Will Customers Be Able to Shop Directly in ChatGPT?
Yes. Shopify and OpenAI have announced a significant upcoming update that will allow customers to complete purchases directly within ChatGPT conversations. This means that instead of being redirected to an external website or storefront, shoppers will be able to browse products, ask questions, and finalize transactions within the ChatGPT interface.
What Does ChatGPT Checkout Mean for Shopify Brands?
The introduction of ChatGPT as a checkout channel signals a shift in how consumers may interact with online stores. For e-commerce brands, it creates a new purchase path that is faster, more conversational, and less dependent on traditional websites or apps.
Instead of navigating multiple web pages, customers will be able to ask questions, receive product suggestions, and complete transactions within a single chat.
The Problem with Last-Click Attribution in ChatGPT Checkout
By default, Shopify will attribute the sale to ChatGPT. This is because Shopify uses a last-click attribution model. If the final point of conversion occurs in ChatGPT, that is where the credit is assigned.
However, most customer journeys are more complex.
A customer might first encounter your brand on Instagram, return after seeing a Google Shopping ad, and then complete the purchase through ChatGPT.
Should ChatGPT receive full credit for the sale? No.
This is where multi-touch attribution through ThoughtMetric becomes essential. It provides visibility into how ChatGPT fits into the broader customer journey, whether it initiated awareness, influenced consideration, or finalized the transaction.
ThoughtMetric enables users to:
- Identify ChatGPT’s role in relation to other marketing channels
- Understand which products perform better on ChatGPT
- Understand whether AI chat contributes to new customer acquisition or repeat purchases
- Maintain accurate attribution as commerce shifts toward AI-driven platforms
AI is changing where transactions happen. ThoughtMetric ensures you continue to understand how they happen. If you’d like to see how ThoughtMetric could help grow your store, book a demo with us!
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