Walmart says ChatGPT checkout converted 3x worse than its own website

Walmart recently conducted a real-world test to evaluate the performance of its AI-driven checkout system integrated with OpenAI’s ChatGPT. The results of this test revealed significant challenges with conversion rates when compared to traditional ecommerce experiences. This article delves into the findings, implications, and future directions for Walmart’s ecommerce strategy.

Overview of the Test

In November 2025, Walmart made approximately 200,000 products available for purchase through OpenAI’s Instant Checkout feature within ChatGPT. This allowed users to complete transactions without visiting Walmart’s official website, aiming to streamline the shopping experience.

However, the test results indicated that purchases made directly through ChatGPT converted at a rate of only one-third compared to transactions completed on Walmart.com. This translates to a conversion rate reduction of about 66%, raising questions about the effectiveness of AI-driven checkout systems in ecommerce.

Understanding the Conversion Rate Decline

The decline in conversion rates can be attributed to several factors:

• Lack of Context: Traditional ecommerce platforms provide a familiar environment where customers can easily navigate product details, reviews, and related items. The AI interface may lack the contextual cues that shoppers rely on.
• Trust Issues: Customers often feel more secure completing transactions on established platforms. The AI interface may not provide the same level of trust and assurance that a dedicated ecommerce site does.
• User Experience: According to Daniel Danker, Walmart’s EVP of product and design, the in-chat purchasing experience was described as “unsatisfying.” A poor user experience can deter customers from completing purchases.

Walmart’s Response to the Findings

In light of these disappointing results, Walmart is reevaluating its approach to AI-driven commerce. The company plans to pivot from the current model of in-chat transactions to a system that prioritizes user experience within its own platform.

Walmart is developing its own chatbot, named Sparky, which will integrate with ChatGPT. This new system will allow users to log into their Walmart accounts, sync their shopping carts, and complete purchases directly within Walmart’s ecosystem. This strategy aims to enhance user experience by maintaining control over the purchasing process.

Future Directions for AI in Ecommerce

The findings from Walmart’s test align with a broader industry trend where AI-driven commerce tools are being reassessed. While AI can enhance product discovery and streamline certain aspects of shopping, the actual conversion process still appears to be more effective when conducted within brand-controlled environments.

As OpenAI shifts its focus from Instant Checkout to merchant-controlled checkout experiences, retailers are expected to have more control over their customer interactions. This could lead to improved conversion rates as brands leverage their own platforms to provide a seamless shopping experience.

Conclusion

The results of Walmart’s ChatGPT checkout test highlight the challenges that AI-driven ecommerce solutions face in achieving high conversion rates. While AI can simplify the buying process, it is evident that traditional ecommerce platforms still offer a superior experience for consumers. As Walmart adapts its strategy to focus on enhancing the user experience within its own environment, it will be interesting to see how this impacts future conversion rates and customer satisfaction.

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Note: The landscape of ecommerce is rapidly evolving, and the integration of AI technologies will continue to shape consumer experiences and expectations in the future.