Shopify’s Trojan Horse? How ChatGPT Might Undercut Amazon

AI might soon disrupt the way we shop more than ever before. A recent leak regarding ChatGPT could revolutionise shopping very soon. The leak gave indication that OpenAI are working on integrating the checkout process of Shopify website into its platform which would disrupt traditional eCommerce journeys and reshape digital sales strategies.

AI is playing an increasingly important role in how consumers discover products, with tools like ChatGPT helping users find the best options based on specific customer requirements. This change potentially takes this step away, it could make the path to purchase much more streamlines in the sense of consumers being able to find the best product for them and make a purchase without ever visiting the brand’s website or engaging with its content.

This development raises important questions and creates new opportunities for brands. If ChatGPT becomes a key touchpoint in the purchase journey, the current focus on optimising brand websites and digital content may shift dramatically. To participate in this new ecosystem, brands might need a Shopify storefront just to be visible in ChatGPT’s purchase flow.

This could also reshape the balance between DTC and marketplaces. If AI provides greater relevance through its results and fulfils the customer needs, consumers may look to the easier option and not browse multiple platforms or engage with brand content across channels. That could weaken traditional touchpoints and consolidate the customer journey into a single conversational transaction.

The implications for platforms outside Shopify and especially for Amazon are significant. While Amazon may continue to hold the crown of having the lowest prices, the ability for Shopify to insert itself into a frictionless, AI-powered path to purchase could disrupt their existing monopoly. The shift would raise the ecommerce bar and build greater competition stacking up to the likes of Amazon

Brands should keep a very close eye on this development and continue to consider how optimising their sales channel approach using AI is key. That could include driving efficiency with marketing, content or operations but broadly could mean adding a new sales channel through the likes of Shopify.