Shopify integration could turn ChatGPT into a shopping tool, per report

The report: OpenAI is teaming up with Shopify to pilot a native shopping feature within ChatGPT, per a TechRadar report that cited unreleased code discovered by Testing Catalog. The integration appears to enable users to browse, compare, and purchase products from Shopify merchants—without leaving the chat interface.

Why it matters: The feature would mark a significant step forward in ChatGPT’s utility as a shopping tool.

• While ChatGPT currently offers product recommendations and links to third-party sites, this integration would bring the entire shopping experience—including product details, pricing, reviews, and a “Buy Now” button—directly into the chat interface.
• If rolled out widely, the feature could reshape how consumers shop online. While the code is tied to Shopify merchants, it’s not hard to imagine the functionality expanding to other ecommerce platforms in relatively short order.

The competition: Moving deeper into ecommerce would put ChatGPT on more equal footing with rivals that have already made strides in this direction.

• Microsoft last week rolled out its Copilot Merchant Program, which lets merchants embed product catalogs directly into the Copilot app. Consumers can then use the app to access real-time product suggestions, price alerts, and complete a purchase.
• Meanwhile, Perplexity launched its one-click “Buy with Pro” feature last November that allows users to purchase products without leaving its search engine. The company also opened a merchant API to support direct shopping integrations.

While OpenAI may not have the first-mover advantage, it holds something that is arguably more valuable: scale. We estimate ChatGPT will have 77.1 million US users this year—representing nearly 66% of genAI users—which gives it a significant head start in reach, visibility, and potential merchant appeal.

Our take: Moving into ecommerce is a logical—and potentially game-changing—next step for OpenAI. Embedding shopping directly into the chat experience could reshape how consumers interact with brands, turning product discovery, comparison, and checkout into a seamless, real-time conversation.

• For merchants, the feature opens a new channel to engage high-intent shoppers.
• For consumers, it offers convenience and personalization that traditional ecommerce platforms often struggle to deliver.

And the demand is already there: 39% of US consumers who have used or plan to use genAI have used the technology for online shopping, and 53% plan to do so this year, per Adobe. Most consumers are turning to it for product research (55%) and recommendations (47%). Native shopping features could close that loop—converting search into sale, all in one place.

If OpenAI nails the execution—and expands beyond Shopify—it could quickly become a retail force that both brands and platforms will need to take seriously.