ChatGPT’s Shopping Feature Could Shake Up Affiliate Marketing

OpenAI rolled out a new feature on Monday allowing ChatGPT to recommend products when users show signs of shopping intent—signaling a potential turning point in both AI monetization and the future of affiliate marketing.

 

While OpenAI is not currently monetizing the feature, the move lays the groundwork for future revenue streams like affiliate commissions—fees earned when product recommendations lead to purchases.

 

“Although it's not trying to make money from the feature at the moment, OpenAI is clearly setting up a structure that's ideal for affiliate fees,” said Yoram Wurmser, an analyst tracking AI and digital commerce.

 

The Rising Stakes for Affiliate Marketers

 

Affiliate marketing in the U.S. is expected to reach $11.99 billion in 2025, growing 11.9% year over year, according to an August 2024 forecast. But OpenAI’s push into shopping threatens the very publishers that built the affiliate model—like Wirecutter and other product review sites—which ChatGPT can scrape, personalize, and summarize without linking back to their content.

 

AI-driven “zero-click” searches are already causing problems. Nearly 60% of Google searches in 2024 ended without a click, according to SparkToro founder Rand Fishkin and Datos. That number is believed to be even higher on ChatGPT, where users often receive answers without needing to visit external sites.

 

“OpenAI has already reached content sharing agreements with some publishers,” Wurmser added, “but it will need to increase those flat fees or introduce revenue-sharing models to avoid conflict.”

 

A Double Threat from AI Search

 

Traditional affiliate sites are also struggling under Google’s recent SEO changes and its own generative AI features. In fact, retail affiliate marketing revenues dropped more than 15% year over year in Q2 2024 after Google’s latest updates.

 

Despite Google still commanding 87.3% of the U.S. search market as of February 2025 (per StatCounter), affiliate sites are seeing declining returns across the board.

 

A Crossroads for Brands and Publishers

 

For affiliate marketers and publishers, ChatGPT’s growing role in product discovery could present both a threat and an opportunity. Those able to forge data-sharing partnerships with OpenAI might benefit from new revenue streams, while others risk losing visibility and income.

Brands, meanwhile, should ensure their products are discoverable within ChatGPT's recommendations, because affiliate marketing may soon evolve beyond blogs and into the bots.