Walmart has announced a new partnership with OpenAI that will let customers shop directly through ChatGPT, ushering in what the company calls an “AI-first” retail experience that aims to make everyday shopping faster, smarter, and more intuitive.
The collaboration makes use of OpenAI’s ‘Instant Checkout’ tool, a feature that lets users purchase items directly within ChatGPT (i.e., without visiting an external website). Going forward, instead of having to search through long lists of results, Walmart and Sam’s Club customers will be able to tell ChatGPT what they need, and let the system handle the rest — from product selection to purchase.
“For many years now, eCommerce shopping experiences have consisted of a search bar and a long list of item responses. That is about to change,” said Doug McMillon, President and CEO of Walmart Inc. “There is a native AI experience coming that is multi-media, personalized and contextual.”
This shift represents a move to what Walmart describes as “agentic commerce” — an evolution where AI is not simply used for static search, but more proactive assistance. The technology can learn, plan, and predict, helping shoppers anticipate their needs before they do. In practical terms, this could mean suggesting household staples before they run out, or recommending meal ingredients that fit a customer’s budget and preferences.
Sam Altman, co-founder and CEO of OpenAI, said the goal of the collaboration is to make everyday shopping simpler. “We’re excited to partner with Walmart to make everyday purchases a little simpler,” Altman said. “It’s just one way AI will help people every day under our work together.”
While Walmart’s announcement focuses on convenience and innovation, it brings with it some potential privacy concerns — not all customers will feel comfortable sharing personal shopping preferences with conversational AI tools. There’s also the question of accessibility — it’s not clear that this type of chat-based commerce will resonate with all demographics (it may appeal to more tech-savvy shoppers only).
The move could also raise the competitive bar in ways that make life difficult for smaller retailers, who may not be able to meet expectations around shopping personalization to the degree that Walmart can.
Why this matters to ecommerce merchants
Walmart’s partnership with OpenAI marks a major milestone in the rise of conversational commerce — shopping that happens through chat or voice instead of search boxes and product grids. The initiative hammers home the the increased importance of making products visible not just on websites and in search results, but in AI-driven environments too.
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Chris Singleton is the Founder and Director of Ecommercetrix.
Since graduating from Trinity College Dublin in 1999, Chris has advised many businesses on how to grow their operations via a strong online presence, and now he shares his experience and expertise through his articles on the Ecommercetrix website.
Chris started his career as a data analyst for Irish marketing company Precision Marketing Information; since then he has worked on digital projects for a wide range of well-known organizations including Cancer Research UK, Hackney Council, Data Ireland, and Prescription PR. He then went on to found the popular business apps review site Style Factory, followed by Ecommercetrix.
He is also the author of a book on SEO for beginners, Super Simple SEO.