OpenAI is changing how shopping will now work inside ChatGPT. The company is shifting away from in-platform purchases and toward a new model in which it’ll direct shoppers to retailers’ websites for checkout. Earlier versions of ChatGPT’s shopping experience included Instant Checkout, enabling users to complete their purchases within the interface. This was initially launched in the US, with integrations from platforms like Shopify and Etsy, and positioned as a step towards fully embedded, conversational commerce.
That direction is now changing. Instead of completing transactions inside ChatGPT, users will be guided to retailer storefronts to finish their purchases. This will happen through an in-app browser on mobile or a separate browser tab on desktop. While products will still appear within ChatGPT conversations, checkout itself will sit with the retailer. The update is part of a broader shift toward a feature called Apps, in which third-party services connect to ChatGPT rather than being fully integrated into it.
Research Behaviour Is Increasing, But Transactions Happen Elsewhere
This change reflects a pattern that has been emerging recently. People are increasingly using ChatGPT and other AI platforms to research products, compare options and narrow down choices. However, when it comes to completing a purchase, many consumers still prefer to do so on a retailer’s own website. This creates a clearer split in the purchasing journey. AI platforms better support research and product discovery while retailer websites continue to handle conversion and checkout.
Rather than replacing traditional buyer journeys, AI tools are currently being used earlier in the funnel, helping consumers make decisions before they click through. For OpenAI and its partners, this update aligns the product experience more closely with how people are already behaving.
Things are changing for Shopify merchants, too. The new Apps integration means products can appear directly within ChatGPT conversations without needing an extra step. These listings are surfaced contextually, based on what users are asking. However, the purchase journey leads shoppers back to the brand’s own storefront rather than to checkout on ChatGPT. Like before, these transactions will continue to run through Shopify’s existing checkout and payment systems.
From a practical perspective, this means:
- ChatGPT becomes another discovery channel, similar to search or social
- Product visibility depends on how well listings match user intent
- The user experience on your website still plays a central role in converting traffic.
For brands, this reinforces the importance of having a strong, well-optimised website. Even if the initial interaction happens within AI, the final purchase decision is often made elsewhere.
A Broader Test of How AI and Commerce Fit Together
Where should transactions happen in an AI-driven shopping journey? Both OpenAI and Shopify are now experimenting with different approaches. Instant Checkout was a fully embedded experience, while the new move toward Apps suggests a more connected ecosystem where each platform plays a different role.
It isn’t clear yet how comfortable users are with completing purchases directly within conversational interfaces. Trust, familiarity and payment preferences all influence that behaviour. For now, sending users to a retailer’s own site may feel more natural. At the same time, the visibility that comes from showing up in AI-generated responses introduces another form of product discovery. Brands are no longer competing only in search rankings or paid placements, but also in summarised, conversational outputs.
The Final Word
ChatGPT is continuing to shape how people research products, even if it’s not yet the place where most transactions happen. The move away from in-platform checkout suggests that, for now, AI is acting as a decision-making layer rather than a point of sale. For brands, this means focusing on how products are surfaced during research and how effectively websites convert once users arrive.
As these integrations develop, the balance between discovery and transaction will likely continue to evolve. If you’re reviewing how AI-driven channels fit into your wider digital strategy, then please get in touch to learn more.