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EMARKETER

What ChatGPT Instant Checkout Means for Brands and Retailers

Separating the Hype From the Reality of In-App AI Commerce

Report by Sky Canaves  |  Nov 12, 2025
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Table of Contents
Executive Summary
OpenAI aims to turn ChatGPT into an ecommerce platform
Retailers and brands have a window of time to prepare for AI-assisted shopping
Recommendations for brands and retailers
Sources
Media Gallery
About This Report
OpenAI’s push into commerce took a major step forward with the launch of in-app shopping on ChatGPT, though it will take time to gain traction as a meaningful retail sales channel.
Topics
Retail Ecommerce Sales
Consumer Behavior
Ecommerce Tactics
United States
Table of Contents
Executive Summary
OpenAI aims to turn ChatGPT into an ecommerce platform
Retailers and brands have a window of time to prepare for AI-assisted shopping
Recommendations for brands and retailers
Sources
Media Gallery

Launched in September, ChatGPT’s Instant Checkout feature gives its nearly 90 million US users a new way to shop online. It’s an early but significant step in the evolution of agentic commerce, with AI bots acting on behalf of shoppers throughout more steps in the customer journey.

Retailers have some time to prepare for this market shift, as ChatGPT’s current shopping experience still has its shortcomings. But once improvements are made, the platform is primed for sharp growth.

Key Question: How should brands and retailers approach using ChatGPT as a sales channel?

Key Stat: Shopping has gained a greater share of mobile ChatGPT queries than other topics, per Sensor Tower data cited by Bain & Company.

Shopping Has Gained More Share of Mobile ChatGPT Queries Than Any Other Topic Tracked
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Table of Contents

  1. Executive Summary
  2. OpenAI aims to turn ChatGPT into an ecommerce platform
  1. Retailers and brands have a window of time to prepare for AI-assisted shopping
  2. Recommendations for brands and retailers
  1. Sources
  2. Media Gallery

Charts in This Report

Shopping Has Gained More Share of Mobile ChatGPT Queries Than Any Other Topic TrackedConsumers Are Using GenAI Tools for Research and Discovery

authors

Sky Canaves

Contributors

Nikolai Dineros
Erika Huber
Director, Report Editing
Emman Velasco
Chart Editor
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