23/10/2025
ChatGPT Shopping Under-Performs - How Do Smart Digital Marketers Pivot
ChatGPT's shopping feature underperforms traditional channels
OpenAI's ambitious push into e-commerce through its Instant Checkout feature is encountering significant hurdles, despite the company's broader efforts to transform how people shop online. While the feature launched just weeks ago with fanfare from major retailers, new research and user testing reveal a complex picture of promise and problems.
Digital and affiliate marketers can stay competitive despite ChatGPT’s new shopping feature — which now integrates in-chat product listings, instant checkouts, and curated recommendations — by leveraging new positioning and omnichannel strategies.
Below are 10 detailed, expert-level action steps grounded in 2025 eCommerce and AI marketing research.