A battle is brewing over the future of online shopping

The landscape of online shopping is on the brink of a major transformation, driven by advancements in artificial intelligence. Tech giants like Google, Amazon, and OpenAI are in a fierce competition to integrate AI capabilities into their shopping platforms, aiming to enhance user experience and solidify their positions in this vital online sector. According to Jeremy Goldman, senior director of marketing at eMarketer, the stakes are high. "If you can become really core to that, then you’re able to monetize that attention in a lot of different ways," he explained. With shopping being a primary activity for internet users, the outcomes of this competition could define the future of online commerce. As of September, U.S. users can purchase items from Etsy directly through ChatGPT, streamlining the shopping process. OpenAI and Walmart have also partnered for a similar initiative. Additionally, Perplexity's Comet browser allows users to deploy AI agents for shopping tasks on platforms like Amazon, although Amazon has responded with legal action against the startup. The projected impact of AI on e-commerce is significant. A Salesforce report indicates that AI and online agents could be involved in approximately $73 billion of global online sales during peak shopping days, representing 22% of all orders placed during the holiday season. The report highlights a remarkable year-over-year growth of 119% in traffic generated by AI assistants in the first half of 2025. In response to these trends, Google has announced several new AI shopping features. One notable feature allows Google's AI to call local stores to check product availability and gather promotional information on behalf of the user. This feature, labeled as “Let Google Call,” is set to roll out soon. Furthermore, users will soon be able to browse Walmart's catalog directly through ChatGPT. Google reports that over a billion shopping-related inquiries are processed daily on its platforms. Meanwhile, Amazon has incorporated AI features into its shopping app, including the Rufus assistant, which has seen a 210% increase in interactions. Amazon CEO Andy Jassy noted that users who engage with the chatbot are 60% more likely to complete their purchases. As AI continues to evolve, it becomes increasingly integrated into everyday online activities. Imagine planning a party with ChatGPT, while the AI automatically aggregates a shopping list of necessary items. Vidhya Srinivasan, Google’s vice president of ads and commerce, remarked, “It’s early, but we believe that these experiences just layer on, enhancing how people seek information and accomplish tasks.” Gartner analyst Brad Jashinsky emphasized the transformative potential of AI, likening it to pivotal technological innovations such as the internet and smartphones. He warned, however, that while new players may disrupt the status quo, established giants like Amazon and Google still hold significant advantages, including extensive ecosystems and loyal customer bases. Notably, a Pew Research Center report indicates that 66% of Americans have not yet used ChatGPT, highlighting the challenge ahead for these emerging platforms. The tech industry views this competition as pivotal, not only for the future of online shopping but also for broader control over the internet. As Goldman puts it, the question remains whether these companies want to be integral parts of someone else’s vision or forge their own paths.