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.