FLASH: Walmart Exec Confirms: 3P Marketplace Products Coming to ChatGPT - 6X More SKUs Than Originally Anticipated đ€Ż Plus ChatGPT #2 Ecommerce Site (by daily traffic)
Over 400m 3P products coming to ChatGPT, plus new analysis reveals ChatGPT is the #2 ecommerce site by daily traffic. Scale of demand and supply significantly larger than expected. đ
When Walmart announced (10/15/25) their ChatGPT Instant Checkout integration, the biggest question we had was - is 3P inventory included?
In an interview with Bloomberg, Walmart executive, Daniel Danker, EVP of AI Acceleration said:
âFresh food isnât included in the offering, partly because consumers buy similar products weekly. The new function will launch in the fall. Customersâ current Walmart or Samâs Club accounts will get automatically linked to ChatGPT. Goods will also be available from third-party sellers.â
-Daniel Danker, Executive Vice President of AI Acceleration, Walmart 10/20/25
This important clarification point changes the number of SKUs we can expect to be available on ChatGPT by a factor of over 6X!
Walmart 1P vs. 3P
To put it in perspective at Walmart there are 75m 1P SKUs and 420m 3P SKUs. The bulk of âfresh foodâ is 1P, and the SKU count isnât known, letâs say itâs 2m. That makes it 73m 1P SKUs plus the 420m 3P offerings resulting in around 500m SKUs now confirmed coming to ChatGPT. Marry that with the millions of Shopify storesâ inventory which Shopify doesnât disclose, but industry experts put in the 10-50m range and you have a massive amount of inventory that is Buyable on ChatGPT for Holiday 25.
No platform in the history of any shopping technology has scaled up this quickly this fast. This indicates to me that the infrastructure, account and technology teams working on this initiative must be quite massive and the back-end must be quite robust to handle a scale-up of this size and scope.
This isnât a POC, this isnât a test. This is a company (OpenAI) making a very big bet on this new monetization path. Why do they believe this will work?
Well new data that dropped today tells us whyâŠ
ChatGPT Second Only to Amazon
Jason Goldberg, my podcast partner for the Jason and Scot show, pointed out this datapoint on LinkedIn today that was generated by analyst firm Euromonitor International:
This data starts with ChatGPTâs revelation that 2% of their prompts are for âPurchase-able Productsâ. While 2% is small, they process 2.5B a DAY. That equates to 52.2m/day for products.
Euromonitor took that and figured out the Daily traffic for the top 10 retailers. the results show data that ChatGPT has had for a while: They are the 2nd most visited ecommerce site.
But until the release of ChatGPT Instant Checkout, they didnât have a way to monetize that - they were sending a very long tail of retailers free purchases.
Conclusions From These Two Revelations
ChatGPT has strong reason to monetize those 50m/day product prompts
This is a very serious initiative and they are making quite a substantial investment
They have built the most merchant-friendly system we have ever seen where the merchant gets the transaction (Merchant-of-record) and acquires the customer
Walmart is onboarding a massive ~500m SKU catalog that includes 1P and 3P (minus fresh food) to ChatGPTs Instant Checkout system where they charge a small %. Wall St guesstimates put this in the 1-5% range.
Walmart stands to drive a lot of incremental sales and acquire incremental customers (52.2m » 19.12m)
Stay tuned for more developments as they breakâŠ
Yes, the typical 1P sku lacks a lot of product level content and context, 3P tends to a step down. I view it as a good start, just to get the basics and 'flip on' the checkout for 500m SKUs. From there its up to 1P and 3P brands and sellers to partner with Walmart to significantly upgrade the product data. These convos are happening already.
Scott since product catalog for chat is different than 3p feeds to marketplaces do you see any friction? I feel like the consensus is it will be a seamless transfer and I donât think thatâs the case?