ChatGPT Supports e-Commerce: 7 Ways To Support Growth

With the arrival of ChatGPT, the e-commerce industry faces substantial change. The power of this Open AI large language model is not limited to generating texts, images, and graphics and maintaining a conversation flow but extends to ways ChatGPT supports e-commerce in ways limited only by your imagination. Today, we’ll discuss seven ways to use ChatGPT to support your e-commerce efforts.

chatgpt supports e-commerceAs an example, an AI-driven chatbot can streamline many processes and drastically reduce your store teams’ workload. With the help of developers providing custom ChatGPT development solutions, brands can fine-tune the AI model to their specific business needs and significantly increase their store teams’ performance.

In this article, we’ll explain how ChatGPT operates, show fascinating examples of ChatGPT and e-commerce collaboration, and touch upon some limitations the AI model has.

Diving into ChatGPT technology

GPT stands for Generative Pre-trained Transformer. It’s a large AI language model (LLM) trained on vast amounts of text data gleaned from a number of online sources (several prominent online sources, including the NY Times, Microsoft, and Reddit, are currently suing OpenAI (the parent company) for copyright infringement) to produce a tool capable of supporting human-like conversation. This interactive chatbot is powered by a mix of cutting-edge technologies, allowing it to understand and generate responses to queries and product human interactions that simulate a human response.

Machine Learning (ML) and Deep Learning (DL) technologies account for ChatGPT’s potential to train on diverse datasets, understand words in context, and generate relevant responses. ML and DL algorithms help the model learn over time to improve its conversation abilities and produce relevant responses.

ChatGPT applies natural language processing, a form of artificial intelligence, enabling computers to understand, generate, and interpret human language.

The Transformer framework builds a basis of ChatGPT. It’s a type of neural network architecture adept at processing sequences of data, such as texts, videos, audio files, or images, along with storing and connecting previous information in a conversation or a document for maintaining context. Attention mechanisms in the Transformer architecture tell ChatGPT which words to focus on and which to ignore when analyzing data before formulating human-like responses.

Chatgpt utilizes tokenization (breaking text into smaller chunks called tokens for better analysis) and decoding algorithms to construct a contextually appropriate answer. Reinforcement learning from human feedback (RLHF) is an indispensable part of ChatGPT’s training process. This involves human interaction with the model to help it submit the most accurate, helpful, and unbiased responses to queries.

All these technologies combined turn ChatGPT into a resourceful tool for many industries. And, it doesn’t matter if you understand the technology underpinning ChatGPT to take advantage of the ways ChatGPT supports e-commerce. Just know that ChatGPT supports e-commerce and here are some ways you can use the technology to help your e-commerce business grow.

How ChatGPT supports e-commerce

As a large language model, ChatGPT offers a wide range of benefits for online retailers, from personalized product recommendations and round-the-clock customer support to content creation and automated feedback analysis, to name a few. Let’s take a closer look at some of the ways ChatGPT supports e-commerce by investigating a few use cases.

1. Write vivid product descriptions

Consumers buy products because they solve a problem and do it better than alternatives. Product descriptions are integral to this decision-making process. ChatGPT is the go-to solution for e-commerce teams struggling to craft engaging copy to use on their product landing pages. With the interactive chatbot, you won’t suffer from a creative block, as you can use the program to generate various descriptions that might resonate with your target market.

The success of your efforts comes from using prompts effectively. Prompts are basically instructions or questions that users enter to get answers from the tool. Add as many details as possible: product type, key features and benefits, and common use. You can even ask ChatGPT to include relevant keywords to rank higher on SERPs (search engine results pages). The more details you add to the prompt the better the outcome.

In the example below, we asked ChatGPT to describe a female Bershka oversized black coat in a gray pinstripe.

chatgpt supports e-commerce2. Write content for email marketing and other content needs

Most small businesses struggle to create content to satisfy their many needs, from email messages to blog posts. Yet, these digital content efforts are crucial for effective communication with customers, promoting products, reducing cart abandonment, confirming orders, and more.

ChatGPT can whip up tailored content for any need, including blog posts and email messages, within seconds. I commonly start a new post by interacting with ChatGPT to create an outline of my post. This reduces my effort to create daily content and results in posts that consider a broader range of topics related to my post. Obviously, an effort to flesh out and support the content with links to other authorities helps my content perform better.

Make the most of the model’s capabilities related to email marketing by integrating it into your email marketing software via API. Besides crafting catchy email copies in a jiffy, ChatGPT can also analyze customer data and deliver personalized messages that resonate with your target audience.

Check out the following prompt for ChatGPT:  “Write a welcome email thanking new subscribers for joining the reading community formed by an online bookshop. Be concise and friendly.

chatgpt email message3. Improve customer service

ChatGPT cannot fully replace human agents in customer service, yet. However, integrating the chatbot into e-commerce platforms via an API makes it possible to automate many routine customer service tasks.

By analyzing customer data, purchases, and browsing history, ChatGPT can provide personalized responses and notify clients about sales, stock levels, limited offers, and order status. Moreover, this AI chatbot acts as a tireless assistant ready to answer customer questions 24/7 and serve multiple clients simultaneously. With this ability, e-commerce businesses can drastically reduce response times, leading to increased customer satisfaction. While managing common queries, GPT chatbots free up your human assets to handle more complex requests, resulting in less wait time for all customers.

There’s always a possibility of dealing with customer queries manually, relying on ChatGPT.  Use this prompt as an example when addressing a client’s problem.

Prompt: “Write a polite response to the customer’s question: “I bought a LEGO Mini Disney Castle. The package was in bad condition; some details were missing, and some simply didn’t fit. I want a refund”.

chatgpt for customer serviceAbove is my solution: send me the picture of the box and the castle, and attach the invoice. I will return the money within five days.”

4. Enhance social media campaigns

ChatGPT allows eCommerce companies to use social media to their fullest potential. The conversational AI tool easily copes with creative tasks like writing posts and building a content calendar that keeps the firm on track to post on an optimal schedule. If you’re not a writer or marketer, the mere thought of crafting a social media campaign or writing a captivating Instagram post on a daily basis will probably throw you into a panic. Don’t fret! ChatGPT will take care of everything. All you need is to enter a good prompt. In fact, many social media tools like Buffer integrated AI into their platform to auto-generate content based on your needs.

Suppose you want to create an Instagram post promoting a new musical plush toy for toddlers. You ask ChatGPT to include the words: lush elephant, handmade, non-toxic, hypoallergenic materials, auto-shutoff, five lullabies, and four soothing white noise records.

chatgpt for social mediaChatGPT is your trusted tool for creating a content calendar. Social media content calendars determine what you share with your audience, where, and when. With everything planned, eCommerce companies can efficiently engage with their followers and increase brand awareness. ChatGPT makes your content calendar not only consistent but also diverse and captivating.

Prompt: “Help me create a 7-day content calendar for a beauty company. This week, we’re featuring the following products: cherry lip gloss, volume mascara, and matte liquid eyeshadow. Stick to a tabular format.”

With ChatGPT, it’s easy to become a pro at generating captions. Well-crafted captions containing relevant keywords and phrases complement visual content, grab viewers’ attention, and increase your chances of appearing in search results. I also use ChatGPT to provide captivating headlines I’ll use in future content efforts.

Prompt: Help me create three compelling Instagram captions to promote a soothing night cream and encourage users to buy it in our store.

When the output text doesn’t catch your eye, you can ask ChatGPT to rephrase it and you’ll get another option in a few seconds. You can either use the same prompt or specify changes you’d like to see by modifying the prompt. Either way, it’s much easier to rewrite the generated result than sit in front of a blank page.

5. Gain insights from customer reviews

Product reviews are a valuable data source for e-commerce businesses. By analyzing users’ feedback, companies can understand customers’ sentiment (what people think and feel about a service/product) and determine ways to improve clients’ shopping experience. Of course, processing all this information manually is a challenge. Copying and pasting the reviews into the ChatGPT’s interface will take up much precious time from the store teams. The perfect answer in such a case is integrating the AI model into your CRM platform to collect and analyze customer feedback automatically.

Customizing ChatGPT to a feedback workflow gives businesses a competitive edge. After sifting through myriads of reviews, the AI tool recognizes common themes and frequent issues users have with a product or service. This information is of great value for store owners, as it helps them identify areas for improvement. ChatGPT shines at evaluating sentiment and emotions in customer feedback. It pays attention to the language people use in the comments and determines if the feelings expressed are positive, negative, or neutral.

In the following example, we fed a bunch of reviews on a women’s long puffer jacket into ChatGPT and asked the model to analyze the general sentiment. This variant of feedback processing will suit small business brands that don’t have the resources to set up a CRM platform and customize ChatGPT.

chatgpt for reviews6. Generate compelling ad copies

In case you’ve run out of ideas for an ad copy, ChatGPT will back you up. The free-to-use tool will create as many variants as you ask within seconds. Remember only to give precise prompts for better responses. In the following example, we asked ChatGPT to generate three Facebook ad copy ideas to persuade customers to buy a brush for curly hair.

chatgpt for ad copyChatGPT is also helpful when deciding which ad option to choose. In the context of the given example, the AI model explained why the first variant is more effective.

determining the best ad copy7. Personalize product recommendations

A flawless customer experience lies at the heart of any successful online store. By personalizing their offers, businesses have a better chance of selling new customers and retaining existing customers, generating customer loyalty and driving sales. To maximize its capacities, companies should integrate the AI tool into their e-commerce platform. This way, the tool can access internal databases and user-specific information to provide more accurate suggestions.

ChatGPT analyzes various types of customer data: browsing history, details of past purchases, items in a wish list and shopping cart, users’ ratings and reviews, demographic information (age, gender, location), and other points to tailor recommendations according to clients’ needs. Considering new products, seasonal trends, and ever-changing customer preferences, the ChatGPT model has the potential to provide users with more relevant recommendations that respond to their current interests.

Verifying ChatGPT responses

While ChatGPT supports e-commerce, it’s not devoid of flaws. Although trained on massive data, the chatbot still doesn’t know everything and may sometimes produce incorrect or biased answers. Therefore, it’s necessary to check important information rather than using it mindlessly. ChatGPT’s knowledge base varies depending on the model. GPT 3.5 is clueless about recent events because it was trained on a dataset up to January 2022. And GPT-4’s cutoff date is restricted to April 2023. Moreover, the large language model fails to handle queries on highly specific, niche topics now and then.

Relying purely on ChatGPT in content creation is a slippery slope. Since the GPT chatbot generates answers based on patterns it learned from multiple resources, the information may show some redundancies. The biggest failing I find in the platform is that it weights information equally rather than providing increased weight to more respected resources. In marketing, I find it gives the same credence to some self-proclaimed expert as it does to the Harvard Business Review, which is nonsensical. Further, posting ChatGPT results creates duplicate content, which hurts your SEO.

Optimizing texts, adding a human touch, and citing information are essential for ranking higher in search results.

Wrapping up

ChatGPT-e-commerce cooperation extends beyond crafting captivating messages for ads, emails, and social posts. By harnessing the power of the AI tool and customizing it to particular business needs, companies can offer users a more personalized shopping experience and near-instantaneous customer support.

Despite certain ChatGPT’s limitations, the AI model will remain a trusted ally in the e-commerce industry. Giving detailed instructions, revising output responses, and implementing human supervision will mitigate risks and ensure high-quality content.

About the author

Art Malkovich is CEO and co-founder of Onilab, an eCommerce development company. He has about 10 years of experience in team management and web development for eCommerce. He is passionate about keeping up with recent technologies and working on innovative projects like headless commerce solutions and PWAs in particular.

Need marketing help to support business growth?

We welcome the opportunity to show you how we can make your marketing SIZZLE with our data-driven, results-oriented marketing strategies.  Sign up for our FREE newsletter, get our FREE guide to creating an awesome website, or contact us for more information on hiring us.

Hausman and Associates, the publisher of MKT Maven, is a full-service marketing agency operating at the intersection of marketing and digital media. Check out our full range of services.