In-platform journey powered by Sparky
Walmart has introduced a new in-platform shopping experience within OpenAI’s ChatGPT, integrating its AI commerce agent Sparky. The updated functionality supports the entire shopping journey, guiding users from product discovery in ChatGPT to a Walmart-managed environment where they can link accounts, access loyalty benefits and complete payments.
The move reflects a broader shift in strategy at OpenAI, which is reworking how commerce functions inside ChatGPT. Rather than handling transactions directly, the platform is emphasizing discovery while allowing merchants to control checkout through their own systems.
Shift away from Instant Checkout
ChatGPT’s Instant Checkout feature launched in September, enabling users to finalize purchases without leaving the platform. However, OpenAI acknowledged that the initial version lacked the flexibility it envisioned. As a result, the company is stepping back from embedded checkout and focusing instead on strengthening product discovery tools.
OpenAI is expanding its Agentic Commerce Protocol to support that shift. The updated framework allows retailers to integrate product feeds and promotional content so their catalogs are better represented within ChatGPT searches and recommendations.
Retail ecosystem broadens
Several major retailers have integrated into the Agentic Commerce Protocol, including Target, Sephora, Nordstrom, Lowe’s, Best Buy, The Home Depot and Wayfair. The protocol supports multiple delivery paths, including integrations with third-party systems such as Salesforce and Stripe, allowing merchants to participate without overhauling existing infrastructure.
The goal is to attract higher-intent shoppers who are closer to making a purchase decision. Updates to the commerce framework are rolling out this week across all ChatGPT membership tiers.
Walmart’s broader AI strategy
Walmart joined the original Instant Checkout program shortly after its debut. The refreshed ChatGPT experience is now available through web browsers, with iOS and Android app support expected soon.
Daniel Danker, executive vice president of AI acceleration, product and design at Walmart, said the strategy centers on meeting customers wherever their shopping journey begins. By embedding Sparky into ChatGPT, Walmart aims to extend its personalized retail environment beyond its own digital platforms while maintaining control over assortment, pricing and fulfillment speed.
The update underscores how retailers and AI platforms are redefining digital commerce. Rather than replacing merchant systems, ChatGPT is positioning itself as a discovery layer that connects conversational search with established retail ecosystems.
