OpenAI struggles to turn ChatGPT into an Amazon-like platform

OpenAI is reassessing its efforts to transform ChatGPT into a full-fledged e-commerce destination, as its initial push into direct in-chat purchasing has not delivered the expected results. On Tuesday, the company confirmed that it is stepping back from a feature that allowed users to complete purchases directly within the chatbot interface. The move signals a shift in strategy after early attempts to position ChatGPT as a central shopping hub struggled to gain traction.

OpenAI had introduced shopping capabilities last year, aiming to turn ChatGPT into a conversational “shopping assistant” that could guide users toward relevant products and vendors. In September, the company rolled out a feature called “Instant Checkout,” which enabled users to browse items through chat, add them to a cart, and complete purchases without leaving the platform. While merchants ultimately processed transactions, ChatGPT acted as the gateway for the entire buying experience.

Despite the ambition behind the feature, adoption has been limited. In its latest update, OpenAI acknowledged that Instant Checkout did not meet expectations for flexibility and usability.

“We’ve found that the initial version of Instant Checkout did not offer the level of flexibility that we aspire to provide, so we’re allowing merchants to use their own checkout experiences while we focus our efforts on product discovery,” the company said in a blog post.

Although the feature will not be completely removed, OpenAI indicated that it will no longer be a primary focus. Merchants can still integrate checkout functionality through apps within ChatGPT, but the company is now shifting its attention toward improving how users discover products rather than how they complete purchases.

An OpenAI spokesperson confirmed that development of Instant Checkout as a standalone feature will be deprioritised. Instead, the company plans to enhance product discovery tools while continuing to support multiple checkout methods, including directing users to merchants’ own websites.

Earlier reports from The Information and CNBC suggested that OpenAI is encouraging merchants to build their own mini-apps within ChatGPT. These apps would help users explore products within the chatbot but ultimately route them to external checkout pages managed by the merchants themselves. One source cited in those reports noted that users were not widely relying on ChatGPT for making actual purchase decisions. Supporting this observation, a study conducted in October found that referral traffic from ChatGPT was not generating significant revenue for e-commerce platforms.

Rather than continuing to push ChatGPT as a direct shopping portal, OpenAI is now positioning it as an intelligent intermediary. In this place, users can research, compare, and evaluate products before making a purchase elsewhere.

This evolving approach is powered by the company’s Agentic Commerce Protocol (ACP), an open e-commerce standard developed in collaboration with Stripe. The protocol uses structured data from participating merchants to improve the surfacing and presentation of products in ChatGPT.

Looking ahead, OpenAI plans to expand the chatbot’s capabilities in product comparison and research. Users will be able to view more detailed product information, including side-by-side images, pricing comparisons, feature breakdowns, and user reviews — all aimed at helping them make more informed purchasing decisions.

With this shift, OpenAI appears to be moving away from competing directly with traditional e-commerce platforms and instead focusing on becoming a powerful discovery and decision-making layer in the online shopping journey.