Shopify tests ChatGPT as AI-powered personal shopping assistant

ChatGPT is poised to transform from an information provider to a retail gateway with the discovery of code indicating a direct Shopify integration. This potential shift would fundamentally change how consumers interact with AI assistants, positioning OpenAI at the forefront of “agentic commerce” where AI systems not only recommend products but facilitate direct purchases without users ever leaving the platform.

The big picture: Code discovered by Testing Catalog reveals ChatGPT is likely preparing to offer in-chat purchases directly through Shopify merchants, creating an embedded shopping experience within the AI interface.

• The unreleased feature would let users buy products recommended by ChatGPT without navigating to external websites.
• ChatGPT would display products complete with pricing, reviews, shipping details, and an embedded checkout process, effectively making the AI assistant function as a storefront.
• The fact that portions of this code are already live, though hidden, suggests the rollout may be imminent.

Why this matters: This integration could create a powerful new sales channel for Shopify’s millions of merchants while transforming ChatGPT into a transaction platform with direct monetization potential.

• Small sellers would gain potential access to ChatGPT’s massive user base of over 800 million people without the traditional hurdles of SEO, advertising, or social media algorithms.
• For consumers, the streamlined purchase process eliminates friction points that typically cause abandoned carts in traditional e-commerce flows.

Industry context: OpenAI’s move aligns with a broader industry push toward “agentic commerce” where AI systems handle not just information but complete transactions.

• Microsoft has recently launched its Copilot Merchant Program with similar aims.
• Perplexity has introduced a “Buy with Pro” feature within its AI search engine.
• These developments signal an emerging competitive landscape where AI platforms race to capture transaction value, not just user engagement.

The bigger shift: This feature represents ChatGPT’s evolution from an information tool to an action platform that can execute tasks on behalf of users.

• The integration builds upon OpenAI’s experiments with its Operator agent, which can browse the web independently.
• By extending into commerce, ChatGPT moves beyond helping users think and research to actively completing purchases on their behalf.
• This transition positions AI assistants as intermediaries that could potentially reshape how consumers discover and purchase products online.