Online retailers could miss out on sales this Black Friday if they’re not optimised for AI, an ecommerce expert has warned.
Recent data from the National Retail Federation’s 2026 survey on back-to-school shopping habits suggests consumers who use AI to help make purchasing decisions are spending 30% to 40% more per order. However, ranking highly on Google does not automatically mean AI will recommend your products, as Thomas Phillips, CEO and SEO expert at DTC SEO Agency, points out.
“Retailers have spent years fighting for the first few positions on Google, but we’re moving into a world where a customer might not visit a search results page at all,” he said. “That means being visible isn’t enough anymore. Your products need to be easy for these systems to understand, compare and trust.”
He added: “The fact we’re seeing AI-assisted shoppers spending as much as 30% to 40% more per order should get the attention of every ecommerce business heading into Black Friday. This isn’t just another marketing trend. We’re potentially seeing a new type of high-value customer emerge.”
What retailers need to do to be visible to AI shopping agents this Black Friday
Phillips has five recommendations:
1. Make product information specific
Retailers should clearly state materials, dimensions, compatibility, use cases, specifications and the type of customer the product is designed for.
“If somebody asks AI for a very specific product recommendation, vague copy makes it harder for your product to become the answer,” Phillips explains.
2. Keep prices and availability accurate
Pricing, stock availability and product information should be consistent across the retailer’s website and shopping feeds.
3. Don’t overlook structured product data
Structured data helps search engines and other systems understand information including price, availability, ratings and product details. Phillips says this increasingly needs to be treated as commercial infrastructure rather than a technical SEO task buried on a development list.
4. Give customers useful comparison information
AI shopping tools are particularly suited to comparison queries. Retailers should make it easy to understand why one model, size or product is different from another rather than forcing customers to piece the information together themselves.
5. Build evidence that exists beyond your own website
AI visibility makes third-party authority increasingly important. Reviews, independent coverage, reputable mentions and useful discussions about a brand or product can all contribute to the wider information available when AI systems attempt to understand which brands and products are credible.
With Black Friday a month away, there’s still time to ensure product data is properly optimised for GEO (Generative Engine Optimisation). Retailers who act now stand the strongest chance of maximising sales during what will no doubt be an extremely competitive period.
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