OpenAI is preparing to monetise product sales made directly through ChatGPT, marking a significant shift in its revenue strategy as it looks to capitalise on ecommerce opportunities.
According to The Financial Times, the San Francisco-based firm is developing a system that would allow users to complete purchases within ChatGPT, transforming it from an AI chatbot into a commerce-enabled platform.
Currently, ChatGPT users can click through to third-party retailer sites to buy recommended products. However, under the new model, OpenAI plans to integrate a full checkout experience within the chatbot itself. Merchants processing and fulfilling these in-app purchases will pay a commission to OpenAI, giving the company a new revenue stream from its free user base.
This move reflects a broader strategic pivot for OpenAI, which has so far relied on subscriptions to its premium AI services. Valued at $300bn, the company is now seeking ways to generate income from its extensive base of non-paying users, with ecommerce emerging as a key pillar of that plan.
The ecommerce capabilities are still in development, and the final product may differ from current prototypes. According to sources familiar with the initiative, OpenAI and its partners, including Shopify, have begun showcasing early versions of the new system to retail brands and are in discussions over commercial terms.
Shopify, which partnered with OpenAI in April, will play a crucial role by supplying the integrated checkout technology. The company’s tools already underpin shopping features for platforms like TikTok, allowing seamless ecommerce experiences within third-party environments.
ChatGPT’s product suggestions are currently based on the user’s query and contextual signals such as memory or set preferences. OpenAI recently upgraded its memory capabilities, enabling more personalised recommendations. When a product is selected, users may see a list of merchants offering the item, based on metadata from third-party providers. However, OpenAI notes that it does not yet factor in pricing or delivery speed—although that may change as the platform evolves.
By embedding ecommerce features directly into ChatGPT, OpenAI is positioning itself as a competitor not just to traditional search engines like Google, but also to online marketplaces. The model could significantly reshape how users discover and purchase products through conversational AI.
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