OpenAI is prototyping a native checkout feature inside ChatGPT, signaling a major shift in how consumers might shop and how brands might compete. Here's what you need to know:
OpenAI is testing a system where users can complete purchases directly inside ChatGPT, transforming it from a research assistant into a full-scale affiliate platform. Brands would pay OpenAI a commission for each transaction.
Small brands like The Checkroom and Viv For Your V worry that big spenders (e.g., Amazon, H&M) could dominate product visibility if paid placements dictate recommendations, undermining organic discovery and trust.
Viv For Your V, a toxic-free period care brand, saw a 400% spike in traffic from AI-generated referrals after a study about heavy metals in tampons went viral, but founders now fear educational content may be deprioritized if monetization takes over.
Companies like Joe & Bella and Springrose are adapting product copy to match ChatGPT’s language processing, testing formats, rewriting sizing guides, and using a conversational tone to optimize for SEO and GEO.
While some see potential for higher sales via frictionless checkout, others ask: Will brands get buyer data? If ChatGPT misrepresents a product, it’s the brand, not OpenAI, that risks reputational damage.
A growing number of forward-thinking brands are closely monitoring the development of ChatGPT's in-chat checkout system, recognizing its potential to reshape digital commerce.
We dove into the growth and success metrics of these brands mentioned in the above article.
Barrière, an apparel and accessories brand, leads the group of emerging names paying attention to ChatGPT checkout with a strong Charm Growth Score of 90.09 and 14,775 Instagram followers. Health and wellness brand Bird&Be follows with a Growth Score of 82.06 and a solid Instagram presence of 28,641 followers.
Springrose, known for its adaptive intimates, stands out with a 70.51 Growth Score and 4,703 followers. Viv for your V, offering toxic-free period-care products, comes next with a Growth Score of 60.06 and 14,446 followers. Rounding out the list is Joe & Bella, another adaptive apparel brand, with a Growth Score of 51.67 and 5,410 Instagram followers.
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