According to the Financial Times, OpenAI, led by CEO Sam Altman, is working on incorporating e-commerce features into ChatGPT to generate additional revenue. The company plans to take a commission from product sales made through ChatGPT, marking a shift from its current focus on premium subscriptions.

Based in San Francisco, OpenAI currently displays product recommendations in ChatGPT that link users to retailers’ websites. In April, the company partnered with Shopify, a payment solutions provider that also powers TikTok’s shopping tools. This partnership could allow OpenAI to embed a checkout feature directly within ChatGPT, enabling users to make purchases without leaving the platform. Merchants would fulfill orders and pay a commission to OpenAI.

This strategy would help OpenAI tap into the large base of free-tier ChatGPT users—an audience the company hasn’t yet monetized. It could also challenge Google’s dominance in product search, as more consumers turn to AI tools for discovering and buying items. OpenAI and Shopify are reportedly showcasing early versions of this integrated shopping experience to brands while discussing potential financial agreements. However, these features are still under development and subject to change.

Currently, ChatGPT's product suggestions are based on user queries, preferences, memory, and other contextual instructions like budget. When users click on a product, the platform displays a list of merchants sourced from third-party providers. OpenAI clarifies that merchant rankings are based on metadata and not influenced by price or shipping—though these criteria may be included in the future to enhance user experience.