As OpenAI adds checkout to ChatGPT, ecommerce merchants face new pressures—and possibilities—inside the AI shopping funnel.
OpenAI’s latest revenue play turns free users into a new profit stream—and rewrites ecommerce strategy in the process.
Checkout and commissions are coming to ChatGPT
The free ChatGPT experience is about to get monetized. According to the Financial Times, OpenAI is planning to take a direct cut of product sales made inside ChatGPT as it integrates in-chat checkout and builds out full-stack ecommerce functionality. No affiliate redirects. No external cart hops. Just: Ask, recommend, buy—inside the chat.
If you’re an ecommerce operator, this isn’t just news. It’s a threat—and an opportunity.
How OpenAI plans to monetize ecommerce inside ChatGPT
The playbook is pretty simple:
- OpenAI already partnered with Shopify to use its checkout infrastructure (yes, the same engine behind TikTok Shop).
- Now, it’s testing native checkout inside ChatGPT so users never leave the platform.
- Merchants who fulfill orders inside ChatGPT will owe OpenAI a commission.
- The move finally monetizes ChatGPT’s free-tier users, which have remained a massive untapped user base.
Altman himself laid it out in Stratechery: “If you buy something through Deep Research that you found, we’re going to charge like a 2 percent affiliate fee or something.”
Forget SEO. This is straight-up AIO—artificial intelligence optimization. If your product isn’t in ChatGPT’s brain, you’re not even in the game.
Why this is bad news for Google—and your old funnel
Google’s funnel is built on search, ads, and page visits. That model is collapsing.
- ChatGPT already gives users shoppable product recs based on budget, context, and user preferences.
- No need to Google “best helmet under $100.” Just ask ChatGPT—and hit buy.
- External merchants are displayed based on metadata and provider order, not pricing or shipping (yet), according to OpenAI’s own explanation.
And once in-chat checkout goes live, expect a mass redirect of purchase intent away from traditional search—and straight into AI assistants.
Operator checklist: how to survive the AI shopping funnel
Ecommerce brands aren’t just selling products anymore—they’re feeding the algorithm. Here’s how to get on ChatGPT’s radar before the AI shelf space gets paywalled:
✅ Enable OpenAI feed access
Unblock OpenAI’s crawler in your robots.txt. Use Screaming Frog or similar tools to verify access.
✅ Use schema markup
Product data must be structured (colors, dimensions, reviews, warranty). OpenAI and other LLMs parse schema to match queries.
✅ Fix your reviews
ChatGPT pulls reviews from Amazon, Target, and review sites. Bad ratings kill your visibility. Syndicate positive UGC via platforms like Shopper Approved.
✅ Get into OpenAI’s product feed pilot
OpenAI is working on a structured product submission system. Early access = better visibility.
✅ Optimize for AIO, not SEO
You’re not ranking a page. You’re feeding data into a smart assistant. Think intent-rich prompts, clean inputs, and contextual relevance.
What’s still unclear—but coming fast
The Financial Times notes the specifics of OpenAI’s merchant deals are still evolving. Details like:
- Commission percentages
- Merchant display prioritization
- Checkout UX
- Revenue share with partners like Shopify
…are all TBD. But make no mistake: OpenAI is building a pipeline from prompt to purchase—and they’re already showing it to brands.
The bottom line: AI isn’t recommending—it’s selling
This is no longer theoretical. ChatGPT’s ecommerce pivot is happening now. With Shopify infrastructure baked in and OpenAI shifting from SaaS to shopping, every free-tier user just became a monetizable buyer.
If you’re still running the old playbook (SEO, Google Ads, DTC funnel), you’re already behind. The AI shelf is limited. Get in now—or get replaced by the brands who did.
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