OpenAI is quietly testing a checkout feature within ChatGPT that would let users complete purchases without ever leaving the platform. While the move could streamline online shopping and boost sales, many startup founders worry it signals a shift toward a “pay-to-play” model that favors large retailers with deep pockets. In response, brands like Joe & Bella and Springrose are racing to optimize their product descriptions and web content to ensure ChatGPT accurately surfaces and recommends their offerings. Although some see potential in cutting friction from the customer journey, others are uneasy about losing control over data, messaging, and consumer trust. With few details confirmed by OpenAI, retailers are bracing for what could be a game-changing evolution in AI-driven commerce.