As ChatGPT focuses on checkout, Google hones its shopping experience

As consumers increasingly begin their shopping journeys with conversational AI tools like Google’s Gemini , ChatGPT and Perplexity , there’s been a growing sense that’s it’s only a matter of time before the whole shopping journey — from initial query to purchase — will happen in these platforms. That time has come, with Shopify , Etsy , Salesforce and Walmart all announcing in the last two weeks that they are enabling checkout directly within ChatGPT conversations. More are likely to follow.