In a game-changing move for online retail, OpenAI has integrated direct product discovery and purchasing into ChatGPT, starting with Etsy and now expanding to Shopify merchants. This breakthrough turns AI chats into seamless shopping experiences, empowering consumers with personalised recommendations and instant buys. For business owners, it’s a wake-up call: as search shifts to AI platforms, adapting to this could unlock new revenue streams—don’t miss out on positioning your store where customers are increasingly turning.
A Personal Shopper in Your Pocket
Imagine ChatGPT as your ultimate personal shopper: it not only recommends products based on your conversation but now lets you buy them directly in the app (already live for select Shopify brands like Glossier, Spanx, and Steve Madden, with broader rollout underway). This is a massive leap for consumers, who get tailored suggestions that evolve with their preferences—learning from past interactions for hyper-personalised discovery.
Unlike traditional searches on Google Shopping, which rely on keywords and ad budgets to rank products, agentic AI like ChatGPT understands context, remembers your tastes, and delivers spot-on recommendations without the noise. No more sifting through sponsored results; it’s all about what truly fits you.
Shoppers Are Moving From Traditional Search Engines to Agentic Search, Fast
This shift is backed by data: In 2025, 40% of users actively incorporate AI into their searches, with 80% relying on AI-generated answers for at least 40% of queries. Traditional engines like Google and Bing are losing ground—Google’s market share dipped to 89.86% this year, while AI platforms like ChatGPT boast 489 million unique monthly visitors. Even generative AI chatbots now handle 19% of user interactions via ChatGPT alone, pulling traffic from SEO-heavy sites to conversational AI like Gemini and Grok. Businesses must surface products here to stay relevant.
OpenAI and Shopify Announce Native AI-powered Shopping in 2025
The magic extends to checkout: Powered by Stripe’s Instant Checkout and Shopify’s seamless system, purchases happen without re-entering card details or addresses every time—boosting conversions by reducing friction. OpenAI tested enhanced shopping features back in April 2025, paving the way for this full integration.
Shopify CEO Tobi Lütke announced the partnership on September 29, 2025, highlighting how merchants can sell directly in ChatGPT.
Shopify merchants will be able to sell directly in ChatGPT.
We’ve been working with @OpenAI for quite some time so people can search and buy products in chat, and it’s something we’ve had a hard time keeping quiet.
Rollout is coming very very soon. pic.twitter.com/11GWCy5DOo
— tobi lutke (@tobi) September 29, 2025
While Etsy kicked things off, the focus is on Shopify’s massive ecosystem, enabling over a million stores to tap into this AI-driven commerce.
Don’t Get Left Behind—Embrace Agentic Shopping Now
Agentic shopping is here to stay, set to revolutionise online retail by making every conversation a potential sale. For business owners, this is your cue to adapt fast and capture the AI wave. Ready to switch to Shopify and start selling on ChatGPT? Talk to us today to get set up and thrive in this exciting new era.
