OpenAI is preparing to add a payment system into ChatGPT, allowing users to complete purchases without ever leaving the chatbot. Retail leaders are calling it a turning point in e-commerce, as it may significantly simplify how people shop online.

The company is expected to take a cut of transactions and work with platforms such as Shopify to streamline operations. With over 77 million users, ChatGPT has the reach to become a dominant shopping tool, potentially bypassing platforms like Amazon.

Executives worry visibility could depend on revenue-sharing, forcing brands to pay for prominence in the chatbot. Some fear this pay-to-play model could leave smaller retailers behind and limit consumer choice.

At the same time, personalised AI-driven recommendations may enhance user experiences while raising questions about data use and bias. Entrepreneurs on X are already predicting widespread AI-led shopping within a year.

Retailers are now adjusting strategies to remain visible in this new market. While some early adopters show success using AI to complete purchases, others highlight technical challenges in integration and website compatibility.

Observers say search engines could lose relevance as shoppers turn to AI instead. Regulators remain cautious, particularly in markets like Australia, where many consumers are open to AI-led transactions.

The industry faces a shift where chatbots may evolve into full-scale digital marketplaces. Brands are urged to act quickly, or risk losing out as AI commerce becomes the norm.