OpenAI is poised to revolutionize e-commerce by integrating Shopify's checkout functionality directly into ChatGPT, transforming the AI assistant from a recommendation tool into a complete shopping platform.
While the feature is still in development, OpenAI and Shopify have already begun presenting early prototypes to select brands and discussing commission structures, according to sources familiar with the project. The integration will enable users to discover products, view details, compare options, and complete purchases entirely within the chat interface, eliminating the current need to click through to external retail websites.
This move marks a significant shift in OpenAI's revenue strategy. Despite reaching an impressive $10 billion annualized revenue run rate as of June 2025 (up from $5.5 billion in December 2024), the company posted a $5 billion loss last year. By taking a commission on sales completed within ChatGPT, OpenAI can monetize its vast user base, including those using the free version of the platform.
For Shopify, whose technology will provide the back-end infrastructure for the checkout system, the partnership offers instant distribution to ChatGPT's estimated 77.1 million US users this year—representing nearly 66% of generative AI users. The e-commerce giant already has experience enabling commerce on platforms like TikTok and will adapt its technology to fit within ChatGPT's conversational framework.
Industry experts see this integration as potentially game-changing for online retail. Brittain Ladd, a supply chain consultant and former Amazon executive, noted: "ChatGPT can enable billions of retail transactions to happen without infrastructure. This is extraordinary and incredibly profitable." The partnership could also position ChatGPT as a serious competitor to traditional search and e-commerce giants like Google and Amazon.
Beyond direct sales commissions, the integration opens additional revenue opportunities through what some experts call 'AIO' (Artificial Intelligence Optimization)—brands optimizing their product metadata to maximize visibility in ChatGPT's results, potentially shifting advertising dollars from traditional search platforms to AI-powered shopping channels.