OpenAI is developing a built-in checkout system for ChatGPT that would allow users to complete purchases directly within the chatbot, a move aimed at expanding its revenue base through e-commerce, according to the Financial Times.
The company has begun showcasing early prototypes of the feature to brands, working in collaboration with Shopify.
Unlike the current model, where users are redirected to external sites, the new approach would enable end-to-end transactions inside ChatGPT.
Merchants that handle these orders would pay a commission to OpenAI.
This marks a shift in strategy for the AI startup, which has primarily relied on premium subscriptions to generate income.
By enabling in-chat purchases, OpenAI is looking to monetise its large base of free-tier users, who until now have remained an untapped revenue source.
The shopping experience is expected to benefit from recent upgrades to ChatGPT’s memory, allowing the platform to recall user preferences and offer more personalised product suggestions.
For now, product listings are based on metadata provided by third-party sources, and the order in which merchants appear is not determined by price or shipping details. OpenAI has said this system will evolve.
The growing focus on e-commerce could challenge traditional online advertising and search businesses.
Some brands are already adapting their content to appear more prominently in AI-generated product recommendations, a strategy being referred to as “AIO,” or AI optimisation.
Although OpenAI previously said it had no active plans to pursue advertising, its chief financial officer has indicated the company is exploring monetisation options and wants to implement them carefully.
CEO Sam Altman has also mentioned the possibility of charging a small affiliate-style fee of around 2% on purchases made through ChatGPT’s Deep Research tool.
With growing user traffic and a reported valuation of US$300 billion, OpenAI is searching for new ways to support its operations.
Its annualised revenue reached US$10 billion by mid-2025, up from US$5.5 billion at the end of 2024.
These figures do not include Microsoft licensing deals. The company reportedly lost around US$5 billion last year.
Featured image: Edited by Fintech News Singapore, based on image by EyeEm via Freepik
