OpenAI expands product discovery in ChatGPT via Agentic Commerce Protocol

OpenAI has expanded the capabilities of ChatGPT to transform product discovery from a fragmented search process into a seamless conversational experience. By extending the Agentic Commerce Protocol (ACP), ChatGPT now allows users to browse products visually, compare options side-by-side, and refine their shopping needs through natural conversation.

Enhanced Visual Shopping and Comparison

ChatGPT now provides a more visual and structured approach to product discovery, reducing the need for users to navigate multiple browser tabs or "best of" lists. Key capabilities include:

  • Visual Browsing and Image-Based Search: Users can upload images as inspiration to find similar items and browse product grids visually.
  • Side-by-Side Comparisons: Products are presented in comparison tables featuring key details such as price, reviews, and features, allowing for rapid evaluation.
  • Conversational Refinement: Users can describe their preferences, budget, and constraints to narrow down product options in real-time.
  • Improved Data Accuracy: OpenAI has improved the speed, relevance, and product coverage to ensure results are up-to-date.

These updates are rolling out this week to all ChatGPT Free, Go, Plus, and Pro users.

The Agentic Commerce Protocol (ACP)

The Agentic Commerce Protocol (ACP) serves as the connective layer between merchants and ChatGPT. It enables merchants to share product feeds and promotions to ensure their catalogs are accurately represented within the AI interface.

Integration Paths for Merchants

Merchants can integrate their product data into ACP through several methods:

  • Direct Integration: Leading retailers such as Target, Sephora, Nordstrom, Lowe’s, Best Buy, The Home Depot, and Wayfair have already integrated into ACP.
  • Third-Party Providers: ACP supports delivery paths through providers like Salesforce and Stripe.
  • Shopify Integration: For merchants on Shopify, product data is integrated automatically via the Shopify Catalog, requiring no additional work from individual merchants.

OpenAI states that ACP is intended to be the foundation for future AI-native commerce features, including personalization, local availability, and estimated times of arrival (ETAs).

Merchant Conversion and Ecosystem Partnerships

OpenAI is shifting its focus toward product discovery, allowing merchants to use their own checkout experiences rather than relying on a restricted "Instant Checkout" version. This approach provides merchants with more flexibility in how they convert consumers.

Specialized Merchant Experiences

While focusing on discovery, OpenAI continues to support deeper integrations through ChatGPT apps:

  • Walmart Integration: Walmart has launched an in-ChatGPT app experience. This allows users to move from discovery in ChatGPT into a tailored Walmart environment that supports account linking, loyalty programs, and Walmart payments. This experience is currently available in web browsers, with iOS and Android app access coming soon.

"By partnering closely with OpenAI, we’ve been able to learn together as we move quickly to shape what agentic commerce can become. Today’s launch brings Walmart directly into the ChatGPT experience, combining leading conversational AI with the decades of retail expertise we’ve built serving customers."

— Daniel Danker, EVP, AI Acceleration, Product and Design at Walmart

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