this through prompt engineering.

Prompt engineering is the process of writing, refining, and optimizing input, or “prompts,” to encourage generative AI systems to create specific, high-quality outputs. A prompt is a natural language text that describes the task an AI needs to perform. A prompt can be a question, a command, or a longer statement with context, instructions, and conversation history.

Prompt engineering may involve formulating a question, specifying a style, providing relevant context, or assigning a role to the AI, such as “act like a native French speaker.” A prompt may also include a few examples for a model to learn from, such as asking the model to complete “maison → house, chat → cat, chien →” (the expected answer is dog), an approach called few-shot learning. When communicating with a text-to-image or text-to-audio model, a typical prompt is a description of a desired output, such as “a high-quality photo of an astronaut riding a horse” or “Lo-fi slow BPM electro chill with organic samples.”

To give you good guidance for crafting strong prompts, below is a step-by-step plan for this process.

1. Be Specific and Clear

Use a verb and an intention to formulate your prompt. For example, “Rewrite this to make it shorter” is better than “Shorten this.”

2. Assign a Role to ChatGPT

Tell ChatGPT what style and tone you want it to use by specifying a role, such as “Write like a professional copywriter” or “Write like a social media influencer.”

3. Provide Conditions and Expectations

ChatGPT is new to your organization and lacks much context and history. Therefore, provide clarity about the conditions and expectations, and avoid assumptions. For example:

  • How long can the result be, how many paragraphs and lines?
  • What topics and subtopics do you want to see?
  • What style and tone of voice do you want to use?
  • What things should be avoided?

4. Be Rigorous and Iterate

ChatGPT is not perfect and may sometimes make mistakes or fail to meet your requirements. In such cases, try using synonyms or different wording. You can also further refine your prompt to improve the output.


In this blog, we have explored the immense potential of ChatGPT in e-commerce, as well as the challenges it brings. ChatGPT represents the future of AI in the online retail world, with its ability to understand and generate natural language, extract information, deliver personalized experiences, and even produce creative content.

Although there are still some limitations, such as the lack of recent data and the potential for hallucinations, these can be addressed with the right approach and precautions. By embracing prompt engineering and working closely with ChatGPT as a digital colleague, we can maximize its potential and take our online stores to new heights.


Are you curious about what ChatGPT can do for your online store? Or do you have more questions about ChatGPT or AI in general? Feel free to contact us via the website or send an email to Guus ( We’d love to hear from you!