OpenAI is preparing to enter the e-commerce space more directly by embedding a full checkout experience within ChatGPT. The company plans to take a commission on each transaction generated through the platform, enabling users to discover and purchase products without leaving the chat interface.
A Commission System Built Into ChatGPT
According to recent reports, OpenAI aims to allow merchants to sell products directly through ChatGPT, collecting a small commission per sale. CEO Sam Altman has stated that the company is exploring a model that applies a 2% affiliate commission when users complete purchases after using ChatGPT’s product discovery tools, such as the Deep Research feature.
Although the payment infrastructure is still in development, OpenAI has reportedly shared prototypes with select partners and is negotiating financial terms with key stakeholders. The commission model represents a new monetization avenue for OpenAI, particularly as it seeks to generate revenue from users who do not subscribe to ChatGPT Plus or enterprise plans.
OpenAI and Shopify: A Strategic Partnership with Growing Tension
The April Collaboration
In April 2025, OpenAI announced a formal partnership with Shopify to co-develop conversational commerce features. This collaboration leverages Shopify’s technical infrastructure—which supports over 2.6 million stores in the U.S.—to enable product discovery and potentially full checkouts through ChatGPT.
New Restrictions from Shopify
Despite the partnership, friction has emerged. Shopify recently updated its robots.txt code to block fully automated agents from making purchases on behalf of users without final human review. This decision reflects growing concern about the rise of AI-powered “buy-for-me” tools and the potential risks they pose to merchant control and consumer trust.
Shopify’s move illustrates a broader industry tension: enabling innovation while preserving platform integrity. Although automated scraping and full agent transactions are restricted, Shopify continues to support legitimate integrations that comply with its policies, such as those using its official Checkout Kit.
Monetizing ChatGPT Beyond Subscriptions
Rising Revenues, Persistent Losses
OpenAI has rapidly increased its annualized revenue run rate, reaching approximately $10 billion as of mid-2025, nearly double its rate from December 2024. The company aims to achieve $12.7 billion in total revenue by year-end.
However, this growth has not eliminated financial losses. OpenAI reportedly lost $5 billion in 2024, underscoring the importance of diversifying its revenue streams. The new commission system on e-commerce transactions is part of a broader push to strengthen the business model and move closer to profitability.
Competing with Tech Giants
This strategic shift also positions OpenAI as a potential challenger to established players, such as Google and Amazon. By enabling product discovery and direct purchases within a conversational interface, ChatGPT poses a threat to disrupt how consumers search for and purchase products online. The result could be a significant change in internet shopping behavior.
The Rise of AIO: Artificial Intelligence Optimization
As generative AI systems begin to influence purchasing decisions, a new form of SEO is emerging: Artificial Intelligence Optimization (AIO). Merchants and marketers are now exploring how to tailor their product content for AI-driven recommendation engines, such as ChatGPT, to secure visibility within these increasingly influential platforms.
This development could reshape the e-commerce marketing landscape, with a shift from traditional search engine rankings to AI-curated results.
Risks and Regulations in AI-Powered Commerce
The potential for AI agents to complete transactions autonomously raises questions about consumer safety, privacy, and regulatory compliance. Recent research highlights that a majority of consumers are concerned about how AI tools collect data, make decisions, and represent their interests during online shopping.
Moreover, as OpenAI and partners develop these new capabilities, they must consider how to ensure transparency, user control, and fair business practices. The balance between innovation and accountability will be crucial for the widespread adoption of this approach.
Implications for Key Stakeholders
Consumers
Users may benefit from faster product discovery and simplified checkout experiences. However, they must also contend with potential privacy concerns and reduced transparency around how recommendations are generated.
Merchants
Sellers gain a new channel to reach customers directly within ChatGPT, potentially increasing exposure and sales. At the same time, they face new challenges related to optimization, commission fees, and potential disintermediation from their platforms.
E-Commerce Platforms
For companies like Shopify, this trend presents both opportunities and risks. On one hand, deeper integration with AI platforms may increase usage of their payment infrastructure. On the other, it may reduce demand for their merchant services if transactions begin shifting to external interfaces like ChatGPT.
OpenAI
By embedding commerce into ChatGPT, OpenAI can tap into a new source of revenue and offer a more engaging user experience. However, it must navigate evolving user expectations, merchant partnerships, and regulatory frameworks, all while maintaining trust in its AI systems.
Outlook: A New Era of Conversational Commerce
With the introduction of in-chat shopping and affiliate commissions, OpenAI is taking a bold step toward transforming ChatGPT into a full-fledged e-commerce interface. While still in development, this functionality signals the arrival of a new era where natural language conversations could become the primary interface for both product discovery and purchase.
As the ecosystem matures, merchants, marketers, platforms, and consumers will need to adapt. If OpenAI executes effectively—and in collaboration with trusted partners like Shopify—conversational commerce may soon become a standard part of the digital retail experience.