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Introduction
Online shopping is experiencing a new wave of transformation. OpenAI has officially announced the launch of product discovery and purchasing features directly within ChatGPT — a move that could reshape how we search, compare, and shop online.
What OpenAI Announced
On May 6, 2025, OpenAI confirmed the rollout of its new integrated shopping experience inside ChatGPT. The features include:
Improved product results
Visual details, pricing, and customer reviews
Direct purchase links
Users can type conversational queries like “find a lightweight laptop for video editing” and receive a scrollable gallery of product cards with detailed information — all without leaving ChatGPT.
OpenAI also revealed that it will soon integrate ChatGPT’s memory function with shopping capabilities, allowing the assistant to remember user preferences and provide even more personalized recommendations.
However, this feature will initially be unavailable in the EU, UK, Switzerland, Norway, Iceland, and Liechtenstein due to data privacy regulations.
“We’re experimenting with a simpler, faster way to find, compare, and buy products within ChatGPT.” – OpenAI
What About Shopify?
While no formal integration has been confirmed, code references published by OpenAI last week hinted at a potential collaboration with Shopify that would enable direct purchases inside ChatGPT.
Tobi Lütke, CEO of Shopify, responded with excitement:
“There’s so much potential here. This is the beginning of a new way to shop. Extremely exciting.”
This paves the way for a new sales channel, where merchants could sell without a traditional website, directly inside a conversational interface.
What It Means for Merchants
For merchants using Shopify, this shift could translate into:
A new source of high-intent traffic and sales
The need for detailed, updated, and optimized product feeds
A new customer journey to track with advanced analytics tools
OpenAI also shared plans to allow merchants to submit product feeds directly, much like with Google Merchant Center — a move that could redefine how product SEO and paid listings are managed.
How to Prepare: The Role of Tracking and Data
To capitalize on this evolution, merchants need a data ecosystem ready for integration. That means:
Consistent, complete product feeds
Tracking of purchases from unconventional sources
The ability to measure ROI from new touchpoints, such as ChatGPT
Tools like Innex DATA will be increasingly essential to attribute conversions accurately, track non-linear funnels, and analyze traffic quality from these emerging conversational search channels.
Conclusion
OpenAI’s entry into the shopping space marks a turning point for the eCommerce industry. For Shopify merchants, it’s both an opportunity and a challenge — demanding greater technical readiness and smarter data strategies.
Investing in tracking today means better ROI tomorrow.
And with solutions like Innex DATA, merchants can approach this shift in a way that is structured, fast, and sustainable.
