Millions of merchants can sell in AI chats

Shopify didn’t wait for the agentic era of commerce to arrive—we already built for it.

Starting this week, millions of merchants can sell to ChatGPT users via Agentic Storefronts. Agentic Storefronts give merchants out-of-the-box access to major AI channels—ChatGPT, Microsoft Copilot, AI Mode in Google Search, and the Gemini app—managed centrally from the Shopify Admin.

And, with Agentic plan, now publicly available, brands not using Shopify for ecommerce can add products to Shopify Catalog to reach shoppers and sell across these same AI channels.

Shopify has spent two decades unifying the full commerce lifecycle into one operating system—merchandising, payments, fraud, tax, fulfillment, subscriptions, and more. That infrastructure powers selling through storefronts, points of sale, social platforms, and now AI agents.

“Agentic commerce isn’t something we’re reacting to; it’s a vision we’re bringing to life at the very frontier of commerce and AI,” said Mani Fazeli, VP Product at Shopify. “At Shopify’s scale, you earn a rare vantage point: the clarity to read where commerce is heading, and the responsibility to build infrastructure that's already there when it arrives. This is the natural expression of an architecture we've been deliberately compounding for years.”

Upgrading the shopping experience in ChatGPT

Hundreds of millions of ChatGPT users can now shop from Shopify merchants without ever leaving their chat. Users find products across the Shopify ecosystem through Shopify Catalog, then complete purchases via an in-app browser. Merchant customizations carry over—brand experience, pricing logic, payment methods, and checkout customizations. On desktop, ChatGPT links out directly to the merchant’s store in a separate browser tab.

For merchants, it’s equally seamless: Products become discoverable in ChatGPT by default via Agentic Storefronts, with no separate integrations, no apps, and no transaction fees beyond standard processing rates.

Orders flow into the admin with ChatGPT referral attribution, so merchants can see exactly where sales came from. Crucially, merchants remain the merchant of record, retaining ownership of customer relationships and data.

“Shopping in ChatGPT begins with discovery—helping people explore options, compare products, and find what truly fits their needs. By integrating products from Shopify’s entire merchant ecosystem, we’re making millions of merchants and billions of products instantly more discoverable,” said Neel Ajjarapu, Commerce Product Lead at OpenAI. “This is a major step forward as we make ChatGPT the best personal shopping super assistant, while ensuring merchants remain in control of their customer experience.”

Driving momentum across AI channels

Consumer behavior across AI surfaces will evolve differently by market, vertical, and segment. Shopify isn’t betting on one path—we’re powering them all, so merchants win wherever shoppers land.

Thousands of merchants are already selling in Microsoft Copilot, powered by Shopify. Shop Pay is also coming soon to Copilot, enabling buyers to complete purchases instantly, right where they’re already searching. On Google, select brands have started selling in AI Mode in Google Search and the Gemini app, powered by the Universal Commerce Protocol (UCP)—the open standard we co-developed with Google that's becoming the foundation for how AI agents transact with merchants. UCP has broad industry support from leaders like Walmart, Target, Etsy, American Express, Mastercard, Stripe, and Visa. And soon, UCP will power checkout in some Meta experiences, so buyers can make purchases with a single tap. 

“We’re a brand that shows up for everyone, everywhere—and everywhere now includes AI channels. Everything we do is rooted in community and finding ways to amplify and support them, no matter where they are,” said Sapna Shah Parikh, SVP Global, Marketing, and Digital at Fenty Beauty Brands at Kendo. “Shopify puts Fenty Beauty in the conversations shoppers are already having, guiding them before they even know where to look. Meeting our customers where they are, and showing up for them in those moments, is inherent to everything we do and how we’re navigating this digital frontier.”

Making Shopify-powered agentic commerce available to all

Shopify merchants get instant access to these AI channels through Agentic Storefronts in the admin. Products stay synchronized across surfaces, with real-time inventory and pricing. There’s no need to build separate apps or manage fragmented feeds—brands are syndicated and shoppable, while still owning the purchase journey through their online store.

But the demand for AI-powered discovery extends beyond our existing merchant base. Brands everywhere want to show up where shoppers are actively researching their next purchase. That’s why we've rolled out Shopify’s Agentic plan globally, as a new way for brands that are not using Shopify for their ecommerce platform to add their products to Shopify Catalog and be shoppable across ChatGPT, AI Mode in Google Search, the Gemini app*, Microsoft Copilot, and the Shop App. These AI surfaces favor structured data, with clean attributes and real-time accuracy. Catalog provides exactly that, helping surface products right when shoppers are looking for them. Agentic plan is now publicly available, so any brand can sign up to start today.

*For visibility in AI Mode in Google Search and the Gemini app, merchants can just link their Merchant Center account and provide consent via the Google & YouTube app in the Shopify App Store.

Staying one step ahead for merchants

Commerce is no longer confined to websites or apps. It's happening in AI chats, in productivity tools, and in search results—and will continue to emerge in ways we can’t yet imagine.

“We’re in the business of staying ahead of the curve, so our merchants are precisely where their buyers expect them,” said Mani Fazeli. “Wherever commerce goes next, our merchants will be there first.”

Shopify’s network effect—combining proprietary data, deep merchant expertise, and unified infrastructure—enables superior shopping experiences and a trusted commerce layer for AI. That means more customers, more sales, and more opportunity for merchants everywhere.