OpenAI scales back its ChatGPT shopping ambitions, testing the monetization path for AI e-commerce again

OpenAI has abandoned its grand plan for direct checkout within ChatGPT, and the monetization path for AI e-commerce is much more rugged than expected. According to a recent report by The Information, OpenAI is significantly scaling back its plans for direct shopping checkout within ChatGPT, opting instead to rely on third-party apps that integrate with the chatbot to complete transactions. An OpenAI spokesperson confirmed this strategic shift. The spokesperson stated, "We are evolving the commercial strategy in ChatGPT to better meet merchants and users where they are. Instant checkout is moving to apps, where purchases can happen more seamlessly." This means users will not be able to purchase products directly from search results but will need to go through the retailer's app or be redirected to their website for payment. This shift marks a significant retreat for OpenAI in the AI e-commerce space, directly impacting market expectations for its commercialization path. Just six months ago, the company viewed this as a core business opportunity, planning to profit by taking a cut of sales. Users "Browse but Don't Buy," Technical Barriers Emerge The core reason for OpenAI's abandonment of the direct checkout feature lies in the dual dilemma of user habits and technical implementation. According to an insider, OpenAI employees found that while users researched and searched for products in ChatGPT, they did not use the chatbot to actually complete purchases. Data clearly reflects this predicament. Shopify President Harley Finkelstein revealed at an investor meeting on Tuesday that among millions of merchants collaborating with Shopify, only about a dozen are currently making sales through AI tools. He bluntly stated that the stagnation in widespread expansion primarily stems from the AI companies: "The only limiting factor is that we are just waiting for agent applications to continue to open up." On the technical and compliance front, large-scale implementation of chatbot shopping faces numerous challenges. Merchant pricing and inventory information need to be highly standardized and updated in real-time, while payment companies must establish protective mechanisms to prevent AI from initiating fraud or erroneous transactions. Furthermore, as of February this year, OpenAI had not even established a system for collecting and remitting state sales taxes, indicating that its underlying commercial infrastructure remains inadequate. Although early partners like Shopify and Etsy had high hopes for AI shopping, actual progress on the ground has been slow. From "All-Inclusive" to Retreating to App Ecosystem In September last year, OpenAI made a high-profile announcement of partnerships with giants like Etsy, Shopify, and Stripe, promising to bring millions of online store products into ChatGPT. Etsy even paid the commissions owed to OpenAI on behalf of merchants to kickstart the project. Now, the strategic contraction means that OpenAI has significantly narrowed the potential range of retailers. Currently, the early business companies that launched apps for ChatGPT include only a few, such as Instacart, Target, Expedia, and Booking.com. For example, Instacart added a feature last December that allows users to pay in ChatGPT through links to existing accounts Despite abandoning direct checkout, OpenAI has not completely withdrawn from building e-commerce infrastructure. According to informed sources, OpenAI and Stripe will continue to collaborate on developing the "Agentic Commerce Protocol," aimed at establishing rules for merchants, payers, and AI companies involved in transactions to support app-based purchasing behavior. Monetization Pressure Intensifies, Giants Continue to Compete The setbacks in e-commerce monetization paths have directly elevated the strategic position of OpenAI's advertising business. Faced with a large but primarily free user base, advertising is becoming another major pillar for OpenAI to generate substantial revenue. It remains unclear whether OpenAI will take a cut from sales facilitated through the ChatGPT App. This strategic shift comes at a time when capital competition among tech giants in the AI field is intensifying. Last Friday, e-commerce giant Amazon announced an initial investment of $15 billion in OpenAI. Although Amazon may use OpenAI's customized models in its consumer-facing applications (such as the shopping chatbot Rufus), the announcement did not mention selling Amazon products within ChatGPT. Last year, Amazon blocked AI applications, including ChatGPT, from scraping its product information. However, Amazon CEO Andy Jassy has stated that he is willing to collaborate with external AI shopping tools if the terms are attractive. This indicates that the competition for traffic entry points and commercial interests at the intersection of AI and traditional e-commerce is just beginning