What: Walmart customers will soon be able to make purchases directly within ChatGPT using the new Instant Checkout feature.

Why it is important: The development highlights the growing influence of AI agents in retail, as algorithms increasingly determine product discovery and purchase decisions.

Walmart’s new partnership with OpenAI introduces the Instant Checkout feature within ChatGPT, enabling customers to make purchases directly through the conversational interface. This marks a significant departure from traditional e-commerce models, where shopping typically involves search bars and static product lists. Walmart’s CEO Doug McMillon emphasised that this collaboration is part of a broader strategy to create AI-first shopping experiences, leveraging multimedia, personalisation, and contextual understanding. The initiative builds on Walmart’s previous investments in AI, including upskilling employees and developing specialised AI agents for various business functions. As AI becomes more proactive in learning and predicting customer needs, the Instant Checkout feature is set to streamline the purchase process, initially supporting single-item transactions with plans to expand further. This evolution is not only about convenience but also about redefining how retailers engage with consumers, as AI platforms like ChatGPT begin to mediate product discovery and influence purchasing decisions. The shift signals a new era in retail, where success depends on adapting to AI-driven commerce and maintaining relevance in algorithmically curated environments.

IADS Notes: Walmart’s integration of Instant Checkout within ChatGPT exemplifies the rapid shift in retail power from traditional merchants to AI agents, as highlighted in industry analyses from August to October 2025. These sources underscore how conversational AI is transforming digital commerce, requiring retailers to optimise their strategies for algorithmic visibility and engagement. The move also raises questions about market fairness and access for smaller merchants, while emphasising the urgency for robust digital adaptation as AI-driven platforms become central to the shopping journey.

Walmart, OpenAI partner for purchases in ChatGPT