In a recent test, Walmart found that shoppers who bought products inside ChatGPT were three times less likely to complete a purchase than those who clicked through to Walmart’s own website. The experiment, which ran from November, highlighted the challenges of “agentic commerce” – buying directly through an AI assistant – and reinforced the value of keeping customers in a familiar, owned environment.
What Happened?
Walmart partnered with OpenAI to launch Instant Checkout, a feature that let users buy up to 200,000 items without leaving ChatGPT. The idea was simple: a user could ask the AI to add an item to their cart and confirm the purchase, all within the chat window. However, Walmart’s own product and design executive, Daniel Danker, revealed that the conversion rate for these in‑chat transactions was only about one‑third of the rate for customers who clicked a link to the Walmart site.
“It was an unsatisfying experience,” Danker said. “We’re moving away from it.” The company decided to discontinue Instant Checkout, a move that OpenAI confirmed earlier this month as part of a broader shift toward app‑based checkout handled directly by merchants.
Why It Matters for Online Retail
Conversion rate is the single most important metric for e‑commerce. A lower rate means fewer sales, less revenue, and a poorer return on marketing spend. Walmart’s data suggests that, at least for now, the frictionless path inside ChatGPT is not yet compelling enough for shoppers to trust the AI with their payment details and checkout flow.
For retailers, the lesson is clear: while AI assistants can drive traffic and provide instant answers, the final purchase step still benefits from the control and familiarity of a dedicated website or app. The user experience, trust signals, and brand consistency that a retailer’s own platform offers remain hard to replicate inside a third‑party chat interface.
Walmart’s New Strategy
Instead of letting users buy directly inside ChatGPT, Walmart is embedding its own chatbot, Sparky, within the AI platform. Shoppers will log into their Walmart account, sync their cart across devices, and complete the checkout using Walmart’s own system. The same approach is slated for Google Gemini next month.
This hybrid model keeps the convenience of a conversational interface while ensuring that the final transaction happens in a secure, trusted environment. It also gives Walmart full visibility into customer data and purchasing patterns, something that was limited when using OpenAI’s Instant Checkout.
Implications for WordPress‑Based Stores
WordPress merchants, especially those using the free hosting initiative from WP in EU, can draw several takeaways:
- Maintain Control Over Checkout: Even if you integrate AI chatbots, route the final purchase through your own WooCommerce or Easy Digital Downloads store.
- Leverage User Accounts: Encourage customers to create accounts so you can sync carts and personalize offers.
- Prioritize Trust Signals: Display security badges, clear return policies, and customer reviews prominently during checkout.
- Test Conversion Paths: Use A/B testing to compare in‑app purchases versus website redirects and choose the higher‑converting route.
Frequently Asked Questions
What is Instant Checkout?
Instant Checkout was a feature that let users buy products directly inside ChatGPT without leaving the chat. It was built on OpenAI’s API and required merchants to provide product data and payment processing through the platform.
Why did Walmart stop using Instant Checkout?
Walmart’s data showed a significantly lower conversion rate for in‑chat purchases. Combined with OpenAI’s decision to phase out Instant Checkout in favor of app‑based checkout, Walmart chose to shift to a model that keeps the final transaction on its own platform.
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