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Walmart said conversion rates for purchases made directly inside ChatGPT were three times lower than when users clicked through to its website. Why we care. This suggests agentic commerce isn't ready to replace traditional shopping. Sending users to owned environments still drives higher conversion rates. The details. Starting in November, Walmart offered about 200,000 products through OpenAI's Instant Checkout. Users could complete purchases inside ChatGPT without visiting Walmart's site. * Daniel Danker, Walmart's EVP of product and design, said those in-chat purchases converted at one-third the rate of click-out transactions. * He called the experience "unsatisfying" and confirmed Walmart is moving away from it. Goodbye, Instant Checkout. Instant Checkout was designed to let users complete purchases directly inside ChatGPT without visiting a retailer's website. However, earlier this month, OpenAI confirmed it was phasing out Instant Checkout in favor of app-based checkout handled by merchants. What's changing. Walmart will embed its own chatbot, Sparky, inside ChatGPT. Users will log into Walmart, sync carts across platforms, and complete purchases within Walmart's system. * A similar integration is coming to Google Gemini next month. The WIRED report. Why Walmart and OpenAI Are Shaking Up Their Agentic Shopping Deal (subscription required) --------------------------------------------------------------------- Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page's content was written by either an employee or a paid contractor of Semrush Inc. --------------------------------------------------------------------- About the Author Danny GoodwinDanny Goodwin Danny Goodwin Danny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo - SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land's SME (Subject Matter Expert) program. He also helps program U.S. SMX events. Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts. Get the newsletter search marketers rely on. Find Your SEO Issues in 30 Seconds Free technical audit shows what's blocking your search visibility. 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