On January 26, 2026, OpenAI entered the commerce arena ~ not as a passive assistant, but as an active sales channel. With one update, ChatGPT now takes a 4% cut on every transaction made through its Instant Checkout feature.
This isn’t affiliate. This isn’t advertising.
It’s a direct-to-AI transaction fee, a toll for access to AI-powered conversions.
For Shopify merchants, this changes the game:
You’re not just optimizing for Google or Instagram anymore.
You’re now optimizing for chat and paying for the privilege.
What’s Happening?
OpenAI, via a deeper Shopify integration, now allows consumers to shop directly through ChatGPT. Merchants with Shopify’s eligible features can opt in, and users can complete purchases inside the conversation, no website needed.
Key details:
OpenAI charges 4% per transaction made through Instant Checkout
Merchants can opt in or out per platform (ChatGPT, Gemini, Copilot, etc.)
Google and Microsoft currently offer similar AI shopping integrations without a fee
If you’re on Shopify, your products might still show up in chat answers via link — even if you don’t enable Instant Checkout
🔗 Want to see the official details? OpenAI’s developer post lays it out.
Why This Signals a Shift in AI Commerce
This is the moment where AI goes from assistant to platform. ChatGPT can now own the entire buying journey:
Discovery: “What’s the best rose toner under $50?”
Evaluation: “How does Fresh compare to K-beauty brands?”
Conversion: “Perfect. Add to cart.” → [Checkout in-chat]
That’s not a tool, that’s a storefront.
And now, AI commerce has a business model.
Is 4% the Real Cost?
Let’s break it down:
| Channel | Typical CAC | Ownership | UX Friction | Transaction Cut |
|---|---|---|---|---|
| Google Ads | $10–$45 | You | Medium | None |
| Instagram Ads | $15–$80 | You | Medium | None |
| Affiliate | % Rev Share | Split | Low | 10–30% |
| ChatGPT | 4% | AI | Ultra Low | 4% |
If ChatGPT can recommend, upsell, and convert in one click… is 4% a fee or a discount?
It depends. But what’s clear is that AI is no longer neutral. It’s the new middle layer between your product and your customer.
What You Should Do Now
1. Audit your exposure
If you’re a Shopify brand, your products may already be showing up in ChatGPT answers, even if you haven’t opted in. Start by reviewing your Shopify > Search & Discovery > AI surfaces settings.
2. Optimize your product data
ChatGPT doesn’t guess. It pulls structured data: titles, reviews, ratings, pricing. Make sure your catalog is clean, clear, and conversion-ready.
3. Decide your position
Will you embrace AI commerce now or wait it out? Early adopters may gain brand authority. Holdouts may preserve margins for now.
One More Thing…
If your current site isn’t optimized for this next wave of AI-driven commerce, it’s time to rethink your setup.
We’ve been saying this since “What Sets You Apart Isn’t Your Logo — It’s Your Legacy” and now the market just proved it.
🚀 Ready to future-proof your brand for AI commerce?
Whether it’s Shopify integration, conversion-focused UX, or prepping your catalog for AI surfaces, we can help.
📩 Contact us to explore your next move.
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