OpenAI takes on Google, Amazon with new agentic shopping system, marking its most ambitious move into e-commerce yet. ChatGPT users in the U.S. can now browse and buy directly from Etsy, with Shopify integrations rolling out soon.
Image Credits:OpenAI
This launch isn’t just about adding shopping features—it’s about redefining how people interact with online stores. Instead of clicking through endless product pages, OpenAI’s system acts like a personal shopping agent, finding the best match for your needs.
How OpenAI’s Shopping System Works
The new agentic shopping system is built directly into ChatGPT. Users can ask the AI to find a product—say, “a handmade leather journal under $50”—and it will pull real-time results from Etsy. Soon, Shopify sellers will also be included, expanding the marketplace.
Unlike traditional search engines, the system is designed to mimic human-like reasoning. It doesn’t just list items—it explains why certain products fit your request, adding transparency and trust.
Why This Puts Pressure On Google And Amazon
For years, Google has dominated product discovery while Amazon has owned online retail. OpenAI’s move challenges both giants at once. If shoppers begin turning to ChatGPT as their starting point, it could shift billions in ad spend and sales away from traditional platforms.
Amazon is still the go-to for fast shipping, and Google Search remains unmatched in reach. But OpenAI’s edge lies in personalization—its system feels more like having a shopping assistant than using a search bar.
A New Era Of Agentic AI In E-Commerce
This launch signals a broader trend in AI: moving from static tools to agentic systems that take action on a user’s behalf. Instead of browsing hundreds of links, users get curated recommendations and direct purchasing options.
For sellers, the integration with ChatGPT could open new visibility channels. For shoppers, it means less friction and more confidence in buying decisions.
What’s Next For OpenAI’s Shopping Ambitions
OpenAI is starting small with Etsy and Shopify, but the roadmap could easily expand to major retailers and direct-to-consumer brands. If adoption grows, we might see partnerships with logistics providers, payment systems, and even same-day delivery networks.
In many ways, OpenAI’s strategy mirrors Google’s and Amazon’s early e-commerce experiments—but with the added power of conversational AI. This is the first glimpse of what shopping could look like in an AI-driven future.
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