Short answer

In ecommerce, AI answers two kinds of question: which one to buy (“best bean-to-cup coffee machine under €500”) and where to buy it (“where to buy X in Spain with fast delivery”). For the first it can cite buying guides and comparisons; for the second, shops with clear product pages, visible prices, delivery and returns conditions and correct product structured data. What is most often missing: your own buying guides, product pages that answer real doubts, and delivery terms that can be read without adding to the basket.

Five typical questions

  1. Which product would you recommend for under price?
  2. What are the best category for specific use in 2026?
  3. Where can I buy product in Spain with 24-hour delivery?
  4. What are the differences between model A and model B?
  5. Is your brand a reliable shop? What are returns like?

What is usually missing

  • Your own buying guides. “How to choose a bean-to-cup coffee machine”, written by people who sell and know them, with real criteria. It is the kind of page that can answer “which one to buy” with judgement of its own.
  • Product pages that answer. Dimensions, compatibility, what is in the box, who it is not for. A copied manufacturer sheet adds little that AI cannot already find elsewhere.
  • Visible conditions. Delivery, lead times, returns and warranty on indexable pages, not in a basket pop-up.
  • True product structured data. Real price, availability and ratings; nothing invented.
  • A credible company page. Who is behind the shop, where it is, how to get in touch. “Is it reliable?” is answered there.

Where to start

  1. Measure twelve questions (which one, where to buy, differences, reliability) on two platforms.
  2. Write the buying guide for your main category, with criteria and no filler.
  3. Rewrite the pages of your ten best-selling products so they answer real doubts.
  4. Move delivery and returns terms to their own indexable pages.
  5. Measure again.

What you do not need

A thousand unreviewed AI-generated descriptions, bought reviews or schema filled with ratings that do not exist. One good guide and honest product pages usually carry more weight.

What this guide does not say

The questions and gaps in this guide are working hypotheses drawn from how people buy in the sector, not the result of a published measurement. They help you decide what to measure first. Following the guide does not guarantee you appear either: each assistant decides what it cites, and only a repeated measurement will tell you what works in your case.