Shopify’s Agentic Storefront feature is officially out, and OpenAI has announced that any sales made through the company’s Instant Checkout feature are subject to a 4% fee. While OpenAI is charging for this, others like Gemini, Microsoft Copilot, and Google’s AI mode aren’t. Was this the right move, or should OpenAI reconsider charging a fee?
OpenAI Charging Shopify Merchants 4% of Sales Made Through Instant Checkout
Recently, it was revealed that OpenAI is charging Shopify merchants a 4% fee on any sales made through ChatGPT’s Instant Checkout feature, which allows consumers to purchase products directly in an AI conversation. This fee is on top of the standard transaction and payment processing fees that Shopify charges.
This means Shopify merchants who make a sale through Instant Checkout have to give a percentage to both Shopify and OpenAI.
However, if merchants are worried that this additional fee will eat into margins too much, or simply don’t want people to be able to purchase their products through AI, they aren’t automatically enrolled in the feature.
You have full control over whether you participate or not, as you’ll need to opt in for your products to be sold through ChatGPT. Your product may still appear in AI responses, but with a link to your website instead of the option to check out in chat.
Other AI Checkout Providers Not Charging a Fee
Starting on January 26th, 2026, Shopify’s Agentic Storefront feature was released, which allows shoppers to buy select products not only in ChatGPT but also in Google’s AI mode, Microsoft Copilot, and Google Gemini. The major difference between these platforms and OpenAI is that none of them charge a fee to the merchant.
Merchants also get full control over which AI platforms their products are sold on. So just because you want to sell on one doesn’t mean you need to opt in to all of them. For example, if you like the idea of selling in AI chats but don’t want to pay the 4% fee, you can opt into the feature for the other fee-free platforms.
Was Charging to Use the Feature the Right Move?
Much of the conversation about this feature has revolved around whether or not the company should’ve added a fee, or gone fee-free like the other providers.
Normally, in situations like this, companies begin by growing their market share, getting people using their solution, and then monetizing once people are already using it. OpenAI decided to flip this idea on its head and monetize Instant Checkouts from the beginning.
However, because ChatGPT is already the leading AI platform in terms of popularity and usage, you could argue that the company already has the market share in general, even if the Instant Checkout feature is still rather new and there aren’t a ton of merchants selling directly on the platform yet.
This could end up going a few different ways for ChatGPT. On one hand, due to the sheer number of people using ChatGPT, many merchants may just cough up the 4% to access these consumers. On the other hand, the move may actually strengthen OpenAI’s competition if the choice to charge a fee drives consumers elsewhere.
What Should Ecommerce Brands Do in Response to the Fee?
As for whether your business should opt in to selling via Instant Checkout on ChatGPT, it depends on your preferences and unique situation. For example, a company with margins that are already slim may not be able to justify another 4% fee.
But if you have great margins, you may be more willing to sacrifice another 4% for better access to these potential customers.
Also, think about what the fee means for competition. Sure, opting in to this feature with ChatGPT may cost you 4%, but if many merchants shy away from it because of the cost, it may give your business a better chance of being featured in ChatGPT conversations, which could lead to more sales.
Ultimately, I can understand both sides of the argument. To some, 4% is a small price to pay for casting a wider net and reaching more potential customers, but to others, that 4% may be the difference between a sale being profitable enough or not.
It remains to be seen how many companies will stick with the big player in the industry (even if it costs them), vs. how many may put their faith into other platforms and save the 4%.
