What:

OpenAI plans to integrate checkout functionality within ChatGPT, transforming the platform from a research tool into a revenue-generating marketplace while prompting debates about fair competition and small business access.

Why it is important:

This evolution marks a significant transformation in digital commerce, where AI platforms become direct sales channels, challenging traditional e-commerce models and raising concerns about market fairness and accessibility.

OpenAI's development of a checkout system within ChatGPT represents a strategic shift that would enable users to complete transactions entirely within the platform. The system would require merchants to pay commissions to OpenAI for orders received and fulfilled through ChatGPT. This development has sparked mixed reactions among retail startups, with some expressing concerns about the potential creation of a "pay to play" environment that could disadvantage smaller businesses. While some brands have already seen benefits from ChatGPT's product recommendations, including increased website traffic, others worry about the platform prioritizing paid placements over educational content. Companies are responding by optimizing their web content for AI comprehension, with some testing different formats to ensure effective product representation within ChatGPT's system. The impact on customer data access and brand accountability remains a key concern for retailers considering participation.

IADS Notes:

OpenAI's potential checkout system development reflects broader transformations in AI-powered retail throughout 2024-2025. According to BCG's January 2025 report, AI agents are creating a new era of personalized retail experiences, with productivity improvements ranging from 15% to 30% in customer service operations. This evolution gained momentum as Adobe reported in March 2025 that 38% of global shoppers were actively using AI for purchase decisions, with 80% reporting positive experiences. The impact on small businesses became evident in February 2025, when Forbes' analysis of autonomous AI shopping agents highlighted how 32% of consumer goods companies had already implemented generative AI. May 2025's BoF coverage revealed how retailers leveraging these technologies saw revenue increases of 6% or more, though concerns about market access remained. The transformation of customer behavior was particularly notable among younger consumers, with Vogue Business reporting in May 2025 on Gen Z's increasing adoption of ChatGPT for shopping advice. This shift in consumer behavior was validated by BCG's November 2024 study showing 38% of shoppers using AI tools during major sales events. The Journal du Net's July 2025 coverage highlighted how retailers successfully balancing technological innovation with human expertise were creating more personalized and efficient customer experiences while maintaining team engagement.

What a ChatGPT checkout system could mean for retail