OpenAI is significantly enhancing the shopping capabilities within ChatGPT, aiming to transform how users discover and decide on purchases. The platform is rolling out richer, more visually immersive shopping experiences, moving beyond its previous text-centric approach. This evolution addresses the common pain point of fragmented online research.
Instead of endless tab-switching and sifting through generic lists, users can now describe their needs, refine them conversationally, and compare options side-by-side directly within ChatGPT. The system can surface products based on budget, preferences, and even image uploads for inspiration, streamlining the decision-making process.
AI-Native Commerce Foundation
Underpinning these improvements is an expansion of the Agentic Commerce Protocol (ACP). This protocol acts as a connective layer, bringing detailed, up-to-date product information and promotions directly into ChatGPT. It supports merchants through various integration paths, including partnerships with Salesforce and Stripe.
This initiative is part of a broader push towards Powering Product Discovery in ChatGPT, positioning the AI as a central hub for AI-native commerce. Leading retailers like Target, Sephora, and Nordstrom are already integrating with ACP for product discovery.
Shopify merchants benefit from integrated product data via Shopify Catalog, ensuring their products appear accurately without additional effort. Mani Fazeli, VP of Product at Shopify, highlighted that millions of merchants are now accessible through ChatGPT, with purchases completed on merchant sites via an in-app browser.
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Bridging Users and Merchants
OpenAI is shifting its approach to merchant checkout, moving away from its initial Instant Checkout in favor of allowing merchants to use their own systems. This provides greater flexibility while OpenAI focuses on enhancing the discovery phase.
Walmart is launching a new in-ChatGPT app experience, guiding users from discovery into a tailored Walmart environment that includes account linking and loyalty features. Daniel Danker, EVP at Walmart, emphasized the collaboration to shape the future of agentic commerce.
This iterative development approach reflects OpenAI's commitment to improving the ChatGPT shopping experience based on user and merchant feedback. The company sees significant value in leveraging ChatGPT for shopping today and plans further investment.
