ChatGPT Opens the Door to In-Chat Shopping: Why This Matters for eCommerce Leaders and How NetElixir Can Help

Yesterday, OpenAI announced something thatcould reshape digital commerce: shoppers can now search, discover, and buyproducts directly inside ChatGPT. No new tabs. No redirects. The entire journey- from asking a question or even having a conversation to completing a purchase- happens within a single chat.

This rollout starts with Etsy in the U.S.,with Shopify integration coming soon. Payments are powered by Stripe, andmerchants remain the seller of record. Importantly, results are organic, notads…at least for now.

Why this is a big deal

ChatGPT isn’t just a Q&A tool anymore.With over 700 million people using it weekly, it has instantly become one ofthe largest potential shopping destinations. This is the first step toward achat-native “walled garden,” where shoppers spend their full journey inside theplatform.

And with agentic AI in play, this isn’ttraditional eCommerce. Shoppers can ask for “the best gift under $50 for a newparent,” get a personalized recommendation, and check out on the spot. Thatchanges behavior and raises the bar for how product data, offers, and trustsignals are presented.

For mid-size and large eCommercebusinesses, this means two things:

1. New distribution at scale. A fresh surface where buyers are already engaged.
2. Shift in competition. Google, Meta, and Amazon will still anchor the core of digital advertising, but the real story is the fragmented edges - new, high-intent environments like     ChatGPT, TikTok, Apple, Microsoft, and retail media. Winning in this new era will require mastering the Consolidated Core while experimenting at the Fragmented Edges.

What you should do now

1. Get “Agentic Ready.” If you’re on Shopify, now is the time to prepare your catalog and checkout systems to plug into ChatGPT. And if you’re considering a transition to Shopify from your current eCommerce platform, NetElixir can support you end-to-end with Shopify development and integration.
2. Clean up product data. Structured descriptions, real-time inventory, and clear shipping/returns policies will drive visibility in chat results.
3. Think in bundles. Create ‘gift kits,’ ‘starter packs,’ or seasonal bundles that an AI agent can easily recommend. NetElixir’s LXRInsights platform, with its product bundling algorithms, can help you identify and design the bundles most likely to resonate with your customers
4. Track everything. Tag ChatGPT-driven orders in Shopify/GA4 and compare conversion rates, AOV, and repeat behavior with your site traffic.
5. Run a Q4 pilot. Use the holiday season to test demand and learn how shoppers respond in this new environment. NetElixir’s Experimentation Team can help you design and     activate these pilots seamlessly.

Bottom line

This is the start of agentic commerce in the West. It’s both an incredible growth opportunity and a hedge against over-dependence on Google, Meta, and Amazon. The future won’t be about betting everything on the Big Three…it will be about balancing the Consolidated Core with the Fragmented Edges. As an AI-First Digital Agency, NetElixir is uniquely positioned to help brands prepare for this shift—from making your products “agentic ready” to running early experiments that turn ChatGPT into a profitable growth channel.