In this new world we are all working out what strategies we should be using to get found. AI ecommerce strategies is an increasing priority. Everyone we talk to is concerned about search. So what are the options out there – and how do they rank in terms of priority?
The rise of Large Language Models (LLMs) like Gemini and ChatGPT has sent ripples throughout the marketing world, particularly concerning search visibility. Coupled with the drop in click rates. We’re all grappling with the best strategies to get found in this evolving landscape. While “create good content” is the common advice, it’s not going to help in today’s complex digital ecosystem. Content quality is essential, but without discoverability, even the most brilliant content will remain unseen.
This post explores five strategies for navigating the intersection of ecommerce and AI, moving beyond the tired “good content” mantra and delving into practical, actionable advice.
Chapter 011. Optimize for Conversational Search:
The way people search is changing. ChatGPT and Gemini prompts are typically much longer and more conversational than traditional Google searches. This means your content needs to adapt. Instead of focusing solely on short keywords, prioritize answering complex questions and addressing specific pain points. Think context, context, context.
- Strategy: Create in-depth content that educates your audience, clearly articulates their problems, and demonstrates how your products or services provide solutions. Focus on long-tail keywords and conversational phrases.
- Feasibility: High, but requires a deep understanding of your target audience’s language and search habits. Resource allocation is crucial, as creating high-quality, long-form content can be demanding. Consider your target audience’s AI adoption rate; younger demographics are more likely to use these tools, impacting the potential ROI of this strategy.
- Key Insight: Shift from traditional SEO metrics to content that actively supports learning, problem-solving, and creative tasks. (Source: Brenna Kelly, via Semrush)
“For marketers and content creators, this data reveals an emerging reality: success in this new landscape requires a shift from traditional SEO metrics toward content that actively supports learning, problem-solving, and creative tasks.” Brenna Kelly , Semrush
Chapter 02
Chapter 032. Understanding the Purpose of LLM Interactions:
A crucial point often overlooked is the user’s intent when using LLMs. People often seek answers within the LLM interface, not necessarily to be redirected to an external website. This has significant implications for ecommerce brands.
- Strategy: Consider whether your business model aligns with thought leadership and brand awareness. If you aim to be a recognized authority in your field, providing valuable information within LLMs (even without direct click-throughs) can be beneficial for long-term brand building. However, for smaller businesses focused on direct sales, this approach may not be the most efficient use of resources.
- Key Insight: Users often view LLMs as the destination for information, not a stepping stone to other sites. (Source: Mordy Oberstein) This trend is further amplified by large platforms increasingly prioritizing keeping users within their own ecosystems, reducing traffic to smaller websites.
“It means, to me, that users don’t see searchGPT or chatGPT as a portal to “more.” They don’t see it as a vehicle to getting to where they may ultimately want to go. It’s an end. It’s a place to get the information, not a facilitator. “ Mordy Oberstein
Chapter 04
Chapter 053. A PR-First Approach:
Consistency is key in the age of AI. LLMs learn by aggregating information from multiple sources. A unified brand message across all online platforms is crucial for shaping how AI perceives and represents your brand.
- Strategy: Standardize your brand messaging across all online touch points, including your website, social media profiles, speaker bios, and any other platforms where your brand is mentioned. Ensure your messaging clearly articulates the problems you solve and the value you provide.
- Feasibility: Relatively high, especially for established brands with existing online presences. Requires a comprehensive audit of current messaging and a commitment to maintaining consistency.
If you want to learn more about this I would suggest listening to Rand Fiskin on LinkedIn
Chapter 06
Chapter 074. “Teach First” Strategy:
This involves proactively feeding your content into search engines and other platforms to “train” AI models on your brand and products.
- Strategy: Make your content easily accessible and indexable by search engines. Consider participating in initiatives that allow you to directly contribute your data to AI training.
- Feasibility: High, as it’s largely within your control. However, the effectiveness of this strategy is still being evaluated.
Chapter 08
Chapter 095. Balanced Approach and Core Principles:
Navigating the world of AI-driven marketing requires a balanced approach. It’s still a relatively new and evolving field, and no one has all the answers.
- Recommendation: Combine the strategies outlined above, focusing on those that best align with your business goals and resources. Prioritize understanding your target audience, their needs, and how they interact with AI tools. A strong foundation in core marketing principles, such as audience understanding, remains crucial. Don’t abandon traditional SEO and marketing tactics; integrate them with your AI-focused strategies.
Chapter 10
Chapter 11Conclusion for AI ecommerce strategies:
It is still very much an unknown tool – no one knows all the answers but being willing to learn and try new strategies and learning from those testing out different options will help to drive results.
The landscape of ecommerce and AI is dynamic and constantly changing. By embracing a strategic and adaptable approach, focusing on conversational search, consistent messaging, and a deep understanding of your audience, you can position your brand for success in this new era. Here at eStreamly we are going to keep experimenting and iterating. We aim to keep learning and sharing what we understand along the way.
What thoughts would you add in?
eStreamly is a video commerce platform that enables brands and retailers to create shoppable videos and host live shopping events across multiple channels, including websites, social media, SMS, and email. By integrating with e-commerce platforms like Shopify, WooCommerce, Magento, and BigCommerce, eStreamly allows seamless in-video checkout, transforming videos into direct sales tools. The platform offers features such as real-time audience engagement, cross-platform broadcasting, and detailed analytics to enhance customer interaction and drive sales.
