Is AI shopping coming to Europe? What's live in your market

By idealbusiness.ai team · Sources checked on 30 October 2026

AI answers that recommend shops, and AI agents that buy for the shopper: here is which of the two is live where you sell.

Status as of 30 October 2026. Every cell in the table below comes from an official provider page we checked on that date. These features change often, so we will keep the table current. Where we could not find an official statement, we write "not confirmed" rather than guess.

The short answer

Two things are happening at different speeds.

Being found in AI answers is already here. Google AI Overviews and Google AI Mode are listed as available in all 13 markets we checked: Slovakia, Czechia, Germany, Austria, Switzerland, the UK, Ireland, Spain, Mexico, Argentina, Colombia, Chile and Peru [1][2]. Google's supported-language lists for both include Czech, Slovak, German, Spanish and English [1][2]. ChatGPT is supported in all 13 countries [4], and ChatGPT search has been open to everyone wherever ChatGPT is available since February 2025 [5]. Microsoft Copilot is available in more than 170 markets, with only China and embargoed markets excluded [12].

Agent checkout is US-first. Every official checkout feature we found is limited to the United States, or no countries are named. Shoppers can't yet complete a purchase inside an AI assistant in Europe or Latin America [8][9][10][11][14][17].

Market by market

Notes

¹ AI Overviews. Google's help page lists all 13 countries and lists Czech, Slovak, German and Spanish among the supported languages. The page does not say which language applies in which country [1].

² AI Mode. Google's help page lists all 13 countries. Czech, Slovak, German, Spanish and English are among the supported languages [2]. In October 2025 Google said AI Mode had reached more than 200 countries and territories, "including many across Europe" [3]. Some extras, such as the AI Mode experience in Search Labs, are limited to users aged 18 and over [2].

³ ChatGPT. All 13 countries are on OpenAI's list of countries where ChatGPT is supported [4]. Since 5 February 2025, ChatGPT search has been "available to everyone in regions where ChatGPT is available," with no sign-up required [5]. OpenAI's announcements of shopping research (November 2025) and the updated product discovery experience (March 2026) name user plans but no countries [6][7]. So we mark shopping results by country as "not confirmed."

⁴ Perplexity. We found no official Perplexity page that lists the countries where it is available, so we mark it "not confirmed." Perplexity's shopping experience is "available for free to all US Perplexity users" [10].

⁵ Copilot. Microsoft says Copilot is "available globally in over 170 markets." China (excluding Hong Kong SAR) and embargoed markets are the only exceptions, and Czech, Slovak, German and Spanish are supported languages [12]. Copilot's in-chat shopping help (product details, price history and a link to the retailer) carries the note that "feature availability varies by market." No markets are listed [13].

⁶ Agent checkout. Google Universal Cart, which runs on the Universal Commerce Protocol (UCP), launched on 15 October 2026 and is "rolling out in the U.S." in Search and the Gemini app [17]. Perplexity Instant Buy with PayPal is for US users [11][18]. Microsoft Copilot Checkout is open only to "English-language merchants who sell to US buyers," and Microsoft "cannot provide a timeline" for other countries [14][15][16]. ChatGPT Instant Checkout launched for US users buying from US Etsy sellers [8]. In March 2026 OpenAI said that version "did not offer the level of flexibility that we aspire to provide," and merchants can now use their own checkout [7]. OpenAI's developer documentation says Instant Checkout is "available to approved partners," without naming countries [9]. None of these sources names a launch date for Europe or Latin America.

What this means for your shop

Being found in AI answers matters now. A shopper in Bratislava, Munich, Madrid or Bogotá can already get an AI-written answer at the top of Google, or ask ChatGPT or Copilot for product advice in their own language. Those answers draw on what these AI assistants can read and trust about your shop. Whether your products are mentioned depends partly on how clearly your site states the basics: what you sell, the price, availability, delivery and returns.

Agent checkout is still arriving. The checkout features are being built and tested in the US first. In the US, the providers are setting up standard ways for shops to connect to AI agents. Google's Universal Cart uses UCP [17]. Microsoft has adopted OpenAI's Agentic Commerce Protocol (ACP) [15] and says its Merchant Center will support UCP [14]. OpenAI says building with ACP "is open to all" [9]. The pieces are being set up now, even where they aren't switched on yet.

Use the window well

There's no announced date for agent checkout in your market. What these launches share is that they read product data, policies and prices directly. A few practical steps make sense now:

1. Make product pages easy to read. Write the name, price, stock status, delivery times and return policy as plain text on the page, and keep them consistent everywhere. Don't leave them only in images or pop-ups.
2. Keep your product feed clean and current. Google and Microsoft both run merchant feeds, and Microsoft describes UCP as "a complementary layer to Merchant Center feeds" [14]. An accurate feed today is the base for whatever comes next.
3. Don't block the AI assistants that send you visitors. Check that your robots.txt and any firewall rules let the search crawlers of the assistants above reach your product and policy pages.
4. Publish clear policies. Microsoft notes that UCP adds return and support policies to product data [14]. AI agents comparing shops need to find those terms easily.
5. Ask your platform about agentic checkout. Several US launches were switched on through payment and platform partners such as PayPal, Shopify and Stripe [15]. When these features reach your market, your platform's settings are likely to be where you turn them on.

None of this guarantees a mention or a sale. It does make your shop easier to read and trust, which is what both depend on. We'll update the table above as providers confirm new markets.

Not sure how to prepare, or need help adopting the latest AI practices? Get in touch: hello@idealbusiness.ai

Check your website free

Sources

All pages checked on 30 October 2026.

1. "Find information in faster & easier ways with AI Overviews in Google Search," Google Search Help, Google, undated. https://support.google.com/websearch/answer/14901683?hl=en
2. "Get AI-powered responses with AI Mode in Google Search," Google Search Help, Google, undated. https://support.google.com/websearch/answer/16011537?hl=en
3. "AI Mode is now available in more languages and locations around the world," Hema Budaraju, Google (The Keyword blog), 7 October 2025. https://blog.google/products-and-platforms/products/search/ai-mode-expands-languages-locations/
4. "ChatGPT Supported Countries," OpenAI Help Center, OpenAI, undated. https://help.openai.com/en/articles/7947663-chatgpt-supported-countries
5. "Introducing ChatGPT search," OpenAI, 31 October 2024 (updated 5 February 2025). https://openai.com/index/introducing-chatgpt-search/
6. "Introducing shopping research in ChatGPT," OpenAI, 24 November 2025. https://openai.com/index/chatgpt-shopping-research
7. "Powering Product Discovery in ChatGPT," OpenAI, 24 March 2026. https://openai.com/index/powering-product-discovery-in-chatgpt/
8. "Buy it in ChatGPT: Instant Checkout and the Agentic Commerce Protocol," OpenAI, 29 September 2025. https://openai.com/index/buy-it-in-chatgpt/
9. "Key concepts" (Agentic Commerce), OpenAI Developers, undated. https://developers.openai.com/commerce/guides/key-concepts
10. "Shopping That Puts You First," Perplexity blog, 25 November 2025. https://www.perplexity.ai/hub/blog/shopping-that-puts-you-first
11. "PayPal and Perplexity Launch Instant Buy Ahead of Black Friday," PayPal Newsroom, 25 November 2025. https://newsroom.paypal-corp.com/2025-11-PayPal-and-Perplexity-Launch-Instant-Buy
12. "Supported regions and languages in Microsoft Copilot," Microsoft Support, undated. https://support.microsoft.com/en-us/topic/supported-regions-and-languages-in-microsoft-copilot-26de43a1-c176-4908-bef7-29c8c37ac7ce
13. "Shopping with Microsoft Copilot," Microsoft Support, undated. https://support.microsoft.com/en-us/topic/shopping-with-microsoft-copilot-28c1e48e-e7d5-4e34-8f37-4e9a2df6d666
14. "Agentic Commerce," Microsoft Advertising, undated. https://about.ads.microsoft.com/en/solutions/technology/agentic-commerce
15. "Conversations that Convert: Copilot Checkout and Brand Agents," Microsoft Advertising blog, 8 January 2026. https://about.ads.microsoft.com/en/blog/post/january-2026/conversations-that-convert-copilot-checkout-and-brand-agents
16. "Win across all three eras of the web," Microsoft Advertising blog, 21 April 2026. https://about.ads.microsoft.com/en/blog/post/april-2026/win-across-all-three-eras-of-the-web
17. "An intelligent new shopping cart" (Universal Cart), Suresh Ganapathy, Google (The Keyword blog), 15 October 2026. https://blog.google/products-and-platforms/products/shopping/universal-cart-launch/
18. "Instant Buy + Buy with PayPal," Perplexity Help Center, undated. https://www.perplexity.ai/help-center/en/articles/12932923-instant-buy-buy-with-paypal