The news: ChatGPT will charge Shopify merchants a 4% fee on sales made through its Instant Checkout functionality once the feature goes live later this month, per The Information.
- That charge will be added to Shopify’s existing merchant fees.
- Sellers will need to opt in to enable purchases via ChatGPT and any other AI platforms with a checkout fee.
Why it matters: The additional friction—and expense—of selling on ChatGPT could make the platform less desirable for merchants experimenting with agentic commerce. Neither Google nor Microsoft is currently charging Shopify merchants additional fees for purchases made through their chatbots. Additionally, unlike with ChatGPT, products are by default available for purchase in AI platforms without checkout fees—potentially allowing merchants to see sales from those platforms as soon as their partnership with Shopify goes live.
Where ChatGPT has the advantage is against marketplaces like Amazon and Walmart, which take a much larger cut of sales in addition to charging for services like fulfillment and advertising. However, that could change as ChatGPT builds out its advertising business, although the company will have to strike a delicate balance between monetizing its platform and maintaining user trust.
The implications: ChatGPT’s fees could deter some Shopify merchants from immediately adopting its checkout feature, potentially handing momentum to competitors like Google and Microsoft that are under less pressure to monetize their AI chatbots.
At the same time, early adopters of Instant Checkout could reap quick rewards as more consumers turn to ChatGPT for search and product discovery.
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