AI is changing e-commerce — not in the distant future, but right
now. In this episode, Björn Darko speaks with Nikolaj Mogensen,
VP & Group Lead SEO at s360, about why the traditional
webshop is no longer the only center of gravity in commerce.
Product discovery is becoming more fragmented across Google,
ChatGPT, TikTok, marketplaces and future AI shopping interfaces.
That means brands, retailers and marketplaces need to rethink how
they structure, enrich and optimize product data.
Nikolaj explains why feed optimization is still one of the most
underestimated levers in SEO and paid search, how product grids
in AI experiences are evolving, why PDPs need to become richer
content assets, and how reviews, product highlights, Q&A
modules and structured attributes can help AI systems understand
and recommend products.
A practical episode for everyone working in e-commerce, SEO, paid
search, product data or AI Search.
The webshop remains important, but purchase decisions
increasingly happen across many platforms.
AI Search shifts attention from category pages and guides
toward products, feeds and PDPs.
LLM traffic is still small, but visibility, recommendations
and brand presence matter more than clicks alone.
Google currently has a strong AI Commerce advantage because
of its product graph, Shopping data and reviews.
Feed optimization can improve both Shopping Ads performance
and future AI visibility.
PDPs should be treated as strategic assets, not just
conversion pages.
Reviews, Q&A modules and richer product content give AI
systems more context.
Future e-commerce SEO is about making products
understandable, recommendable and selectable by AI.
00:00 – Introduction: AI, e-commerce and
feeds
Björn introduces Nikolaj Mogensen and the topic of AI-driven
commerce.
03:10 – Why the webshop is no longer the center of
gravity
Why e-commerce will increasingly happen outside traditional
webshops.
05:35 – Fragmented product discovery
How Google, TikTok, AI platforms and marketplaces change where
users discover products.
07:01 – Is AI Search only informational?
Why AI also affects transactional and commercial searches.
07:33 – Product grids in ChatGPT and Google AI
Mode
How product searches already appear inside AI experiences.
10:40 – OpenAI vs. Google in AI Commerce
The race between OpenAI’s commerce ambitions and Google’s product
ecosystem.
12:07 – Why Google may have the advantage
Google’s product graph, reviews, Shopping data and user behavior
create a strong position.
14:16 – Reality check on LLM traffic
Why ChatGPT traffic is still small, but strategically relevant.
17:00 – New AI visibility metrics
Why clicks alone are not enough to measure AI Search impact.
18:25 – Why feeds become critical
infrastructure
Structured product data becomes essential for AI Commerce
visibility.
19:21 – What makes a good product feed?
Common feed weaknesses and the role of titles, descriptions and
attributes.
22:40 – Using AI to enrich feeds
How AI can generate better titles, descriptions, highlights and
attributes.
25:35 – PDPs as strategic AI assets
Why richer product pages, Q&A modules, USPs and reviews
matter.
30:09 – Why reviews are critical
Reviews provide unique product context and should be crawlable
and summarized.
33:43 – Where brands should start
Why feed optimization is often the easiest and fastest starting
point.
35:36 – Feed optimization case study
How better feeds can improve Shopping Ads and free listings.
39:43 – Feeds for Google, OpenAI and future
platforms
How brands can prepare for future AI Commerce integrations.
41:48 – Four priorities for AI Commerce
readiness
Content, data, feed optimization and brand as key focus areas.
43:51 – Final thoughts
Product feeds are becoming one of the most underestimated levers
in AI Commerce.
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