Target Is Bringing Shopping Straight Into ChatGPT — Here's What It Means

Target just made a bold move: starting next week, you’ll be able to shop the entire Target catalog without ever leaving ChatGPT. No switching apps, no redirects—just chat, pick what you want, and check out.

The beta feature is packed with the usual conveniences: personalized recommendations, multi-item purchases in one transaction, fresh groceries, and your choice of drive-up, pickup, or shipping. You pay through your existing Target account, so friction is basically zero.

Why this matters: Retailers are racing to meet consumers where they already spend time. ChatGPT’s got 200+ million weekly users, so Target is betting big that conversational shopping—asking an AI what to buy, getting suggestions, then purchasing—is the future of e-commerce. It’s less about the transaction and more about making discovery feel natural, like talking to a friend who knows your taste.

Target’s playing first-mover advantage here, partnering directly with OpenAI. If it works, expect other major retailers to rush in and do the same. The real question: will people actually shop this way, or is it just novelty? We’ll find out soon enough.