OpenAI is scaling back its native checkout ambitions within ChatGPT, signaling a shift away from direct transaction processing just months after its September 2025 introduction, according to a report in The Information.
This move highlights the evolving and often uncertain landscape of agentic commerce, where AI systems handle multiple steps of the shopping journey. As OpenAI reconsiders its approach, other companies are forging ahead with diverse strategies for AI-driven shopping, impacting how developers build and integrate these technologies.
Amazon Sets Ground Rules for AI Agents
Amazon’s updated Business Solutions Agreement, effective March 4, 2026, now requires AI agents operating on its platform to clearly identify themselves as such. The agreement also mandates compliance with new rules governing data privacy and transaction security, reflecting growing concerns about responsible AI deployment in e-commerce.
Forrester analysts suggest this move is a preemptive measure by Amazon to maintain control over its marketplace and ensure a consistent customer experience as AI-powered shopping becomes more prevalent.
Mastercard Pilots Agent Pay in Malaysia
Mastercard completed an AI-powered commerce pilot in Malaysia using Agent Pay to coordinate transportation services. “Mastercard’s first live agentic transaction in Malaysia demonstrates how AI can engage in commerce responsibly,” said Beena Pothen, Mastercard Country Manager Malaysia.
The pilot program, detailed in a Mastercard press release, demonstrated the potential for AI agents to autonomously manage complex transactions involving multiple parties and services.
Spreedly Activates Agentic Commerce Channel
Spreedly, an open payments platform, announced that agentic commerce is now live as a dedicated channel. This allows merchants to process transactions initiated by AI agents through Spreedly’s unified platform, streamlining payment integration for this emerging commerce model.
According to CX Dive, Spreedly’s move provides merchants with greater flexibility and control over their payment infrastructure in the age of AI-driven shopping.
Background: The developments underscore the experimental nature of agentic commerce. Companies are actively testing different approaches to AI-driven shopping and checkout, with no single model yet dominating the market. The balance between user control, data privacy, and seamless transactions remains a key challenge for developers and businesses alike.
Why is OpenAI retreating from ChatGPT checkout?
OpenAI is scaling back its native checkout ambitions within ChatGPT, signaling a shift away from direct transaction processing just months after its September 2025 introduction. This retreat highlights the evolving and uncertain landscape of agentic commerce, where companies are still determining the best strategies for AI-driven shopping experiences.
What is agentic commerce?
Agentic commerce refers to AI systems that handle multiple steps of the shopping journey autonomously. It represents an emerging approach where artificial intelligence manages various aspects of the transaction process, from product discovery to checkout and payment.
What new rules did Amazon implement for AI agents?
Amazon’s updated Business Solutions Agreement, effective March 4, 2026, requires AI agents operating on its platform to clearly identify themselves as such. The agreement also mandates compliance with new rules governing data privacy and transaction security to ensure responsible AI deployment in e-commerce.
Why did Amazon update its agreement for AI agents?
Forrester analysts suggest Amazon’s move is a preemptive measure to maintain control over its marketplace and ensure a consistent customer experience as AI-powered shopping becomes more prevalent. This reflects growing concerns about responsible AI deployment in e-commerce.
What is Mastercard’s Agent Pay initiative?
Mastercard completed an AI-powered commerce pilot in Malaysia using Agent Pay to coordinate transportation services. This represents one of the first live agentic transactions, demonstrating how major financial companies are exploring AI-driven commerce solutions.
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