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If you run a Shopify brand, your marketing mix likely looks pretty standard: Meta for discovery, Google for intent, and maybe a bit of TikTok or email retention to keep the lights on.
But the ground is shifting. OpenAI is testing ads in ChatGPT.
We are seeing a lot of noise in the industry right now—agencies promising "ChatGPT Ad Management" and software tools claiming to integrate AI search before the API is even public.
Let’s strip back the hype. As an ecommerce accountant, I look at the numbers, not the trends. Here is the reality: ChatGPT ads are not live in the UK yet.
They are currently being tested in the US, with a wider rollout expected to follow. But if you wait until the button appears in your dashboard to think about it, you’ve already lost the first-mover advantage.
This guide isn’t about spending money today. It’s about preparing your business, your data, and your budget for the biggest shift in advertising since Facebook launched the News Feed.
Before you try to allocate budget, you need to understand where we actually stand.
OpenAI has confirmed they are testing advertising prototypes within ChatGPT. However, the rollout is following a standard tech trajectory: Silicon Valley first, broader US second, and the UK/Europe further down the line.
For a UK Shopify seller, this is a "watch and wait" period—but an active one. The US market will act as a testing ground. We will get to see what works and what burns cash before the feature goes live here. Use this time to observe, not to stress.
If you treat ChatGPT like Google, you will waste your budget.
Google is a catalogue; it connects a keyword ("mens leather boots") to a list of links. You pay to be at the top of that list.
ChatGPT is a conversation; it connects a problem ("I need durable boots for a muddy festival that still look good") to a solution.
Google Ads: Rely on keywords and bidding wars. ChatGPT Ads: Rely on context and "intent."
When AI search engines recommend a product, they are looking for the best answer to the user's prompt. This means your product isn't just fighting for a slot; it's fighting to be the "answer."
Sam’s Note: This is a fundamental shift in how you structure your product data. If your Shopify descriptions are just bullet points of specs, an AI might struggle to understand why your product is the solution.
Since we cannot technically integrate with ChatGPT ads yet (the software layer simply doesn’t exist for the general public), preparation is about "data cleanliness."
AI models are hungry for data, but they hate mess. If your Shopify backend is a chaotic mix of broken SKUs, vague descriptions, and messy inventory tags, the AI won't know how to recommend you.
Your product descriptions need to be written for humans, but structured for machines.
ChatGPT favours authoritative sources. If your brand is mentioned by other reputable UK sites, press outlets, or influencers, the AI "trusts" you more. Now is the time to double down on PR and genuine customer reviews.
This is the part most agencies won't tell you. New ad channels are volatile.
When ChatGPT ads eventually hit the UK, the Cost Per Click (CPC) might be low initially, but the conversion rates will be unpredictable.
I often see brands pull budget from a high-performing Meta campaign to throw it at the "next big thing." This is dangerous.
The 70/20/10 Rule for 2026:
Set aside 5-10% of your marketing budget specifically for testing new waters. If you lose it, your business survives. If it works, you’ve found a goldmine.
With a new channel, attribution will be messy. You won't always know if a sale came from a ChatGPT recommendation or a Google search. Focus on your MER (Total Revenue / Total Ad Spend). If you start spending on AI ads and your overall MER drops significantly without a lift in revenue, pull back.
We don't run your ads. We make sure your business is healthy enough to afford them.
Growth requires cash flow. If you want to test a new channel like ChatGPT in late 2025 or 2026, you need to know exactly what your break-even ROAS is. You need to know that your VAT liabilities are covered and that your inventory planning can handle a sudden spike in demand.
We help Shopify founders look at the whole picture—tax, cash flow, and profit margins—so when the new tech arrives, you can invest with confidence, not guesswork.
Sam Hoye is the founder of Social Commerce Accountants, a specialist UK accountancy firm for ecommerce brands. Working with Shopify sellers, TikTok Shop creators, and Amazon FBA businesses, Sam helps online entrepreneurs navigate tax, cloud accounting, and sustainable growth.
This guide is not financial advice. All content is for educational purposes only. Please consult a qualified accountant or financial advisor to discuss how these strategies apply to your specific business circumstances before making any financial decisions.
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