OpenAI is changing how shopping works inside ChatGPT, placing less emphasis on handling payments directly and instead steering users towards retailer-managed checkout experiences.

The update centres on deeper integration with Shopify, allowing users to browse products from brand storefronts within conversations before completing purchases through the retailer’s own system. The move reflects a broader shift in strategy after earlier attempts to process transactions entirely within ChatGPT failed to gain strong traction.

Last year, OpenAI introduced an Instant Checkout feature that enabled users to buy items without leaving the chat interface. It was built using the company’s Agentic Commerce Protocol and supported platforms such as Shopify and Etsy, along with major retailers. However, the approach proved limited, particularly for merchants that wanted greater control over how purchases were handled.

Three product images spaced apart on a colorful gradient: a green mushroom-shaped lamp, orange wireless over-ear headphones, and a blue rollaboard suitcase.

ChatGPT

OpenAI has now acknowledged those limitations, stating that the original setup did not offer enough flexibility. Instead, the company is focusing on product discovery, leaving payments and fulfilment to individual retailers.

Under the new system, brands can create what Shopify describes as “agentic storefronts” that connect directly to ChatGPT. Users can ask for recommendations, browse product ranges and then finalise purchases through an in-app browser that links to the retailer’s own checkout.

The change gives merchants more ownership over the buying experience while still allowing them to benefit from ChatGPT’s ability to surface products through natural conversation. OpenAI is effectively repositioning the chatbot as a shopping assistant rather than a complete e-commerce platform.

The updated experience also extends beyond Shopify, with retailers such as Target, Sephora and Nordstrom participating in the rollout. The feature is expected to become available to all ChatGPT users across free and paid tiers in the coming days.