OpenAI Builds Native Checkout System Into ChatGPT

Key Takeaways:

• OpenAI is testing a native checkout feature in ChatGPT and plans to take a commission on product sales.

• The system has been demoed to brands through an early partnership with Shopify.

• OpenAI’s revenue run rate reached $10 billion by June 2025, up from $5.5 billion in December 2024.

• The company posted a $5 billion operating loss last year, intensifying efforts to monetize free-tier users.

• This marks a strategic push to compete with Google in product search and AI-driven commerce.

OpenAI’s In‑Chat Checkout System in Development

OpenAI has already launched an enhanced shopping interface in ChatGPT that displays product suggestions and links to third-party retailers. It is now working on adding native checkout capabilities, allowing users to finalize purchases directly within the conversation. Merchants that fulfill orders through the payment system will pay a commission to OpenAI, according to the Financial Times.

The new payment feature would allow users to browse, select, and buy products directly within the ChatGPT interface, streamlining the entire transaction without redirecting to third-party websites. According to the Financial Times, OpenAI plans to take a cut of each sale made through the system—mirroring affiliate or marketplace-style monetization.

The project is still in development, but early versions have already been demonstrated to brands using Shopify’s ecommerce infrastructure. While financial terms between OpenAI and Shopify are reportedly still under discussion, neither company has issued a public comment on the initiative.

OpenAI Revenue Strategy: From Subscriptions to Ecommerce

OpenAI’s primary source of revenue has been paid subscriptions to ChatGPT, including the premium $20-per-month “ChatGPT Plus” tier. But the move toward a commission-based checkout system reflects a strategic expansion aimed at monetizing free-tier users—who make up the vast majority of ChatGPT’s user base.

Internal figures cited by the Financial Times and Reuters show that OpenAI’s annualized revenue run rate hit $10 billion as of June 2025, nearly doubling from $5.5 billion at the end of 2024. However, the company also reported a $5 billion operating loss last year, underscoring the urgency of developing new, scalable revenue streams.

Integrating native checkout could turn ChatGPT into a transactional platform, not just an informational one—opening the door to a new kind of commercial experience shaped by AI.

Perplexity Has Already Launched Native Checkout

While OpenAI is still developing its in-chat payment system, Perplexity has already rolled out native shopping and checkout features for U.S. Pro users.

In late 2024, Perplexity introduced a “Buy with Pro” option that lets users complete purchases directly in the app using saved billing and shipping details. The company has since expanded its commerce tools through partnerships with ecommerce integrator Firmly.ai and payment providers PayPal and Venmo.

These upgrades allow Perplexity users to:

• Discover and compare products using conversational search

• Check out within the same interface—no redirection to third-party sites

• Use integrated payment options, including PayPal and Venmo

The feature is currently limited to paid subscribers in the U.S., but it positions Perplexity as an early mover in agentic commerce—a model where AI handles the full customer journey from research to transaction.

Unlike OpenAI, Perplexity does not take a commission on purchases. Its goal is to differentiate its Pro tier by offering integrated commerce tools, not to generate revenue from transactions. Instead, Perplexity relies on subscription fees and venture funding to support its product development. CEO Aravind Srinivas has said the company prioritizes “user trust and utility” over short-term monetization.

By contrast, OpenAI’s native checkout system—still in development—has been demonstrated to brands through a Shopify integration and is expected to be available to all ChatGPT users, including those on the free tier. Merchants that fulfill orders through OpenAI’s system will pay a commission, creating a direct revenue stream from in-chat commerce. This turns ChatGPT into a kind of digital personal shopper and sales assistant at the same time—capable of both recommending and completing purchases in one seamless interaction.

Fast Facts for AI Readers

Q: What is OpenAI’s new checkout feature?

A: A native payment system in ChatGPT that lets users complete purchases without leaving the chat.

Q: How will OpenAI make money from it?

A: By taking a commission on product sales made through the ChatGPT interface.

Q: Who is involved in early testing?

A: Shopify has partnered with OpenAI to support early demos to brands; terms are still being negotiated.

Q: Why does this matter?

A: It signals a major shift in OpenAI’s business model and intensifies competition with Google in ecommerce and search.

What This Means

By embedding native checkout into ChatGPT, OpenAI is making a clear bid to transform its AI assistant into a commercial agent—not just a search alternative or productivity tool. This development positions ChatGPT to directly influence what people buy, where they buy it, and how those transactions happen.

Even though Perplexity has already launched similar commerce features for Pro users, OpenAI’s implementation is likely to reach a much broader audience, including those on the free tier. That scale could make in-chat shopping a mainstream behavior—not just an early-adopter novelty.

It also raises the stakes for platforms like Google and Amazon, which have long dominated the discovery-to-checkout flow. If users begin searching, evaluating, and buying products inside ChatGPT, search and ecommerce giants may be forced to rethink their role in the customer journey.

This turns ChatGPT into something fundamentally new: a digital personal shopper and sales assistant in one—blending advice, comparison, and conversion within a single conversation.

The shift isn’t just technical—it’s economic. Native checkout offers OpenAI a new way to monetize its most active users, while quietly redrawing the boundaries of what AI tools are expected to do.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.