Google Merchant Center vs Microsoft Merchant Center vs ChatGPT Shopping: Where Your Products Need to Be

US shoppers now discover products in three very different places: Google, Microsoft’s Bing and Copilot, and ChatGPT. Each has its own way of receiving your catalog. This comparison explains where each one shows your products, what it needs from you and in what order to tackle them.

The short answer

Start with Google Merchant Center, because it has the largest reach and the strictest data requirements. Then extend the same feed to Microsoft Merchant Center. Then make sure your catalog is ready for ChatGPT and other AI assistants. One clean catalog serves all three.

Side by side

Google Merchant Center: the foundation

Google Merchant Center is where most stores already have a feed, and its requirements are the most detailed: identifiers, attributes, shipping, returns and policy compliance. A feed that passes Google’s review is usually ready for everything else.

Microsoft Merchant Center: the easy second step

Microsoft Merchant Center can import an existing Google Merchant Center setup, which makes it one of the fastest ways to reach more shoppers. It also feeds Copilot, Microsoft’s assistant, which launched in-chat checkout in January 2026. Our Microsoft Merchant Center and Copilot setup guide covers the steps.

ChatGPT: the newest and least settled

OpenAI launched Instant Checkout in ChatGPT in September 2025, but its shopping plans have changed since then. What matters for stores is being recommended when shoppers ask for products, which depends on accessible, complete product data. See how to get your products into ChatGPT Shopping.

How they connect

All three run on the same raw material: your product catalog. Build it once, well, and distribute it. That is the idea behind one product feed for every AI channel. For how each assistant behaves with shoppers, read ChatGPT vs Gemini vs Copilot, and for the bigger picture, agentic commerce explained.

Our Google Merchant Center agency builds that foundation and extends it to Microsoft and AI channels.

FAQs

Can I copy my Google feed to Microsoft Merchant Center?

Yes. Microsoft Merchant Center offers an import from Google Merchant Center, so you don’t need to rebuild your feed.

Do I pay to appear in ChatGPT?

Product recommendations in ChatGPT are not sold as ad placements. Visibility depends on your product data and how accessible it is.

Which one should I do first?

Google Merchant Center. Its standards are the strictest, so meeting them prepares you for the rest.

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