Shopify and OpenAI Transform E-commerce with Shopping on ChatGPT

The recent partnership between Shopify and OpenAI is revolutionising the e-commerce landscape, integrating the best of conversational artificial intelligence with the traditional online shopping experience.

Logos exemplifying the partnership between Shopify and OpenAI

This agreement, announced in September 2025, will allow millions of users to interact with ChatGPT and buy products from merchants with a store on Shopify directly, seamlessly and in a way that is fully integrated into the conversation.

In this article, we will explore the scope of the announcement, its benefits, its impact on the market and how it will redefine the strategy of e-commerce brands.

Shopify and OpenAI: Conversational Commerce Takes Shape

The official integration of Shopify into ChatGPT marks the beginning of a new era in e-commerce. Users can search for and buy products without leaving the chat, doing away with fragmented processes based on links or external windows.

Soon, businesses using Shopify will be able to display their catalogue and sell products directly through conversations in ChatGPT, leveraging the natural and immediate nature of the AI interaction.

Vanessa Lee, Vice President of Product at Shopify, sums it up as follows:

“People are discovering products in conversations with AI, not just by searching or viewing ads… Now our merchants will appear organically in those moments and shoppers will have a direct path to purchase without interrupting their flow. It’s a really exciting change for commerce.”

With over 700 million weekly active users on ChatGPT, the opportunity for Shopify merchants is enormous: to be present at the moment of inspiration, when a user is looking for recommendations or comparing products.

Instant Checkout and the Agentic Commerce Protocol

At the heart of this partnership is the new “Instant Checkout” functionality, powered by the Agentic Commerce Protocol, a technology developed with Stripe and shared as open-source. This protocol enables secure and efficient transactions between users, businesses and AI agents, avoiding unnecessary steps and protecting the buyer’s privacy.

Example of the Agentic Commerce Protocol created by OpenAI and Stripe

Source: Buy it in ChatGPT: Instant Checkout and the Agentic Commerce Protocol – OpenAI, September 2025

Some specific advantages of the shopping experience on ChatGPT include:

  • Relevant and organic results: ChatGPT offers recommendations based on the user’s query, without commercial influence or payment for positioning.
  • Simplicity and speed: The user can buy a product without leaving the chat, which reduces the abandonment rate and simplifies the conversion funnel.
  • Secure payments: The integration allows payments with existing cards and digital wallets such as Apple Pay and Google Pay, managed by Stripe.
  • Direct relationship: The merchant continues to manage payment, shipping and post-sale communication, preserving their brand identity and control over the customer relationship.

According to OpenAI, Instant Checkout only shares the minimum information necessary to complete the purchase. This way, security and user control are prioritised in every transaction.

Market Impact and Reactions

The announcement of the functionality immediately sent tech stocks soaring: Etsy rose by 16% and Shopify by more than 6%, reflecting investor enthusiasm and the project’s transformative potential. Analysts see it as a direct response to the dominance of giants like Amazon and Google, which had until now monopolised the online search and shopping ecosystem.

Conversational commerce, powered by AI, transforms chat into the new channel for discovery, inspiration and transaction, consolidating a space where users and brands can interact in a more relevant and personalised way. In the words of Reuters: 

“The partnership makes direct in-chat purchasing available to millions of people, opening a new channel that could radically change online consumption habits.”

What are the Advantages for Sellers and Consumers?

The big winner from this integration will be the digital merchant, whose potential customer base will be radically expanded. This will allow brands to directly reach potential customers who are looking for recommendations, inspiration or specific products in the chat.

For businesses using Shopify as their e-commerce solution, the partnership means:

  • Immediate access to millions of active users on ChatGPT.
  • A higher probability of direct recommendation, guided by AI based on the user’s tastes and interests.
  • Fewer barriers to purchase: fewer steps, less cart abandonment, a higher conversion rate.

Example of how the integration between Shopify and ChatGPT works

Source: Buy it in ChatGPT: Instant Checkout and the Agentic Commerce Protocol – OpenAI, September 2025

For the consumer, the process is simplified. They can search, compare and buy without leaving a single platform, which increases the likelihood of conversion and reduces friction. From now on, they will enjoy:

  • More efficient, faster and more relevant shopping experiences.
  • The convenience of searching for and comparing products within the same conversational flow.
  • Security and transparency: payments are managed securely, the information shared is minimal and is under the buyer’s control.
  • A wide range of products: Shopify’s global catalogue is accessible from any conversation, including brands like Glossier, Spanx and Steve Madden.

Ultimately, the integration brings e-commerce to the most natural and relevant space for the modern user: digital conversation.

How Does it Work? Next Steps and Future Outlook

Currently, the functionality is available in the US for ChatGPT Free, Plus and Pro users, allowing direct purchases from sellers on Etsy. The addition of over a million Shopify merchants is scheduled for the coming weeks. The feature currently supports single-item purchases, although OpenAI plans to add support for a multi-item cart and expand to new geographical regions.

Example of how a Shopify purchase works via ChatGPT

Source: Buy it in ChatGPT: Instant Checkout and the Agentic Commerce Protocol – OpenAI, September 2025

Technical adoption for Shopify merchants is automatic: with no need for complex development or additional configurations. Merchants simply need to be registered on Shopify to take advantage of the conversational channel. Furthermore, Shopify and OpenAI have shared the Agentic Commerce Protocol technology as open-source, inviting the entire e-commerce sector to develop secure solutions for agentic transactions across various AI agents.

This development places OpenAI and Shopify in direct competition with giants like Amazon and Google, by transforming conversation into the new arena for commercial discovery and transaction.

Conclusion: The Beginning of the Agentic Commerce Era?

The partnership between Shopify and OpenAI signals the beginning of a new era where conversation and AI become the epicentre of the shopping experience. Agentic Commerce eliminates barriers, facilitates secure transactions and prioritises relevance for the user, putting a powerful, low-friction tool for selling and relationship-building in the hands of brands.

The companies that adapt will be the ones to lead the way in an increasingly conversational, mobile and personalised economy. The consolidation of this technology demands competitiveness, adaptation and a strategic vision oriented towards what’s next: a market where chat and AI are the new global shop window.