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What ChatGPT’s PayPal Partnership Means for E-Commerce

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How to get ready now for the future of shopping

Imagine that you’re chatting with AI about a housewarming gift for a friend, you’ve discussed what you’re looking for, what they like, colour options, prices and reviews, you’ve made your choice…and you just go ahead and buy it without ever leaving the chat. That’s not a future fantasy anymore, it’s coming, thanks to a new partnership between ChatGPT and PayPal.

From 2026, PayPal users will be able to shop and pay inside ChatGPT. But if you’re in e-commerce or marketing, the real question is, what should you be doing now?

So, what’s happening?

In October 2025, OpenAI (makers of ChatGPT) and PayPal announced they’re teaming up to make AI-powered shopping seamless.

• ChatGPT will integrate PayPal’s digital wallet and checkout tools.
• Users can discover products, ask follow-up questions, and buy instantly, all in one chat.
• Merchants already using PayPal may automatically appear in ChatGPT commerce experiences.
• The whole thing runs on something called the “Agentic Commerce Protocol” a new standard for how AI can handle discovery and checkout.

Why this matters for marketers

This goes beyond simply adding a new payment option; it changes how people will shop online. They’ll be fewer clicks: no product pages, no forms. People will just chat, choose and checkout. There’ll also be new discovery paths; for example, products might surface in response to a follow-up question, not just an initial search.
And, because AI learns what people like, when they buy, and what they’re comparing, it becomes more than a checkout tool, it will become a personal shopping assistant.
The traditional funnels we’re used to will get flattened and your website might not even be in the picture at all.

What brands should do now

So what should you be doing about it? The good news is you don’t need to rebuild your site, but you do need to prepare your content, feeds, and data for this new way of shopping.

If you’re a merchant, especially one already using PayPal, the good news is you’re already closer than you think.

Check your technical setup

The first step is to check your set-up.

• Using PayPal? If you already take payments via PayPal, you’re in luck. Your products can be discovered inside ChatGPT without needing separate software. PayPal handles the technical legwork behind the scenes.
• Shopify or Etsy? These platforms are already eligible or will be soon. Just keep an eye on your dashboard for ChatGPT order updates.
• Not on PayPal? You can still take part by registering through OpenAI’s merchant application and implementing the Agentic Commerce Protocol. You’ll need a product feed and a checkout flow that follows ACP guidelines. Apply here: https://openai.com/merchant

Make your product data AI-friendly

You also need to make sure your product data, systems, and support are ready for a new kind of customer journey: one that starts and ends inside a chat. Right now, most shopping starts with search. But AI flips that. People will start with a cue, “I need a backpack for work and gym” and the AI will do the rest. So make sure your product data:

• Includes benefits, not just features
• Answers common questions (“Is it waterproof?”)
• Uses plain English

AI assistants rely on clear, structured data to accurately recommend your products. AI pulls answers, not just links. Use clear, specific descriptions. Include real-world use cases and comparisons, the kind of detail a helpful assistant would use in a conversation.

Add structured data

Use schema markup (like JSON-LD) for product name, price, availability, and reviews. This helps AI “understand” your catalogue and surface it in relevant chats.

Keep your info consistent

Check that product details, pricing, and availability match across your website and backend. AI can’t recommend what it doesn’t trust.

Prepare your internal systems

When someone buys your product directly through ChatGPT (or another AI assistant), they might not ever visit your website. So their order could arrive looking slightly different and your team needs to be ready.
So think about whether:

Fulfilment might need tweaking

Orders from ChatGPT may not follow your usual website format.
For example, if your normal order system expects customers to choose a delivery date on your site, but the AI skips that step, your team needs a default process or a quick way to contact the buyer.
What to do:
• Make sure your warehouse or order team knows how to spot and handle these new orders.
• Test how ChatGPT orders show up in your system, especially if you use platforms like Shopify or PayPal.

Customer support needs a heads-up

People might buy your product without ever seeing your homepage, FAQs or return policy.
For example, a customer buys a backpack via ChatGPT. Later, they ask your support team about sizing, but they’ve never read your product page or your returns info.
What to do:
• Train your team to expect questions from people who haven’t been through your usual journey.
• Keep return processes and support scripts simple and easy to explain.

You need to track it like a new sales channel

AI shopping is a brand new path to purchase so you need to know what’s working.
For example you might find out that your travel pillows are selling well via ChatGPT but your laptop bags aren’t showing up. That insight helps you optimise what the AI sees and how you describe those products.
What to do:
• Use analytics to track which products get recommended.
• Compare AI-driven orders with your regular website or marketplace sales.

That’s why smart brands are already:

• Reviewing how they appear in structured data
• Refreshing product Q&As
• Adding trust signals (like bios, reviews, shipping info)

More on this mindset shift from Koozai’s whitepapers:

Master AI Search – How To Make Your Brand Unmissable

Mastering SEO For Google AI Overview

How Koozai can help

At Koozai, we don’t believe in scare tactics. But we do believe in being ready. We’re already helping clients:

• Write “chat-friendly” product descriptions
• Add schema to key pages
• Plan future content for agentic commerce

Download your Agentic-Ready Checklist here

Want to know if your site’s ready for AI shopping?
Let’s book a quick call: info@koozai.com
Or call us: 0330 353 0300