Jofie Yordan · · 4 min readCan ChatGPT subtract from Shopee’s cart?
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Hello reader,
A while back, I asked ChatGPT for product recommendations on smart TVs. I explained what I wanted in detail, including 4K resolution and a 43-inch size, as well as my budget for the purchase.
Although ChatGPT was able to provide recommendations and feature comparisons, the links directing to ecommerce platforms were messy. Sometimes they worked and went straight to the product page, but other times they only led to a search results page.
Such a lackluster experience might be a thing of the past soon. OpenAI recently launched the Instant Checkout feature for ChatGPT in the US, in collaboration with payments firm Stripe.
With this feature, users can make purchases directly within the LLM. So in theory, I could find and buy my next TV without leaving ChatGPT for a retailer’s website or marketplace.
If this feature enters Southeast Asia, the arrival of GPT or agentic commerce could threaten marketplaces like Shopee and Lazada. In today’s Top Story, I explore how GPT commerce could reshape the region’s ecommerce landscape.
The playbook for brands will change, as they will have another sales channel beyond ecommerce platforms, while strategies to boost the visibility of their products within LLM responses will be even more important.
Meanwhile, my colleague Miguel Cordon reported on the closure of the Singapore-based fashion rental firm Style Theory. Rising costs and the withdrawal of key investors were why the company shut up shop.
Jofie Yordan, journalist
Top Story
The next retail war in SEA: marketplaces vs GPT prompts
Image credit: Timmy Loen
GPT commerce is coming. If users can complete purchases directly in ChatGPT or other LLMs, marketplaces could lose out.
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