EndcapThe Shopify Knowledge Base app, and the questions AI answers about you
Most merchants optimise products and stop there, which leaves an entire category of AI answer unattended: the questions about the store itself. Do they ship to Canada, how long is the return window, are they a real company. Shopify names a specific tool for this, and almost nobody has opened it.
In short
- Shopify automatically generates facts about your store that AI platforms use to answer questions.
- The Knowledge Base app is where you review and correct them, and see what shoppers actually ask.
- It sits alongside your published policies rather than replacing them.
Shopify is already generating facts about you
Shopify's optimisation guidance points merchants at the Knowledge Base app, which holds automatically-generated facts about the store that AI platforms use when answering questions. Automatically generated means nobody checked them against what you would actually say.
Reviewing them is the point. This is one of the few places where you can directly correct what an assistant believes about your business rather than hoping it infers correctly.
What the app lets you do
Shopify names three things, and all three are worth an hour.
- Review and customise the automatically-generated facts about your store
- See the questions shoppers are actually asking
- Write your own questions and answers to highlight what makes the store different
Why the second one is the most valuable
The list of questions shoppers actually ask is primary research you did not have to commission. It tells you which attributes matter enough to be asked about, which is exactly the input you need when deciding what to add to thin product descriptions.
How it relates to your policies
Knowledge Base answers sit alongside your published policies rather than replacing them. Assistants reference the refund, privacy and terms pages when a shopper asks how you operate, and those three are also a hard eligibility requirement for selling on ChatGPT. Fix the policies first, then refine the knowledge base.
The questions list is free primary research
Of the three things the app offers, the list of questions shoppers are actually asking is the one most merchants would pay for and most will never open. It is a record of what your buyers are uncertain about, in their own words, without a survey or a moderator or a sample-size argument.
Read it as input to your product copy rather than only as something to answer in place. If the same sizing question appears repeatedly, the answer belongs in the description of every product it applies to, not only in a knowledge base entry. The description is what travels into the feed; the knowledge base entry is not a substitute for it.
How Endcap handles this
Endcap does not touch the knowledge base, and this is one of the few places where the right advice is to go and use Shopify's own tool rather than a third-party one. What Endcap covers is the adjacent requirement: whether your refund, privacy and terms policies are actually published, since those are a hard eligibility condition for selling on ChatGPT and are checked on every scan.
The division is deliberate. Store facts are editorial and belong to you. Whether a required policy exists is a binary check, and binary checks are what a tool should be doing.
Common questions
Is this the same as my FAQ page?
No. Your FAQ page is content on your storefront. The Knowledge Base holds facts that AI platforms use when answering questions about your store, and they are generated automatically unless you review them.
What is the most useful part of it?
The list of questions shoppers are actually asking. It is primary research you did not commission, and the answers often belong in product descriptions rather than only in a knowledge base entry.
Does Endcap manage this for me?
No, and this is a case where the right answer is to use Shopify's own tool. Endcap checks the adjacent requirement, whether your refund, privacy and terms policies are actually published.
Source: Shopify documentation
Check your own catalog
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