ChatGPT could soon let you shop while you chat, here's how Shopify is making it happen
OpenAI's
ChatGPT
, widely known for its advanced conversational abilities and growing user base exceeding 800 million, may soon evolve from an informational assistant into an active e-commerce participant. According to recently uncovered, unreleased code discovered by
Testing Catalog
, a new feature is in the works that could allow users to browse, compare, and purchase items from Shopify merchants directly within the ChatGPT interface.
The update would allow for embedded pricing, user reviews, shipping details, and checkout—all without ever leaving the chat environment. If launched, this capability could dramatically shift the landscape of digital commerce by integrating AI-powered product recommendations with seamless transactions, positioning ChatGPT as both advisor and storefront.
Shop directly in ChatGPT: Shopify integration could revolutionise shopping experience
The potential integration centers on Shopify's direct access within ChatGPT's chat window, as per reports. Currently, when users ask ChatGPT for shopping recommendations—such as the best trail running shoes—the chatbot provides a list of options with links to external sites. The new feature described in the unreleased code takes this functionality further.
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According to the code findings, ChatGPT could soon display product cards directly within the conversation, offering detailed listings that include:
Real-time pricing
Customer reviews and ratings
Shipping options and delivery estimates
A 'Buy Now' button for immediate purchase
Critically, the transaction process would be conducted entirely within ChatGPT, eliminating the need to redirect users to third-party websites.
How Shopify integration in ChatGPT could work for users
If deployed, this shopping feature would drastically streamline the customer journey. Rather than navigating through different retail websites, users would be able to:
Ask ChatGPT for product advice.
View curated product options from Shopify merchants.
Compare prices and reviews without leaving the chat.
Make purchases directly in the conversation interface.
This represents a major departure from the traditional e-commerce model, reducing the number of steps between interest and conversion. For consumers, the benefit is in the convenience; for merchants, it's in the exposure and sales potential.
Implications for Shopify sellers
Shopify hosts millions of merchants, many of whom face significant challenges in driving traffic to their storefronts. Currently, small business owners often rely on:
Search engine optimization (SEO)
Paid social media advertising
Influencer partnerships
Viral content marketing
Integrating with ChatGPT could dramatically alter this dynamic. If Shopify listings are surfaced in direct response to product-related prompts, merchants could see significant increases in both visibility and conversion rates.
The AI assistant's ability to recommend products based on user context and preferences offers sellers a unique opportunity: to place their offerings in front of highly targeted and ready-to-buy audiences.
Entering the arena of agentic commerce
The move represents a significant step into what is increasingly being referred to as "agentic commerce"—a future in which AI agents not only provide information but actively facilitate decisions and transactions on behalf of users.
OpenAI is not alone in exploring this space:
Microsoft recently announced its Copilot Merchant Program, allowing retail integration within its AI tools.
Perplexity AI is rolling out its own 'Buy with Pro' shopping feature embedded within its search capabilities.
By embedding commerce within conversation, these platforms are transitioning from informational tools into full-fledged retail ecosystems.
A broader vision for ChatGPT
The Shopify integration also fits into a broader strategy by OpenAI to expand ChatGPT's functional utility. Recent experiments with 'Operator agents'—AI programs that can browse the web and perform tasks—indicate a long-term vision where ChatGPT becomes not just a recommendation engine but an action-oriented assistant.
Until now, the platform's value was largely knowledge-based: helping users research topics, structure writing, or draft messages. This evolution into transaction execution represents a shift in both user expectations and technological capability.
Challenges and considerations
While promising, such a rollout would also raise several logistical and technical considerations:
Security and data privacy for in-chat purchases must meet stringent standards.
Merchant vetting and product curation would be essential to maintain quality control.
User interface design will need to accommodate commercial interactions without overwhelming the conversational experience.
Furthermore, the impact on affiliate marketing, digital advertising, and retail logistics remains to be seen, as traditional models could be disrupted by this new method of product discovery and purchasing.
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