OpenAI Revises ChatGPT Commerce Strategy Amid Low Merchant Adoption and Revenue Pressures

OpenAI Shifts Focus to App-Based Purchases in ChatGPT

OpenAI is pivoting its commerce strategy for ChatGPT, moving away from direct in-chat purchases to an app-based model. The company initially introduced a checkout feature in September 2025 with partners like Shopify, Etsy, and Stripe. However, low merchant adoption and operational challenges have forced OpenAI to reassess its approach.

According to sources familiar with the situation, users are actively researching products within ChatGPT but are hesitant to complete transactions through the platform. This trend has been a significant obstacle for OpenAI's revenue goals, particularly as the company prepares for an Initial Public Offering (IPO).

Why it Matters

The shift in strategy is crucial for several reasons:

1. Revenue Diversification: OpenAI needs to explore multiple revenue streams to support its ambitious growth plans and high operational costs.
2. Merchant Engagement: The low adoption rate by merchants highlights the need for a more user-friendly and scalable solution.
3. User Experience: By integrating with established apps, OpenAI can enhance the user experience while maintaining control over the commerce ecosystem.

Key Risks

1. Revenue Impact: Redirecting transactions through third-party apps could reduce OpenAI's direct revenue from commerce, potentially impacting its financial performance leading up to the IPO.
2. Operational Complexity: Onboarding and integrating with multiple app partners may introduce additional operational challenges, such as ensuring smooth user experiences and maintaining data security.
3. Competition: The involvement of major players like Amazon could intensify competition in the AI-driven commerce space.

The Opportunity

1. Enhanced User Trust: Partnering with established brands can increase user trust and confidence in completing transactions through ChatGPT.
2. Scalability: App-based purchases offer a more scalable solution, allowing OpenAI to onboard new merchants and services more efficiently.
3. Strategic Alliances: Collaborations with companies like Amazon could provide valuable resources and insights, potentially leading to innovative features and enhanced user experiences.

Revenue Pressure Builds Ahead of Planned IPO

OpenAI's decision to shift its commerce strategy comes at a critical time as the company faces mounting revenue pressures. According to The Information, integrating the checkout feature was a labor-intensive process, with OpenAI having to onboard each active retailer individually. As of February 2026, the company had not yet developed systems to collect and remit state sales taxes.

To address these challenges, OpenAI is now focusing on app-based purchases through partners like Instacart, Target, Expedia, and Booking.com. Since December, Instacart has allowed ChatGPT users to link their existing accounts and complete transactions seamlessly. OpenAI and Stripe are also continuing to develop the Agentic Commerce Protocol, which will support app-based purchases.

Amazon's Role

Amazon recently took a significant stake in OpenAI, investing $15 billion with an option to invest up to $50 billion. This strategic move is likely aimed at steering ChatGPT users toward Amazon's platform and leveraging the partnership to enhance its AI capabilities. Until now, Amazon had blocked AI apps like ChatGPT from accessing its merchant data, but this new investment signals a shift in strategy.

Conclusion

OpenAI's pivot to an app-based commerce model for ChatGPT reflects a pragmatic approach to addressing low merchant adoption and revenue challenges. While this shift may impact direct revenue streams, it offers the potential for enhanced user trust, scalability, and strategic alliances that could be crucial for OpenAI's long-term success.