Online shopping remains a fragmented experience despite the technological progress of recent years. It is evident that consumers still need to manage multiple browser tabs, compare products across different sites, and complete purchases on separate platforms. The journey from discovery to purchase is thus characterized by fragmentation that significantly compromises the user experience, forcing continuous context-switching.
But what if the entire process could take place within a single conversation?
OpenAI is thinking about it. With over 800 million ChatGPT users, it appears to be testing an integration with Shopify, which would allow users to explore catalogs, read reviews, and complete purchases without ever leaving the chat interface.
If this implementation were to materialize (some code analysis seems to suggest it will), we could witness a revolution not only in how we shop but also in the virtual environments where transactions occur.
AI-mediated shopping could radically redefine the e-commerce experience by streamlining it into a coherent conversational flow. Imagine asking, “What’s the best microwave under 100 euros?” and completing the purchase within seconds—all within the same ChatGPT interface.
The evolution of ChatGPT: from information assistant to shopping assistant?
According to TechRadar, OpenAI seems to be in the final preparation phase to transform ChatGPT into a full-fledged shopping assistant. Code found by Testing Catalog reveals that users may soon be able to:
- browse products
- compare features
- complete transactions
all without ever leaving the chat window.
The new feature would include several essential elements:
- product listings from Shopify merchants
- detailed pricing information
- shipping options
- reviews from other buyers
- a “Buy Now” button for direct checkout within the chat interface.
Unlike the current model in which ChatGPT primarily provides external links, the new architecture would keep the entire experience within the conversation. This approach would eliminate steps such as switching between websites, repeatedly entering payment details, and searching for the same product on multiple platforms, offering a significantly smoother experience.
New opportunities for merchants: immediate visibility on a global platform
For the millions of merchants using Shopify, this integration represents an unprecedented opportunity. Rather than relying solely on SEO strategies or social media algorithms, sellers could see their products showcased directly to a user base of over 800 million people.
The change would drastically reduce friction in the purchase process. When a user makes a request like “recommend the best trail running shoes under 100 euros,” ChatGPT wouldn’t just provide generic information—it could offer specific, instantly purchasable product suggestions in real time, with integrated checkout options.
In this sense, a recent Adobe study highlights that “AI has improved the shopping experience for 92% of users, and 87% would use it to manage large or complex purchases.” These figures suggest a strong consumer predisposition to adopt AI tools in the purchasing process.
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The birth of agentic commerce: AI becomes an active part of the transaction
The development described above marks a pivotal shift: AI is moving from passive advisor to active participant in the commercial process.
OpenAI is not alone in this direction. We are witnessing the emergence of “agentic commerce,” where AI tools go beyond simply providing suggestions and actively participate in decision-making and facilitating transactions.
Several tech giants are moving this way. For example, Microsoft has introduced the Copilot Merchant Program. Perplexity has launched its “Buy with Pro.” However, ChatGPT’s already massive market penetration may give it a crucial advantage.
By uniting AI assistance with a seamless shopping experience, OpenAI is positioning itself not only as an information source but also as a privileged environment to act on that information.
Until now, ChatGPT has helped users with cognitive tasks like planning, writing, and research. With this evolution, the assistant makes a qualitative leap—from “thinking” to “doing.” The partnership with Shopify would transform ChatGPT into a dynamic and personalized sales environment, capable of learning users’ preferences and simplifying decision-making.
ChatGPT’s current approach to shopping suggestions
It should also be noted that, according to Analytics Insight, ChatGPT already provides support in the shopping process by offering advice based on specific parameters. The assistant provides links that direct users to external websites to complete their purchases, serving as an informational but not transactional intermediary.
For example, a user can ask, “What are the most popular noise-canceling headphones under 200 euros?” and receive relevant suggestions. The AI model also explains why certain products may be more suitable based on:
- technical specifications
- user experiences
- other users’ reviews
This approach helps consumers gather preliminary information while maintaining a separation between the consultative and transactional phases.
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Preparing for the GPT shopping shift
The potential integration between ChatGPT and Shopify could generate a paradigm shift in how products are discovered and purchased online, with developments likely to have deep implications for all market players, including sellers on established platforms like Amazon.
This evolution raises several key considerations.
First, ChatGPT could become the primary channel through which products are categorized and discovered by consumers. Listings with detailed information could perform better, while incomplete ones risk becoming less visible.
Second, if users can complete purchases directly within ChatGPT, this could result in:
- a decrease in clicks on search engine results
- a drop in visits to traditional marketplaces.
The shift in traffic patterns could lead to increased advertising costs on traditional platforms.
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Moreover, while the initial product discovery phase via ChatGPT might be free, it’s plausible that OpenAI could eventually introduce fees or premium placements to ensure prioritized visibility for certain sellers—mirroring the model used by search engines.
Another crucial aspect involves data. Purchase intent information collected during conversations would primarily reside in OpenAI’s databases. This limits sellers’ direct access to valuable behavioral insights.
In light of these potential changes, sellers should adopt a proactive approach.
Their top priority should be ensuring that all product listings are complete and optimized with:
- accurate titles
- comprehensive attributes
- real-time updated information.
Sellers should also prepare to allocate budgets for potential advertising opportunities that may emerge within ChatGPT’s interface. Consequently, they should focus on building strong post-purchase relationships with customers through:
- personalized email marketing
- distinctive packaging
- loyalty programs.
Amazon enters the agentic shopping arena
Amazon has also recognized the transformative potential of AI applied to online shopping. It is implementing several strategic initiatives aimed not only at improving user experience on its existing platform but also at extending Amazon’s reach beyond its traditional boundaries.
One of the most significant innovations being tested is “Buy for Me,” a feature that enables in-app purchases from external websites. In this model, AI autonomously manages the entire purchasing process using encrypted user data. Brands, meanwhile, retain control over post-sale processes.
In parallel, Amazon is developing conversational commerce solutions through:
Rufus, an AI shopping assistant integrated into the app
Alexa+, an upgrade to the voice assistant with more advanced AI capabilities.
For sellers, future success will depend on their ability to align product data with:
- AI recommendation engines
- natural language patterns.
Another innovation is Nova Act, an AI capable of autonomously browsing and interacting with websites. This technology can independently carry out complex tasks like product searches and completing checkout procedures. It is likely to form the infrastructure for Amazon’s future AI services.
For all players in the e-commerce sector, building a “machine-readable” online presence becomes a strategic imperative. Optimizing digital content for algorithmic interpretation is becoming increasingly crucial for commercial success in the era of AI-mediated commerce—effectively requiring a rethinking of digital presence and customer engagement strategies.
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