OpenAI is planning to take a percentage of sales when users purchase products directly through ChatGPT, marking a significant evolution in the company's business strategy.
According to sources cited by the Financial Times on July 16, OpenAI is developing a native checkout feature that would enable users to complete transactions without leaving the chat interface. Currently, ChatGPT presents product suggestions with links that redirect users to external retailers, but the new system would keep users within the platform throughout the entire shopping process. Merchants who fulfill orders through this system would pay OpenAI a commission on each sale.
This initiative builds upon OpenAI's partnership with Shopify announced in April 2025, which enhanced ChatGPT's shopping capabilities by adding product recommendations, images, and reviews. Shopify, which already powers checkout on platforms like TikTok, is expected to provide the backend infrastructure for ChatGPT's e-commerce functionality.
The move represents a strategic pivot for OpenAI, which has primarily generated revenue through subscriptions to its premium services. Despite reaching $10 billion in annualized revenue as of June 2025 (nearly double the $5.5 billion reported in December 2024), the company lost approximately $5 billion last year and is seeking additional revenue streams. By monetizing its free user base through e-commerce commissions, OpenAI could tap into a significant new source of income.
CEO Sam Altman previously indicated the company's direction in March, stating in a newsletter that OpenAI would charge "like a 2 percent affiliate fee" for purchases made through the platform. While the checkout feature remains under development, OpenAI and Shopify have reportedly shown early versions of the system to potential brand partners and discussed financial arrangements.
This development also poses a challenge to Google's dominance in product discovery and paid search, as more consumers turn to AI chatbots for recommendations and shopping assistance. Marketing firms are already experimenting with "AIO" (artificial intelligence optimization) to ensure their products appear in AI-generated recommendations, similar to traditional SEO practices.