ChatGPT Checkout Could Reshape The Future Of Online Retail
A recent report suggesting OpenAI is building a checkout system directly into ChatGPT has ignited a mix of excitement and apprehension across the retail industry. For startup founders and small business owners, the move could signal a seismic shift in e-commerce, transforming the popular AI from a research assistant into a full-fledged digital storefront.
A New Frontier for E-commerce
According to a report by the Financial Times, OpenAI has demonstrated a prototype checkout feature to brands, which would allow users to buy products without ever leaving the ChatGPT interface. In this model, merchants would pay a commission to OpenAI for orders fulfilled through the platform, effectively turning ChatGPT into a powerful affiliate partner.
This marks a significant change in strategy for OpenAI. The company previously stated it had no plans for advertising and abandoned earlier considerations of becoming a for-profit company. By entering the checkout space, OpenAI is positioning its AI as a direct revenue driver, a move that could redefine online shopping if other models like Google Gemini follow suit.
“It fundamentally changes what it means to be an e-commerce brand,” said Jimmy Zollo, co-founder of adaptive clothing brand Joe & Bella. “We can’t be thinking of ChatGPT or other AI models just as search engines. Now, we have to be thinking about them as storefronts.”
Small Business Concerns: A Pay-to-Play Future?
Currently, ChatGPT offers product suggestions based on a user's query and history. However, the introduction of a commission-based system has sparked fears that product recommendations could be biased towards companies willing to pay the highest fees. This potential "pay-to-play" environment is a major concern for smaller businesses.
“I don’t see it being a space that I could compete in, especially against Amazon and H&M and bigger brands,” explained Liz Williams, founder of coat brand The Checkroom. “I can see where this would be helpful to companies that already are ranking high in Google, but I don’t see it being something I could afford.”
This sentiment is echoed by others who have already benefited from organic AI traffic. Viv For Your V, a period-care brand, saw a 400% traffic increase after a study on heavy metals in tampons prompted users to search for safer alternatives. “Is it going to be that whoever has the biggest ad budget ends up being the winner of what’s the safest product, when they’re not actually the safest product?” asked Katie Diasti, the brand's founder and CEO.
Proactive Brands Prepare for the AI Storefront
With details from OpenAI still sparse, forward-thinking brands are not waiting to act. They are already optimizing their websites for what they call generative engine optimization, ensuring their product information is easily understood and accurately represented by AI.
Joe & Bella is A/B testing its website copy to see which formats resonate best with AI models. The brand is also rewriting its sizing information from a simple chart to a more conversational guide. “Purchasing decisions will be made based on the merits of how ChatGPT describes and understands your product,” Zollo noted. “It’s almost like deconstructing that size quiz so that ChatGPT can reconstruct it.”
Similarly, Springrose, an adaptive undergarments brand, is fine-tuning its content to improve its visibility on generative AI platforms, a strategy that has already started yielding sales.
Unanswered Questions and Potential Upsides
While the concerns are valid, a direct checkout function could also offer significant benefits. PR expert Hannah Cranston pointed out that it could streamline the often-complex process of onboarding affiliate partners. “If AI streamlines that, there could be a world in which you’re getting a lot of sales from that platform being integrated,” she said.
However, many questions remain. Brands wonder if they will receive customer data from sales made through ChatGPT. Nicole Cuervo, founder of Springrose, also worries about brand reputation. “If ChatGPT tells people outdated information and a product isn’t what someone thought it would be, that reflects poorly on us, not ChatGPT,” she stated. As the industry watches for OpenAI's next move, brands are left to balance the potential for a powerful new sales channel against the risks of a changing digital landscape.
