By Contributor,Gerui Wang,Justin Sullivan

Copyright forbes

SAN FRANCISCO, CALIFORNIA – JUNE 02: Open AI CEO Sam Altman speaks during Snowflake Summit 2025 at Moscone Center on June 02, 2025 in San Francisco, California. Snowflake Summit 2025 runs through June 5th. (Photo by Justin Sullivan/Getty Images)
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The familiar ritual of online shopping, scrolling through endless search results, comparing tabs, filling digital carts, is on the verge of obsolescence. AI agents are now entering the marketplace to streamline shopping experience.

With its emerging “Buy It” function, ChatGPT’s new development indicates that a general-purpose chatbot is now being deployed in real-world scenarios, such as e-commerce. Although tech companies and startups are strategically developing AI agent in medical research, drug discovery, coding tasks, writing, and image editing, e-commerce is an arena that has interface with the broadest users on the daily basis. AI agents’ deployment in the online marketplace will force many industries to adapt, ranging from advertisement, marketing and digital payment to warehouse services, distribution and supply chains of marketable goods.

As companies like OpenAI collaborates with platforms like Shopify and Etsy to handle discovery, evaluation, and payment in a single thread, chatbots are not just “thinking”, reasoning, and writing, but acting in the real world.

From LLM to Agent Learning from Experience

Earlier in the month, OpenAI’s report on how people are using AI reveals, most of user queries centered on daily life, not work. It seems that these users’ conversations with AI are where companies understand user needs to chart a blueprint for its next profitable frontier. When we query about items to pack for weekend camping or affordable ways of a cultural exploration of Zurich, the conversations with AI becomes an occasion for AI to conduct market research, first curating a list of desirable items, and then making recommendations of how and where to purchase or make bookings.

The success of AI in the next few years will be determined by its ability to bridge the digital information and the physical world problems. In this process, AI models must evolve from a repository of data into a system that learns from dynamic experience. The change begins when AI starts learning from the outcomes of its actions. Every time a user rejects its suggestion or completes a purchase, it generates a data point. This feedback loop, where AI’s recommendations are shaped by real-world consumer behavior, is what will allow it to graduate from a shopping assistant to an adaptive purchasing agent.

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So, how does this agent-driven commerce work in practice? Unlike Amazon and Walmart, which often handle their own warehouses and logistics, ChatGPT operates as an intermediary. It has no trucks or fulfillment centers. Instead, its value is quick filtering and synthesis of information in one place. A user can ask, “Find me a unique, handcrafted leather journal under $50,” and an AI agent can scour its partner sites, compare options, and facilitate payment for users.

This is a double-edged sword for consumers. Shopping becomes exponentially faster, moving from search, compare, and click to ask and confirm. However, it also narrows the frame of choice. Just as ChatGPT’s recent launched Pulse feature filters news based on your preferences, the shopping agent filters products based on its interpretation of your request. You gain a concierge, but you may lose the serendipity of discovering a small business that doesn’t perfectly match the algorithm’s criteria.

Business Impact: The New Battle for Shelf Space

For businesses, this shift is existential. The “Buy It” function creates a new, powerful gatekeeper. The battle for digital shelf space is no longer just about Google SEO but visibility agentic AI. How does a brand ensure its products are the ones the AI agent recommends?

For small and medium businesses, collaboration with AI platforms like ChatGPT could be a lifeline, offering access to a vast user base and a streamlined payment process they couldn’t build themselves. For giants like Amazon, Target, ebay and Walmart, the threat is being disintermediated. If the AI agent is the starting point for product search, their websites become back-end fulfillment centers in a race to the bottom on price and delivery speed. Their response will likely be to double down on their own, more integrated AI shopping assistants.

This competition will inevitably reshape the advertising landscape. While today’s ChatGPT results may seem organic and impartial, the future will see chatbots become a competing ground for advertisements. Companies will vie for premium placement within AI’s recommendations, creating a risk of a new digital inequity: only those with the resources to secure these prime AI spots will get maximum exposure.

The Risks and The Road Ahead

This nascent model is not without its risks. The potential for market consolidation is significant, potentially leaving behind smaller players who cannot afford to play the new AI optimization game. Furthermore, the data privacy implications are profound. To act as a true purchasing agent, the AI requires deep access to our payment information, shipping addresses, and personal preferences. The question of who guards this data, and how it is used, will be a major trust barrier to overcome.

The trajectory, however, is clear. The development of domain-specific AI, in biomedicine, coding, and financial analysis, proves the broader trend: AI must be applied. E-commerce is simply one of the largest and most visible testing grounds. We may expect to see AI agent extensions on major retail site, and stores will offer their own AI-streamlined payments.

ChatGPT’s foray into commerce is a clear signal that the storefront of the future may have no visuals at all, just a blank text box, an intelligent agent, and the simple prompt: “What can I help you find?” The companies that thrive will be those that understand this is more than a new checkout option; it’s a fundamental reimagining of the relationship between consumer and brand, humans and AI.

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