AI Commerce Research
These patterns come from Squiggle's Product Understanding Lab, reading public product listings one category at a time. The before-and-after examples are illustrations of those patterns, not captures of any one store.
Squiggle's category guidance is informed by ongoing analysis of publicly available ecommerce product information. Illustrative examples explain common product-understanding principles and do not represent findings from any one merchant or the entire category.
Buyer's question: "Can you recommend brake pads for a 2018 Example Motors Aurora?"
Before — thin product listing
Product title
Brake Pads Front
Description
High quality brake pads. Easy to fit. Made for most vehicles.
AI shopping assistant — illustrative
"The listing shows brake pads, but nothing about which vehicles they fit, so I can't tell whether they suit your Aurora. You'd want to check with the manufacturer first."
After — complete product listing
Product title
Sport Ceramic Brake Pads — Front — Example Motors Aurora AR2 (2013–2019)
Description
Ceramic compound engineered for street driving. Low dust, strong initial bite. Fits Aurora AR2 1.4T, 2.0T and 1.6 diesel. Direct OEM replacement.
AI shopping assistant — illustrative
"The Sport Ceramic front pads fit your 2018 Aurora. Listed for the AR2 generation, low dust, strong initial bite, in stock."
The gap: Missing vehicle compatibility and fitment data.
Buyer's question: "What moisturiser is good for sensitive, acne-prone skin?"
Before — thin product listing
Product title
Daily Glow Moisturiser
Description
Lightweight daily moisturiser for radiant, healthy-looking skin.
AI shopping assistant — illustrative
"It's a daily moisturiser, but the page never says whether it's fragrance-free or right for sensitive, acne-prone skin. Without that, I can't confidently recommend it."
After — complete product listing
Product title
Daily Glow Moisturiser — Fragrance-Free, for Sensitive & Acne-Prone Skin
Description
Non-comedogenic, fragrance-free formula with 2% niacinamide and hyaluronic acid. Formulated for sensitive, acne-prone, and reactive skin.
AI shopping assistant — illustrative
"Fragrance-free and non-comedogenic, formulated for sensitive, acne-prone skin, with niacinamide to help manage breakouts. A solid match."
The gap: Missing fragrance status, ingredients, and skin-type suitability.
Buyer's question: "Do you have a protein snack that's low in sugar?"
Before — thin product listing
Product title
Choc Protein Bar
Description
Delicious protein bar. High in protein, low in sugar. Great post-workout snack.
AI shopping assistant — illustrative
"The bar is marketed as low-sugar, but the listing never states the actual sugar content or allergens, so I can't confirm it meets your needs."
After — complete product listing
Product title
Choc Protein Bar — 20g Protein, 2g Sugar
Description
230kcal, 20g protein, 8g fat, 12g carbs (2g sugar) per 60g bar. Gluten-free, no added sugar. Contains milk and soy; may contain nuts.
AI shopping assistant — illustrative
"20g protein and just 2g sugar per serve, and it's gluten-free. It does contain milk and soy, so check that against any allergies."
The gap: Missing nutrition panel and allergen statement — usually shown only on the pack photo.
Buyer's question: "Will this 3-seater sofa fit my compact living room?"
Before — thin product listing
Product title
3-Seater Sofa — Charcoal
Description
Modern charcoal sofa. Stylish and comfortable. Great for any living room.
AI shopping assistant — illustrative
"It's a 3-seater sofa, but with no dimensions on the page I can't tell whether it'll fit a compact space."
After — complete product listing
Product title
3-Seater Sofa — Charcoal — 210 × 88 × 84cm
Description
Packaged size 215×95×90cm — fits through a standard 80cm doorway. Stain-resistant weave fabric, solid pine frame. Legs-only assembly, one person, 10 minutes.
AI shopping assistant — illustrative
"At 210×88×84cm it suits a compact living room, and it's listed as fitting through a standard doorway with quick one-person assembly."
The gap: Dimensions shown only in a diagram image — AI can't read it.
Buyer's question: "Will this jacket fit me, and how does it run?"
Before — thin product listing
Product title
Relaxed Utility Jacket
Description
A relaxed utility jacket in durable cotton canvas. Available in sizes XS–XL.
AI shopping assistant — illustrative
"The jacket comes in XS to XL, but the listing gives no measurements or fit guidance, so I can't say whether it'll suit you."
After — complete product listing
Product title
Relaxed Utility Jacket — True to Size (Chest 104–112cm, Length 71cm)
Description
Relaxed fit utility jacket in durable cotton canvas. True to size — size down for a closer fit. Chest 104–112cm, length 71cm across the size range. Available XS–XL.
AI shopping assistant — illustrative
"It runs true to size, a relaxed fit at 104–112cm chest across the range. Size down for a closer fit. Available XS to XL."
The gap: Fit measurements sit outside the readable text when a size chart carries them.
Buyer's question: "What running shoes are good for flat feet?"
Before — thin product listing
Product title
Trail Runner Pro
Description
Great running shoes for everyday training. Lightweight and durable.
AI shopping assistant — illustrative
"This is the Trail Runner Pro, but the page says nothing about arch support or flat feet, so I can't tell whether it's a good match."
After — complete product listing
Product title
Trail Runner Pro — Stability Support for Overpronation
Description
Stability running shoe with medium arch support and a 10mm heel-to-toe drop. Designed for overpronation and flat feet. True to size.
AI shopping assistant — illustrative
"Built for overpronation and flat feet, the Trail Runner Pro offers stability support with a 10mm drop suited to road running."
The gap: Missing fit and support guidance — a bare size chart isn't enough.
Buyer's question: "Is this sleeping bag suitable for my 9-month-old?"
Before — thin product listing
Product title
Baby Sleeping Bag — Cloud Print
Description
Soft, cosy sleeping bag to help your little one settle. Gentle on delicate skin.
AI shopping assistant — illustrative
"It's a baby sleeping bag, but the listing gives no age or weight range and no warmth rating, so I can't tell whether it suits a 9-month-old."
After — complete product listing
Product title
Baby Sleeping Bag — 1.0 TOG — 6–18 Months (8–11kg)
Description
Sized for 6–18 months and 8–11kg. 1.0 TOG, for room temperatures of 20–24°C. Fitted neck and armholes, no hood and no loose ties. 100% cotton outer, two-way zip.
AI shopping assistant — illustrative
"It is sized for 6–18 months and 8–11kg, so it covers a 9-month-old, and the listing states 1.0 TOG for a 20–24°C room. It also states the fitted neck and armholes."
The gap: Missing age and weight range, warmth rating, and the fit details a carer checks before buying.
Buyer's question: "Is this food right for my 4-year-old dog, who reacts to chicken?"
Before — thin product listing
Product title
Premium Dry Dog Food
Description
Nutritious complete dry food dogs love. Made with quality ingredients for a happy, healthy pet.
AI shopping assistant — illustrative
"It's a complete dry food, but the listing doesn't name the protein source, the life stage it's formulated for, or the ingredients, so I can't tell whether it avoids chicken."
After — complete product listing
Product title
Complete Dry Dog Food — Single-Protein Lamb — Adult (1–7 Years)
Description
Single animal protein: lamb, 32%. Contains lamb, sweet potato, peas, salmon oil, vitamins and minerals. No chicken, no beef. Formulated for adult dogs aged 1–7 years, 5–25kg. Feeding guide: 95g a day at 10kg, 180g a day at 20kg.
AI shopping assistant — illustrative
"Single-protein lamb, and no chicken appears in the ingredient list. It is formulated for adult dogs aged 1–7 years, which covers a 4-year-old, and the feeding guide is stated by body weight."
The gap: Missing protein source, life stage and ingredient list — the three facts that rule a food in or out.
Buyer's question: "Can I open this template with the software I already have?"
Before — thin product listing
Product title
Business Plan Template
Description
Professional business plan template to get you started. Instant download.
AI shopping assistant — illustrative
"It's a business plan template, but the listing doesn't say what file format it comes in, what opens it, or what the licence allows — so I can't tell whether you'd be able to use it."
After — complete product listing
Product title
Business Plan Template — Editable .docx and .odt — 24 Pages — Single-Business Licence
Description
24-page editable template supplied as .docx and .odt in one ZIP, with a print-ready PDF. Opens in any word processor that reads .docx. Delivered by download link on the order confirmation, available to re-download for 12 months. Licence covers use in one business; not for resale or redistribution.
AI shopping assistant — illustrative
"A 24-page template in .docx and .odt with a print-ready PDF, so it opens in any word processor that reads .docx. The licence covers one business and excludes resale."
The gap: Missing the file format, what opens it, and what the licence actually permits.
Buyer's question: "How much magnesium do I actually get in a serve?"
Before — thin product listing
Product title
High Strength Magnesium
Description
High strength magnesium in an easy-to-swallow capsule. Premium quality formula.
AI shopping assistant — illustrative
"It's a magnesium supplement, but the listing doesn't state the form, the serve size, or how much elemental magnesium a serve contains, so I can't tell you how much you'd be taking."
After — complete product listing
Product title
Magnesium Glycinate — 210mg Elemental Magnesium per Serve — 60 Serves
Description
Two capsules provide 1,500mg magnesium glycinate, equivalent to 210mg of elemental magnesium. 120 capsules, 60 serves. No added gluten, dairy or artificial colours. Not recommended during pregnancy without medical advice.
AI shopping assistant — illustrative
"Two capsules give 210mg of elemental magnesium as magnesium glycinate, and the tub holds 60 serves. The listing also notes it is not recommended during pregnancy without medical advice."
The gap: Missing the form, the serve size and the elemental amount — the three numbers behind the word “strength”.
Buyer's question: "Will this charger fast-charge my laptop?"
Before — thin product listing
Product title
Fast USB-C Charger
Description
Powerful fast charger with universal compatibility. Charges phones, tablets and laptops quickly.
AI shopping assistant — illustrative
"It's a USB-C charger, but the listing never states its wattage or which charging standard it supports, so I can't tell whether it will fast-charge a laptop."
After — complete product listing
Product title
65W USB-C Charger — USB Power Delivery 3.0 — Single Port
Description
Single USB-C port, 65W maximum output over USB Power Delivery 3.0, stepping down to 45W, 30W, 20W and 5W. Suits any device that draws up to 65W over USB-C PD, including most 13 to 14 inch laptops. 1.8m USB-C to USB-C cable included. Australian plug.
AI shopping assistant — illustrative
"It supplies up to 65W over USB Power Delivery 3.0, which covers most 13 to 14 inch laptops, and the 1.8m cable is included. Check the wattage your laptop asks for against that 65W figure."
The gap: Missing the wattage and the named standard — “fast” and “universal” are not specifications.
Buyer's question: "Is this necklace solid gold, and will it irritate my skin?"
Before — thin product listing
Product title
Gold Pendant Necklace
Description
Elegant gold pendant on a fine chain. A timeless piece for every day.
AI shopping assistant — illustrative
"It's described as gold, but the listing doesn't say whether that's solid, filled or plated, or whether it's nickel-free — so I can't tell you what you'd be buying or how it would suit sensitive skin."
After — complete product listing
Product title
9ct Solid Yellow Gold Pendant Necklace — 45cm Chain — Nickel-Free
Description
9ct (375) solid yellow gold pendant and chain — not plated, not gold-filled. Chain 45cm with a 5cm extender. Pendant 12 × 8mm, total weight 2.1g. Nickel-free. Supplied with a certificate of metal content.
AI shopping assistant — illustrative
"It is 9ct solid gold rather than plated, on a 45cm chain with a 5cm extender, and the listing states it is nickel-free — which is the line to look for with sensitive skin."
The gap: Missing the metal composition, the measurements, and whether the piece is nickel-free.
The same product. The same store.
The only difference is whether an AI shopping assistant has enough information to recommend it.
The Lab reads real, publicly published product listings — one category at a time — and asks a single question: could an AI shopping assistant confidently answer the question a real buyer would ask about this product?
We're not looking for one store's mistake. We're looking for a pattern that repeats — one that shows up across multiple brands, including brands that do almost everything else right. A pattern only becomes a registered finding once we've checked it against more than one brand and it holds.
We only ever read what's already public: the same product pages any shopper, or any AI assistant, can see. We never access a store's account, sales data, or private information, and there's nothing to opt into or install. Before a finding is published it has to clear three questions: is it accurate, is it useful to a merchant on any platform, and can it be described without identifying any individual store? Everything else stays an internal working hypothesis.
We never name an individual store's results without that store's consent. Findings are always described in aggregate, as a pattern across a category, never as a scorecard on any one business. That protects the brands we study, and it's the same protection your own store gets: a pattern from your audit is never attributed to you without your permission.
Available in Store Audit
The badge on each row is the publication status of our category guidance, and nothing else. Published means the guidance is written, reviewed and in the Research Library — it does not mean we are making a claim about how common anything is across that category. In preparation means the category is entering Product Understanding research next and the site is ready for it. Under investigation means the category is on our research roadmap but we haven't written it up yet. Separately, and shown underneath, Available in Store Audit means the audit engine has a check built specifically for that category — today that is Automotive fitment. Every store also gets the catalogue-wide checks (duplicate content, missing descriptions, technical data gaps), whatever it sells.
Our research library carries the full category write-ups — what we found, why it happens, and exactly what to fix.