OpenAI is transforming ChatGPT into a visual shopping assistant through its Agentic Commerce Protocol (ACP). The platform now offers product discovery, side-by-side comparisons, and merchant integration, eliminating the need to jump between tabs and search multiple sites. Users can browse products visually, upload images for inspiration, and refine results through conversational queries.

This update expands ACP to support product discovery, bringing more complete and up-to-date information directly into ChatGPT. Major retailers including Target, Sephora, Nordstrom, Lowe's, Best Buy, The Home Depot, and Wayfair have integrated their catalogs. For Shopify merchants, product data is already integrated through Shopify Catalog, appearing automatically in relevant conversations without additional work.

Walmart is launching an in-ChatGPT app experience that transitions users from discovery to a tailored Walmart environment with account linking and payments. OpenAI is shifting focus from its Instant Checkout feature to product discovery while allowing merchants to use their own checkout systems. These improvements roll out this week to all ChatGPT users, marking a significant step toward AI-native commerce where conversational AI handles the entire shopping journey from initial exploration to final purchase.