OpenAI is adjusting its plans to enable direct product purchases inside ChatGPT, reflecting how quickly AI-driven commerce is evolving. While the company initially explored allowing users to buy products directly within ChatGPT search results, it is now shifting toward a model where purchases take place through third-party apps that connect to the chatbot.
Early integrations already include companies such as Instacart, Expedia, Target, and Booking.com, allowing users to discover products through AI while completing purchases through familiar ecommerce platforms.
The change also reflects how early AI commerce still is. Only about a dozen merchants out of Shopify’s millions were selling through AI checkout tools, Shopify President Harley Finkelstein said at an investor conference. The shift highlights how companies are still experimenting with the best ways to integrate AI into online shopping experiences.
At the same time, AI platforms are rapidly becoming an important discovery channel for online shopping. Recent research found that ChatGPT sources 83% of products shown in its shopping carousels from Google Shopping, according to an article by Search Engine Land. Meanwhile, Anthropic recently launched the Claude Marketplace, signaling growing competition around AI-powered commerce platforms.
For ecommerce sellers, the takeaway is clear: AI will increasingly shape how customers discover products, even if transactions still happen on traditional storefronts or apps. Sellers should focus on maintaining accurate product data, optimized listings, and strong visibility in platforms like Google Shopping, since these systems are likely to feed the product results shown by AI assistants.
Businesses that centralize listings, inventory, and order data across channels will be better positioned as AI-driven discovery continues to evolve.
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