Running a store without a storefront has been the norm for many online businesses for years. But it seems the rules are still changing, and businesses might soon be running without online stores.
How? Last week we discussed how discovery, conversation, and conversion are converging—and how OpenAI rolled out Instant Checkout in ChatGPT in the U.S., in collaboration with Etsy and Shopify. Merchants, of course, have to pay a commission to OpenAI.
Add that on top of the existing online-marketplace business model, where retailers sell on websites they don't own like Amazon.com; landlords and hotels rent property on apps like Airbnb and Booking.com; teachers sell courses on Udemy; freelancers sell their services on Fiverr—of course, all while paying a commission—and you'll notice that discovery, conversation, and conversion aren't just converging but also moving out of your control.
Meta, for example, recently announced that it will personalize content and ads using your Meta AI chats. This will take effect on December 16; the rollout excludes the EU, UK, and South Korea.
Storefronts and first touchpoints aren't disappearing, but are drifting into assistants, marketplaces, and social feeds.
Buying on websites will not disappear, but expect more first purchases to happen off-site: inside assistants, at marketplace events, and in social shops.
There is a constant, however, and that is the commission. All of these marketplaces—or rented surfaces—tax your margin and steer the narrative. Meta's update links conversational intent to ad delivery; marketplaces set fees and rules; assistants can sit between the brand and the buyer.
The durable move remains the same: meet customers where they are, then bring them home (site, email, SMS, loyalty, and service).
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