OpenAI is preparing to monetise product sales made directly through ChatGPT, marking a significant shift in its revenue strategy as it looks to capitalise on ecommerce opportunities.

According to The Financial Times, OpenAI is developing a system that would allow users to complete purchases within ChatGPT, transforming it from an AI chatbot into a commerce-enabled platform.

Currently, ChatGPT users can click through to third-party retailer sites to buy recommended products. However, under the new model, OpenAI plans to integrate a full checkout experience within the chatbot itself. Merchants processing and fulfilling these in-app purchases will pay a commission to OpenAI. Valued at $300bn, the company is now seeking ways to generate income from its extensive base of non-paying users, with ecommerce emerging as a key pillar of that plan.

The ecommerce capabilities are still in development, and the final product may differ from current prototypes. According to sources familiar with the initiative, OpenAI and its partners, including Shopify, have begun showcasing early versions of the new system to retail brands and are in discussions over commercial terms.

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