Agentic Commerce Product Feed

The Agentic Commerce sales channel serves as your central entry point for AI-driven product distribution. It allows you to make your products available on platforms like ChatGPT via a standards-compliant JSONL feed.

At the same time, you can measure the business impact of AI-generated traffic, for example, in terms of orders, customers, and revenue.

The sales channel is designed as a scalable foundation. This means you can seamlessly connect additional AI platforms in the future alongside ChatGPT and benefit from a future-proof approach to AI-based commerce.

Create a sales channel

In the menu of your Shopware Administration, go to Sales channels. Click the plus icon (1) to create a new Agentic Commerce sales channel (2). You will then be taken to the basic settings.

General

Basic settings

Template (1): Select a suitable template. Currently, the OpenAI template is available, allowing you to get started right away.
Name (2): Enter a unique name for the sales channel.
Mark sales channel as favourite (3): Optionally mark the sales channel as a favorite to find it more quickly.

OpenAI settings

In Shopware, properties such as color or size are not predefined system properties. If you want to use them, you first need to create them as properties in your shop. By default, only basic dimensions such as height, length, width, or weight (including units) are available.

To ensure AI platforms can process this information correctly, you need to map your existing properties to the corresponding fields (e.g. color, size, or size system) in the OpenAI settings. This mapping is required because there is no standardized structure for such properties.

The return policy URL is also mandatory. Since Shopware does not provide a unified return page and legal requirements vary by region (e.g. right of withdrawal in the EU), you need to provide your own page. This page should clearly describe the conditions under which products can be returned.

Return policy URL (1): Enter the URL so AI platforms can display your return conditions.
Variant color mapping (2): Assign a property for the variant color.
Variant size mapping (3): Assign a property for variant sizes.
Variant size system mapping (4): Define the size system for variants.
Variant gender mapping (5): Assign a property for gender.
Variant material mapping (6): Assign a property for material.
Custom variant mappings (7): Optionally define additional mappings for custom attributes.

Tracking codes

Affiliate code (1): Enter an affiliate code to assign orders and customers to this sales channel.
Campaign code (2): Optionally add a campaign code to analyze traffic and conversions in more detail.

Storefront sales channel

Storefront Sales Channel (1): Select the storefront sales channel that provides the product data.
Storefront domain (2): Define the domain used for product URLs.
Currency (3): Select the desired currency. This field appears once a storefront sales channel and domain are selected.
Language (4): Automatically determined based on the selected sales channel.
Customer Group (5): Automatically filled based on the selected sales channel.

Product export

Export variants as discrete products (1): Enable if each variant should appear individually in the feed.
Interval (2): Define how up-to-date the feed should be (e.g. “Live”).
Generate via scheduler (3): Enable this option to let the system automatically generate the export. If disabled, the feed is generated when the URL is accessed, which may result in longer loading times after the interval expires.
Dynamic product group (4): Select a dynamic product group to define which products are included in the feed.

Status

Active (1): Enable the sales channel so it is accessible for API connections and feeds.
Maintenance (2): Optionally enable maintenance mode while making changes.
IP addresses allowlist (3): Add IP addresses to allow continued access.
Change default maintenance layout here (4): Customize the maintenance page layout.

Delete sales channel

You can permanently delete the sales channel using the Delete Sales Channel button.

Note that this action cannot be undone.

Integration

Set up OpenAI connection

Go to chatgpt.com/merchants and register as a merchant.
Copy the export URL of your feed and submit it to OpenAI according to the product feed documentation.
Make sure the export URL is publicly accessible.

Notes on the OpenAI connection

The export provides a JSONL feed that OpenAI regularly retrieves to index your products.
Product changes are automatically reflected depending on the generation interval.
Ensure the feed URL is permanently accessible and does not require authentication.
If the feed is not publicly accessible, your products cannot appear on AI platforms.
It may take some time after submission for products to appear in ChatGPT search results.
If issues occur, verify that the feed is generated correctly and contains valid product data.

Template

Customize feed template

Header row: Define optional entries that appear once at the beginning of the feed.
Product row: Contains the logic for exporting product data and is executed for each product.
Footer row: Optionally add content at the end of the feed.
The template uses Shopware’s Twig syntax for flexible customization.
Use Test template to validate functionality.
Use Generate preview to view sample output.
Use Reset to default to restore the original template.

Insights

Analyze insights

Referred orders: See how many orders were generated via the Agentic Commerce channel.
Referred customers: See how many new customers were acquired via AI platforms.
Referred turnover: Get an overview of revenue generated through this channel.
Use the time filter (e.g. “Last 30 days”) to adjust the analysis.