ChatGPT Adds Checkout, Launching Agentic Commerce Era

ChatGPT’s new e-commerce checkout system enables AI-powered shopping assistants to complete purchases directly within conversations

Key Takeaways

• OpenAI launches checkout system in ChatGPT, enabling direct purchases within the chat interface and marking the beginning of what Bernstein analysts call “the Agentic One” era of commerce.
• Retail e-commerce growth projected to increase 1.5-2.5 percentage points annually as AI agents handle product discovery, price comparisons, and transaction completion autonomously.
• Payment giants Visa, Mastercard, Stripe and PayPal enhance AI capabilities while only 11% of online retailers report no plans to invest in AI technology in 2025.

Introduction

OpenAI’s integration of a checkout system into ChatGPT represents a fundamental transformation in online commerce. The move enables users to complete purchases directly within the chat interface, with merchants paying affiliate and processing fees to facilitate transactions.

This development signals the emergence of what Bernstein analysts describe as “the Agentic One” era. AI agents now handle the entire shopping process from product identification to transaction completion, fundamentally changing how consumers interact with e-commerce platforms.

Key Developments

The checkout integration builds on OpenAI’s earlier launch of Operator, developed in partnership with companies including Uber, DoorDash, and Instacart. This expansion demonstrates the company’s strategy to embed transactional capabilities directly into conversational AI platforms.

Bernstein identifies this as a significant AI consumer use-case where agents simplify online shopping by providing authentic reviews, price comparisons, and form completion assistance. The technology creates autonomous software entities that execute tasks and make decisions without direct human intervention.

Retailers are simultaneously adapting their operations around unified commerce platforms that integrate customer data, inventory management, and AI-powered recommendations. Store associates now use mobile devices to engage customers across locations and complete seamless transactions.

Market Impact

The shift toward agentic commerce is driving substantial changes across payment networks and processors. Card networks including Visa and Mastercard are positioning themselves as winners in this transition, with Bernstein noting that “cards appear to be the winners (not stablecoins).”

Companies integrating financial capabilities into AI agents report significant revenue increases, with some experiencing triple revenue growth as transaction volumes scale. This performance attracts venture capital investment and supports sustainable business models.

Current adoption metrics show 92% of AI-using shoppers report enhanced experiences, while 87% indicate greater likelihood to use AI for complex purchases. The technology demonstrates strong customer retention, with 46% of consumers remaining loyal to agentic services despite price increases.

Strategic Insights

The agentic commerce model fundamentally alters competitive dynamics as brands must now optimize for AI agent recommendations rather than traditional marketing funnels. Companies are shifting focus toward providing machine-readable product data, detailed descriptions, and transparent policies to ensure AI agents favor their offerings.

This transformation particularly benefits sectors handling complex workflows. Finance, consulting, and auditing firms report that agentic AI effectively doubles workforce capacity without proportional headcount increases, enabling organizations to redeploy human resources to higher-value activities.

The technology also democratizes commerce by empowering small businesses to compete more effectively. Automated agents handle negotiations, marketing, and logistics, reducing traditional barriers that favored larger corporations.

Expert Opinions and Data

Bernstein analysts emphasize the transformative potential, stating that “agentic commerce can unlock new commercial models, transform existing ones, and fundamentally change how we spend our time online.” According to OpenAI, this development positions AI agents as essential infrastructure within the digital commerce landscape.

Industry data reveals that one in five shoppers already rely on AI for product discovery, effectively bypassing traditional awareness-to-purchase funnels. This shift forces brands to compete for AI agent attention rather than direct consumer engagement.

However, Bernstein identifies critical uncertainties regarding the scale of traffic OpenAI can attract and potential effects on platform advertising, payments, and direct consumer relationships. These factors will determine the ultimate success of the agentic commerce model.

Conclusion

The integration of checkout capabilities into ChatGPT marks a pivotal moment in commerce evolution. AI agents are becoming transactional bridges between previously isolated platforms, embedding themselves as essential infrastructure within digital commerce ecosystems.

The agentic commerce model promises enhanced personalization, operational efficiency, and democratized access to sophisticated commercial tools. Companies that successfully adapt to this agent-centric environment position themselves to capture significant market advantages as autonomous commerce becomes the dominant transaction method.