When ChatGPT searches the web, OpenAI’s help says it answers with links to relevant sources (OpenAI help: Searching the web with ChatGPT). On Shoptet, the admin has three places where you write in your own words what you sell and to whom: product descriptions, the homepage and standalone pages. Ratings are written by your customers; you only switch them on. Price and availability on the product page are written into the code by Shoptet itself. The admin also has an llms.txt field, but as of September 18, 2026, we know of no evidence that assistants use it to decide whom to recommend.
This guide is for owners of shops on Shoptet. We checked every admin path against Shoptet’s help on September 18, 2026, and the link to the relevant help article sits next to each paragraph. The Shoptet help we link to is in Czech, so we give each admin label in Czech, the way the help names it, with an English translation in parentheses. None of this guarantees an assistant will recommend you. These are simply the texts you control.
On the product page, Shoptet writes the price, availability and other details
into the code itself, as microdata in the schema.org vocabulary. All you do is
fill them in on the product. On March 9, 2020, Shoptet removed microdata from
product listings in all templates except the Echo template, on the grounds that
the product page is what search engines treat as authoritative. In listings it
writes the values into attributes in the form data-micro-price or
data-micro-availability, which are no longer part of the schema.org vocabulary
(Shoptet for developers, January 9, 2020).
On the demo shop classic.shoptet.cz we opened the product page for Keramický
hrnek (a ceramic mug) on September 18, 2026. The page code carried seven color
variants, each with a price of CZK 449 and “in stock” availability, plus five
delivery options ranging from in-store pickup to DPD. In the Kuchyně (Kitchen)
category listing on the same shop, every one of the twelve products had
data-micro-* attributes.
You edit a product description under Produkty → Přehled (Products → Overview).
Click the product name and the Hlavní údaje (main details) section has two
fields (Shoptet help: Products).
According to the help, the Krátký popis (short description) should usually be
one or two sentences, and under Nastavení → Produkty → Zobrazení (Settings →
Products → Display) you choose whether it shows on the product page or in the
category listing. The Podrobný popis (detailed description) appears on the
product page under the heading Popis (Description).
The description is where you say what a customer would say in their own words:
what the product is for and who it is for. Nobody can tell from the code “2G-42”
that it is a child car seat unless the description says so. Parameters
(descriptive, filtering and surcharge) are filled in on the Parametry
(Parameters) tab, and variants through variant templates in the Ceník (price
list) section.
You edit the homepage under Vzhled a obsah → Titulní strana (Appearance and
content → Homepage). According to the help, the Uvítací text (welcome text)
shows up in the code as the largest heading on the page, the H1 element, with an
ordinary text editor below it. If you leave the custom page title (the title
tag) empty, Shoptet uses the welcome text instead. The same screen holds the
description for search results and an image for sharing on social networks,
recommended at 600 × 600 px and no more than 1 MB
(Shoptet help: Homepage).
If the homepage is nothing but an image slider, it does not carry a single sentence about what you sell. Two sentences under the welcome text are enough: what you sell and to whom.
Standalone pages, such as delivery information or frequently asked questions, are
created under Vzhled a obsah → Stránky (Appearance and content → Pages). Each
has a text editor with source code access, its own URL, search settings on the
Pokročilé (Advanced) tab and display restrictions on the Viditelnost
(Visibility) tab. A new shop comes with four ready-made pages: Kontakty
(Contacts; it appears in the top menu by itself, and you insert the form with the
#FORM[code=contact]# tag), Jak nakupovat (How to shop), Obchodní podmínky
(Terms and conditions) and Podmínky ochrany osobních údajů (Privacy policy)
(Shoptet help: Pages).
On the FAQ page, answer in full sentences: “We deliver within two working days anywhere in the Czech Republic”, not “2 days”. The sentence still makes sense when lifted off the page. A bare number does not.
Shoptet can generate titles and descriptions in bulk under
Marketing → Základní SEO → Meta Tagy (Marketing → Basic SEO → Meta tags), from
templates with variables such as #PRODUCT_NAME#, #SHORT_DESCRIPTION# or
#CATEGORY_TEXT#. For an individual product, category, article, page or brand,
the same can be filled in by hand on the Pokročilé (Advanced) tab, and for a
product the manual setting takes precedence over the global one
(Shoptet help: Basic SEO).
Our tip: let the templates run and rewrite by hand only the products and
categories you care about most.
Shoptet has product and shop ratings built in, managed under
Marketing → Hodnocení (Marketing → Ratings). On products, though, they only
show once you enable them under Nastavení → Produkty → Zobrazení (Settings →
Products → Display), in the Zobrazení detailu produktu (product detail display)
section. The same place lets you choose whether all customers may leave a rating
or only registered ones. On the Nastavení (Settings) tab of the ratings section
you can then require a comment and manual approval of submissions. Up to
500 recent reviews from Heureka can be imported into the shop rating, and the
shop gets its own ratings page at /hodnoceni-obchodu/
(Shoptet help: Product and shop ratings).
According to Shoptet, reviews have to come from real customers. Its help says that in connection with the EU regulation, a shop must be able to prove on inspection that product ratings are not fake and come from real users who bought from the shop. It also states plainly that publishing invented or edited reviews is not allowed.
Custom code goes under Vzhled a obsah → Editor (Appearance and content →
Editor), on the HTML kód (HTML code) tab. It has five sections: Záhlaví
(header), Zápatí (footer), Dokončená objednávka (order complete), Robots.txt and
llms.txt. The first four are limited to 8,192 characters; longer code is uploaded
over FTP as a file and the page only links to it. Shoptet’s technical support
does not help with custom HTML, CSS or JavaScript changes and points you to its
partner developers (Shoptet help: HTML codes).
According to the help, the Robots.txt section is usually where you put directives
that keep search engine crawlers away from selected pages of your shop, and
Shoptet appends the text to the end of the default robots.txt file. We downloaded
the robots.txt of the demo shop classic.shoptet.cz on September 18 and 19, 2026;
its Last-Modified header dated the last change to August 31, 2026. It had a
single block for all crawlers with 40 disallowed paths (cart, login,
search, filter combinations) and did not name any AI crawler. The only line about
AI sat right below the first one: Content-Signal: search=yes, ai-train=no.
The Content-Signal line comes from the Content Signals Policy written by
Cloudflare. The value search=yes allows the content to be used for a search
index and search results with links and short excerpts; by definition that does
not include AI-generated search summaries. The value ai-train=no does not allow
the content to be used for training or fine-tuning AI models. The third signal,
ai-input, meaning use of the content as input for AI answers, is not in the
file, and under the same policy that neither grants nor restricts anything.
Cloudflare also notes that complying with robots.txt is voluntary and that the
file does not stop crawlers at a technical level
(Cloudflare: robots.txt setting, updated August 3, 2026).
Whether your own shop’s robots.txt lets in the crawlers from OpenAI, Google, Anthropic and Perplexity, the free tool Do you let AI crawlers in? will show you.
After the Robots.txt section, the same tab has an llms.txt field. Shoptet’s help describes it as a text file that serves as a source of information about your shop for AI tools and language models, and gives it its own limit of 50,000 characters (Shoptet help: llms.txt). The help does not say that filling it in improves a shop’s place in assistants’ answers.
We know of no evidence for that from anywhere else either. Google’s John Mueller wrote in a Reddit discussion that he doesn’t think anyone knows and that it is purely speculative for now. He added that the file has existed for years, yet none of the AI systems use it (quoted from Search Engine Journal, June 2, 2026). Google’s documentation AI features and your website (updated December 10, 2025) says of AI Overviews and AI Mode: “You don’t need to create new machine readable files, AI text files, or markup to appear in these features.”
The Custela app therefore does not recommend llms.txt as a fix, neither in tasks nor in page analysis.
The llms.txt field is not the same thing as the product feed for OpenAI. As of
September 19, 2026, Shoptet’s help describes an OpenAI produktový feed (OpenAI
product feed) under Propojení → XML feedy (Connections → XML feeds), meant for
ChatGPT Ads, the paid advertising that OpenAI launched in Europe in September
2026. According to the help, the feed sends the name, a short description, the
price and availability, among other details, for every product it includes. For
many shops, though, it is still empty or holds only a few products, because it is
waiting for OpenAI to fully open product matching in Europe. Return conditions,
which according to the help ChatGPT can show right next to your products, are
filled in under Propojení → ChatGPT Shopping (Connections → ChatGPT Shopping)
(Shoptet help: ChatGPT Ads).
Back on April 13, 2026, Shoptet announced an “LLM feed pro OpenAI” (LLM feed for OpenAI), then for selling through ChatGPT: you could join a waiting list in the admin until selling through ChatGPT became available in the EU (Shoptet blog, April 13, 2026). Whether it is the same feature as the September feed for ads, the help does not say.
If we were starting with a shop on Shoptet, this is the order we would go in. We sorted it by how much work each step takes; how much each one helps, we have not measured.
Custela, which publishes this blog, sells a tool for measuring AI visibility, so it earns money when businesses take this topic seriously. How we measure it, meaning in how many assistant answers a brand came up, is described on the page How often AI mentions you.
Admin paths and links to Shoptet help checked on September 18, 2026; the demo shop’s robots.txt and the help on the OpenAI feed on September 19, 2026. The admin changes; if something does not match, write to us at info@custela.com.