The new fee structure is specifically targeted at Shopify merchants. When a user completes a purchase entirely within the ChatGPT interface (using the Instant Checkout feature), OpenAI will take a 4% cut of the sale. This is, crucially, on topof the standard processing fees merchants already pay to Shopify (typically around 2.9% + 30¢).

At first glance, losing 4% of your margin sounds painful, particularly for smaller retailers. However, when viewed against the broader ecommerce landscape, the numbers tell a different story.

• Amazon Referral Fees: typically range between 8% and 15%.

• Google Shopping: operates on a CPC basis, where costs can spiral without guaranteed sales.

• ChatGPT: a flat 4% success fee (plus standard processing).

As noted by industry voices like Max Sinclair, this could be considered a "bargain" for high-intent traffic. If a user is asking ChatGPT to buy a specific item, they are at the very bottom of the funnel. Paying 4% for a guaranteed conversion is often cheaper than the marketing cost of acquiring that customer through Facebook or Google Ads.

The Rise of the ‘Agent’ Shopper

This 4% figure represents a shift in power. We are moving from a world of "search" (where you get a list of links) to "service" (where the AI completes the task).

For digital marketers, this changes the calculation. You aren't just optimising for visibility; you are optimising for an AI agent's preference. If your product data isn't structured correctly for the AI to read, transact with, and verify, you won't just miss a click—you will miss the entire sale.

What Should You Do?

If you are a Shopify merchant, this is an immediate "watch this space" situation.

1. Calculate Your Margins: Can your current pricing structure absorb a ~7% total fee (Shopify + OpenAI) for these specific sales?

2. Check Your Data: Ensure your Shopify product feeds are pristine. The AI needs accurate stock levels, shipping data, and variants to execute a sale confidently.

3. Monitor the Rollout: This is starting with select partners, but "agentic" buying is likely to become a standard consumer expectation rapidly.