Big step forward for Shopify and OpenAI developed ChatGTP as the pair enter into retail partnership

OpenAI is gearing up to add an online shopping experience to ChatGPT via an integration with Shopify.

New code strings in ChatGPT’s public web bundle, “buy_now”, price and shipping fields, product-offer ratings, and “shopify_checkout_url”, indicate that OpenAI is wiring a native purchase flow into the assistant. The snippet suggests a hand off to Shopify’s hosted checkout, implying a formal tie-up rather than a generic affiliate link.

According to Brittain Ladd, a supply chain consultant and former Amazon executive: “This is a big step forward for Shopify and ChatGTP. The changes to the coding will let purchases complete inside the chat instead of jumping to external retail sites, turning ChatGPT into a full-funnel shopping tool. When a purchase is made, all shipping is managed via Shopify’s platform.”

“OpenAI has been testing e-commerce actions in its Operator research agent, which already books travel and places grocery orders for Pro users. Want to buy a plane ticket? Use ChatGPT. Why visit Expedia or another travel site? Agents will easily be able to find the best flight at the best price. I stated in a LinkedIn post a few weeks ago that OpenAI has the potential of severely disrupting DoorDash, Uber Eats, and Instacart, by allowing agents to place orders directly with a restaurant and a grocery retailer..”

He adds: “I remain convinced that OpenAI has the potential to become one of the largest e-commerce platforms in the world. Why? Because consumers will begin their product search using ChatGPT and utilise ChatGTP to make the purchase.”

“ChatGPT will likely begin to generate billions in advertising revenue as brands divert their advertising spend to OpenAI. Why? Search. If consumers make ChatGPT their go to site for product searches, advertising is sure to follow. ChatGTP will likely look massively different in 2026 than it looks in 2025. The user experience will be much different to maximise advertising and content monetisation.”

Ladd concludes: “ChatGPT doesn’t need to own warehouses or create a marketplace. They don’t have to. ChatGPT can enable billions of retail transactions to happen without infrastructure. This is extraordinary and incredibly profitable. It is truly fascinating to watch.”

If Ladd is right, and ChatGPT becomes the go to search engine and de facto e-commerce platform, supply chain and logistics will be the first thing disrupted. This is because consumers will expect the things they buy to arrive even faster than they do today.

Ladd argues: “It won’t matter what the product is. If a customer buys an appliance in only a few minutes of effort, they will expect the appliance they bought to arrive the same day or next day at the latest. ChatGTP is going to increase retail velocity. Supply chains and logistics will have to execute at speeds much faster than they execute today.”

Shopify did not respond to our request for comment.

2025 RTIH INNOVATION AWARDS

Supply chain technology will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now opened for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.