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Code sleuths have uncovered what appears to be OpenAI’s stealth move into e-commerce – embedding Shopify’s checkout functionality directly into ChatGPT.
The discovery, first reported by Testing Catalog on April 18, revealed telling code strings including “buy_now,” “price,” “shipping,” and most conspicuously, “shopify_checkout_url” in ChatGPT’s public web bundle.
If launched, this feature would transform the chatbot from an information source to a retail gateway, allowing users to discover, compare, and purchase products without ever leaving the conversation interface.
For Shopify’s merchant network, which spans millions of sellers globally, the integration could unlock access to ChatGPT’s estimated 800 million to 1 billion users, creating a conversational commerce channel at unprecedented scale.
Neither company has officially confirmed the partnership, but the code discovery echoes broader industry moves toward AI-facilitated shopping. Amazon is currently testing “Buy for Me,” while Perplexity has rolled out “Buy with Pro” functionality for its search users.
The Xenoss take
OpenAI’s unannounced Shopify integration represents a significant gear shift in the evolution of AI-mediated commerce. This goes well beyond adding a checkout button.
What we’re witnessing is the potential collapse of the traditional conversion funnel. The familiar journey – search, browse, compare, cart, checkout – could soon be compressed into a single conversation. Ask for running shoes under $100, and ChatGPT might not just suggest options but close the sale on the spot.
For merchants, this development carries profound implications. Those who have invested heavily in SEO and website optimization might find themselves playing by an entirely new set of rules. The game won’t just be about ranking on Google anymore; we are entering an era of agent optimization, where it will hinge on how effectively their products surface in AI-driven conversations. Shopify merchants who get on board early could find themselves with a significant first-mover advantage, while those who delay risk fading into digital obscurity.
A double-edged disruption: Opportunity and risk
However, this potential partnership raises thorny questions about AI’s growing role as both gatekeeper and guide in commercial transactions. The original promise of the internet was to democratize access to information and markets, but we’ve watched this vision gradually morph into walled gardens dominated by tech giants. OpenAI’s move into commerce could either reinforce this trend or, potentially, disrupt it.
This move touches a raw nerve in digital commerce. The approach eerily echoes the walled garden days of dial-up internet, when users were completely captive inside curated experiences, only now with infinitely more sophisticated means of prediction and control. The tension between convenience and choice looms large, as does the question of how these AI systems will prioritize products. Will recommendations truly serve user interests, or will they subtly steer consumers toward more profitable options?
From SEO to agent optimization
Hallucination concerns loom large in this new landscape. When AI confidently recommends products based on incomplete or incorrect information – as even the most advanced models occasionally do – the stakes are considerably higher than when simply answering trivia questions. A flawed product recommendation that leads to a purchase carries real financial consequences for consumers.
The true test will be whether this streamlined experience truly serves consumer interests or simply shifts gatekeeping power from Google to a new AI overlord. We’re moving from SEO to agent optimization – and the rules of this new game remain largely unwritten.
For now, commerce players should recognize the moment for what it is: not just another channel to optimize, but potentially the next fundamental shift in how products find their way to consumers. Those who grasp this distinction early will shape the commerce landscape that emerges on the other side.
