Big news: OpenAI has officially started rolling out shopping features inside ChatGPT. What started as a rumour with hidden code sightings is now happening for real. And if you work in e-commerce, influencer marketing, or run a Shopify store, it’s time to pay attention.
Here’s a detailed look at what’s changing, why it matters, and what’s likely coming next.
What’s New in ChatGPT Shopping
Today, OpenAI announced that users will soon be able to shop inside ChatGPT. No more clicking out to other websites. The chatbot will now:
- Offer personalised product recommendations.
- Show product images, prices, descriptions, and customer reviews.
- Link users directly to webpages where they can complete purchases.
The first categories OpenAI is testing are fashion, beauty, home goods, and electronics. Product suggestions will be based on structured metadata from third-party sellers, including Shopify stores.
Purchases themselves won’t happen inside ChatGPT just yet. Instead, you’ll click a link that takes you to the product’s page. But the shopping journey starts and stays inside the chat for much longer than before.
Importantly, OpenAI says it won’t take a cut from sales — for now. They’ve hinted at introducing “tasteful” affiliate advertising in future, where they would charge small fees for purchases made through ChatGPT, without selling ad placements or pushing specific brands to the top.
Another clever update: ChatGPT’s memory feature, available to Pro and Plus users, will now be integrated with shopping. The chatbot will remember previous conversations to offer highly personalised product recommendations based on a user’s interests, similar to a social search experience.
And in a move clearly inspired by Google, ChatGPT’s search function will now show trending searches as users type their queries, helping guide shopping decisions.
Why Shopify Merchants Should Care
Shopify merchants have a lot to gain here. Small businesses often rely on SEO, ads, and social media to bring traffic to their stores. These methods are competitive, expensive, and time-consuming.
ChatGPT, however, has over 800 million users. If even a small fraction of those users encounter Shopify products during casual chats, the potential exposure is huge.
Products will surface organically based on user questions. For example, if someone asks for “good sneakers for running,” a Shopify merchant’s product could appear without them having to fight for SEO rankings or pay for ads. It’s like skipping the queue straight to the customer.
The shopping experience will also be faster. Fewer clicks and fewer forms mean users are more likely to buy rather than get bored halfway through.
In short: Shopify sellers could find themselves with a major new sales channel overnight.
A Shift in How We See AI Assistants
OpenAI’s move marks a shift in what people expect from AI. It’s no longer just about drafting emails, brainstorming ideas, or helping with research. Now, it’s about getting things done — shopping, booking, buying — directly in the chat.
And OpenAI isn’t alone here. Microsoft has launched its Copilot Merchant Program, integrating e-commerce into its tools. Perplexity AI now offers a “Buy with Pro” feature, allowing purchases straight from search results.
The race is on to turn AI tools into action engines, not just information engines.
OpenAI had already tested the waters with its Operator agent, which could browse the web for users. The new Shopify integration is a logical next step: making purchases possible, not just suggesting them.
Of course, it won’t eliminate buyer’s remorse, but it could make spontaneous, personalised purchases a lot more common.
What This Means for Influencer Marketing
Influencer marketing could be one of the biggest winners from this shift. Here’s how:
Influencers could run AI-powered storefronts
If influencers can embed Shopify product links directly into AI conversations, they can recommend products in a way that feels seamless and natural. Their influence won’t just stop at suggesting products — they’ll guide followers straight to checkout.
Micro-influencers could benefit even more
Previously, smaller creators had to fight for attention through bio links, Stories, and affiliate platforms. Now, if a user asks ChatGPT for a recommendation, even a micro-influencer’s product could appear in the chat, levelling the playing field.
A new discovery channel for influencer brands
Many influencers operate their own Shopify stores. This new integration could bring those stores into everyday conversations, massively expanding their visibility without extra marketing effort.
Smarter, data-driven recommendations
Thanks to ChatGPT’s memory feature, influencers could eventually help shape recommendation flows based on their audience’s interests. This would automate part of their influence, scaling their reach naturally without extra work.
What’s Next?
Right now, OpenAI says it’s not taking commissions on sales made through ChatGPT. But the idea of “tasteful” advertising — where they charge affiliate fees without letting brands buy placement priority — is already on the table.
It’s hard to imagine OpenAI passing up such a lucrative opportunity forever. Expect monetisation strategies to follow quickly once the system proves stable.
There are still a few wrinkles to iron out. Privacy concerns will grow as ChatGPT collects interest-based data to power shopping recommendations. And some users may find personalised shopping helpful, while others could see it as invasive.
But one thing is clear: AI shopping is no longer a futuristic idea. It’s happening now, and it’s about to reshape how businesses reach customers, how people discover products, and how online shopping itself works.
Final Word
For Shopify merchants, influencer marketers, and anyone working in e-commerce, this is the time to prepare. Understand how ChatGPT recommendations might surface your products. Start building your product metadata properly (clear titles, sharp images, good reviews). And think about how your brand could show up naturally in AI-driven conversations.
The companies that get this right early will be the ones shaping the next phase of online commerce.
