ChatGPT users research products but won't buy there, forcing OpenAI to rethink its commerce strategy (2 minute read)

OpenAI is pulling back from processing purchases directly inside ChatGPT and will let app partners handle transactions instead. Purchases will now go through apps integrated into ChatGPT. OpenAI first announced its checkout feature in September 2025, but hardly any ants signed up. While people are researching products on ChatGPT, they aren't following through with purchases there. The checkout process was a hands-on process. OpenAI had to onboard each active retailer individually, and it didn't have systems to collect and remit state sales taxes.