ChatGPT product discovery shifts from instant checkout to merchant-controlled shopping
OpenAI expanded visual product browsing, comparison and image-based shopping in ChatGPT, supported by merchant feeds through its Agentic Commerce Protocol. The company emphasized routing users to merchant checkout rather than making Instant Checkout the central experience.
Why it matters: AI shopping is moving toward discovery and decision support while merchants retain checkout, fulfillment and customer ownership. Product feeds and attribution become as important as model-generated recommendations.