OpenAI's AI startup, which initially launched its Instant Checkout feature, has been rethinking its strategy for online shopping after failing to impress retailers like Etsy, Walmart, and Shopify. The company is now working with retailers to create dedicated apps within ChatGPT, which will route users to their retailer's own website to complete a purchase, giving them more control over the customer experience and transaction process. The pivot has raised questions about whether tech companies oversold shopping bots' readiness and highlights challenges faced by AI startups in the e-commerce landscape dominated by Amazon. While OpenAI is working to figure out its commerce strategy, competitors like Google are also innovating, with new updates to its shopping agent platform allowing for real-time product data and loyalty memberships.