Big news in the e-commerce world this week – Shopify has announced a partnership with OpenAI to roll out a ChatGPT-powered checkout. For now, the feature is launching in the US first (a bit like TikTok Shop did) – but with AI moving at lightning speed, we wouldn’t be surprised if it makes its way to Australia sooner rather than later. And with the busy retail season creeping up, it’s worth preparing now so you’re ready to jump on it when it arrives.
So, what does this actually mean for us as small businesses? In simple terms, it opens up a new sales channel, most likely connected through the Shopify Shop app, where customers can browse and buy directly inside ChatGPT. Think of it as a new shopfront where people can not only ask for recommendations but complete the purchase on the spot – no website visit needed.
What’s rolling out right now
The announcement confirms that:
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It’s starting with Etsy and Shopify – U.S. ChatGPT users can already buy from Etsy sellers, with Shopify merchants (including big names like SKIMS and Spanx) next in line.
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Single-item purchases first – Multi-item carts are planned, but not at launch. That’s useful to note for us: it’ll likely suit simpler, single-product transactions before more complex bundles or gift vouchers.
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An open standard is powering it – OpenAI and Stripe have co-developed the Agentic Commerce Protocol, which securely passes order details to merchants. Importantly, Shopify merchants keep control of payments, fulfilment, returns, and customer relationships – so we’re not handing the keys over to AI.
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No “pay to play” bias – Products aren’t promoted through advertising. They’re ranked on relevance, price, availability, and quality. That levels the field for small Aussie brands, as long as our listings are accurate and optimised.
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Payments are seamless – ChatGPT uses cards already stored with OpenAI for shoppers, while payments flow through the merchant’s existing system (Stripe, Shopify Payments, etc.).
This isn’t just a checkout tweak – it’s the first step towards what OpenAI is calling agentic commerce: AI not only helping shoppers find things, but also completing the sale.
What we’re doing now to get ready
We’re not waiting around – and we don’t think you should either. Here’s what we’re advising ourselves and clients to do inside the Shopify Shop app:
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Polish your storefront – Upload a clear logo (minimum 512x512 pixels) and make sure your store avatar looks sharp. Update your 320-character store description so it clearly reflects who you are and what you sell.
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Check your policies – Your returns, shipping, and terms pull straight from your Shopify admin. Make sure they’re up to date and reflect the reality of your business, especially for international shipping. With U.S. duties and taxes shifting recently, clarity here is key.
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Claim your URL – By default, Shopify assigns a random Shop app URL. You can request your actual business name, and we recommend doing it sooner rather than later.
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Review your catalogue – The Shop app lets you control which products appear. We suggest removing free add-ons, complex bundles or gift vouchers (at least for now) and focusing on simple, shoppable products.
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Engage with reviews – Shop reviews are trusted because they can’t be edited. Respond actively to feedback and show you’re present.
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Tidy up your layout – Highlight hero products and top collections. Make it easy for new shoppers to understand what you sell.
These are small, practical steps that put you ahead of the curve while we wait for the rollout.
Why it’s exciting (and why we should watch carefully)
Imagine a future where someone asks ChatGPT, “Find me an Australian brand that sells breathable silk hair bonnets” – and your store appears with a buy-now button. That’s the opportunity here.
Of course, fees will apply (as they do with every sales channel), but Shopify and OpenAI have been clear: results aren’t pay-to-play ads, they’re ranked on what’s most useful to the shopper. That’s good news for small businesses competing with bigger names.
For now, the best move is to get your Shop app in order. Don’t wait until the feature lands in Australia – by then, those who’ve prepared will already be ahead.
This is one of those moments where AI is genuinely reshaping how e-commerce works, and small retailers have a chance to be early movers. Watch this space – we’ll keep updating as more details land.
Mini Glossary
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Shopify Shop app – A mobile shopping app from Shopify that lets customers browse and buy from Shopify-powered stores.
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Checkout – The process customers go through to pay for their order.
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Agentic Commerce Protocol – A new open standard (developed with Stripe) that lets ChatGPT hand order details securely to merchants.
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Sales channel – A place where you can sell your products beyond your website (e.g. TikTok Shop, Facebook, or in this case, ChatGPT).
