Walmart teams up with OpenAI to launch ChatGPT-powered shopping feature

Walmart announced a new partnership with OpenAI on Tuesday, enabling customers and Sam’s Club members to shop directly through ChatGPT using the platform’s Instant Checkout feature. The move marks the retail giant’s latest step toward integrating artificial intelligence into its e-commerce operations.

Following the news, Walmart shares rose 5% to $107.21, reflecting investor optimism about the company’s expanding digital strategy. The collaboration allows users to browse and purchase Walmart products directly within ChatGPT, using conversational prompts to find items and complete transactions seamlessly.

The world’s largest retailer has been steadily expanding its AI efforts, rolling out Sparky, a generative AI assistant within its mobile app that helps users discover products, summarize reviews, and find personalized suggestions.

The tie-up with OpenAI aligns Walmart more closely with rivals like Amazon, which earlier launched its own AI shopping assistant Rufus, designed to streamline online searches and product recommendations.

The partnership follows OpenAI’s recent collaborations with Etsy and Shopify, as ChatGPT becomes increasingly integrated into online retail ecosystems. According to SimilarWeb, ChatGPT referrals accounted for 15% of Walmart’s referral traffic in September, up from 9.5% in August, although they still make up less than 1% of overall web traffic.

Walmart said the initiative reflects its broader commitment to using generative AI to improve customer experience and simplify the shopping journey both online and in stores.