Semrush Reports Overlap Between ChatGPT and Google Shopping

Products appearing in ChatGPT shopping carousels often also rank in Google Shopping, according to Semrush. The company reports that 83% of the carousel products it identified also appeared within Google Shopping’s first 40 results.

The finding gives marketers a way to consider the relationship between the two shopping surfaces. It points to an overlap in the products shown, rather than establishing that the services use the same ranking process. A product’s presence in Google Shopping’s top 40 does not, by itself, demonstrate why it appeared in a ChatGPT carousel.

The direction of the comparison matters. The reported percentage describes ChatGPT carousel products that also ranked in Google Shopping’s top 40. It does not state what share of Google Shopping products appeared in ChatGPT, or how likely any individual Google Shopping product is to be included in a carousel.

Nor does the figure show where those overlapping products ranked within Google Shopping’s first 40 positions. The products counted could have occupied different positions within that range. The percentage alone also does not establish whether a higher Google Shopping position is associated with a better chance of appearing in ChatGPT.

For the remaining 17% of carousel products, the reported comparison does not identify a matching position within Google Shopping’s top 40. That should not be treated as evidence that those products were absent from Google Shopping altogether. The finding is limited to the ranking range used in the comparison.

The overlap is a useful reference point, but it is not a complete optimization guide on its own. It does not identify which product attributes, listing details or other factors influenced placement. Marketers should therefore avoid treating the percentage as proof that a particular change to a listing will lead to visibility in ChatGPT.

What this means for marketers

Use the reported overlap as a prompt to review product visibility across both ChatGPT shopping carousels and Google Shopping. Keep the comparison specific: check whether products appearing in one surface are also visible in the other, without assuming that a top-40 Google Shopping ranking guarantees a carousel placement. Any assessment of optimization should distinguish observed overlap from evidence about what caused it.