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OpenAI Pulls Back From in-Chat Shopping as Ecommerce Reality Bites

Summary by Retail Gazette
OpenAI has scaled back its plans to turn ChatGPT into a fully integrated shopping destination, marking a significant shift in its ambitions to reshape online commerce. The AI giant had previously launched an ‘Instant Checkout’ feature that allowed users to browse products and complete purchases directly within the ChatGPT interface. The initiative, unveiled last September, was developed in partnership with ecommerce platforms including Shopify a…
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OpenAI's change in policy regarding bookings through ChatGPT has sent shares of Booking.com and Expedia soaring, with analysts seeing it as a major strategic shift.

As so-called agent commerce emerges as a new trend in online retail, ChatGPT developer OpenAI is making a major strategic shift: it is abandoning plans to implement integrated payments in its interface and opting for a model that directs users to third-party apps – retailers or brands.

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exchangewire.com broke the news in on Tuesday, March 10, 2026.
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