OpenAI’s original vision was to own the entire commercial journey

The buy button is moving again. Just months after the industry braced for a future where ChatGPT would own the entire shopping funnel from discovery to final payment, OpenAI has quietly hit the brakes. Reports from The Information confirm that OpenAI has shelved plans for Instant Checkout, the feature that would have allowed users to purchase products directly inside ChatGPT without ever leaving the conversation. Instead, purchases will redirect to retailer websites or dedicated apps.