Sephora and Shopify Make Major Agentic Commerce Announcements on the Same Day — ChatGPT Becomes the New Storefront

Sephora and Shopify Make Back-to-Back Announcements on March 24

Sephora And Shopify Double Down On Agentic Commerce

On March 24th, two major announcements involving agentic commerce were communicated, signaling how e-commerce really is slowly moving into a new era.

On March 24, 2026, two major announcements were made in the field of agentic commerce. Sephora, the global beauty retail leader, announced the launch of a Sephora app on ChatGPT. On the same day, Shopify declared the full-scale operation of Agentic Storefronts, enabling all U.S. merchants to sell via ChatGPT.

Both announcements share a clear vision: AI chat is becoming the starting point for shopping. They also share a design philosophy where payment and checkout remain on the brand's side.

The Rapid Commercialization of Agentic Commerce

Agentic commerce -- a new form of commerce where AI agents assist from product discovery to purchase -- has been rapidly transitioning to practical implementation since the start of 2026. According to Shopify, AI-driven traffic has increased 7x compared to January 2025, and AI-sourced orders have grown 11x over the same period.

OpenAI initially planned its own checkout feature within ChatGPT but reversed this approach, pivoting to a model that respects merchant storefronts. This has clarified the division of roles: AI platforms serve as "discovery venues" while brands remain "purchase venues."

The Universal Commerce Protocol (UCP), co-developed by Google and Shopify, has garnered support from over 20 companies including Walmart, Target, Etsy, American Express, Mastercard, Stripe, and Visa. As an open standard connecting AI agents with merchants, industry-wide infrastructure is taking shape.

Sephora's Strategy of Bringing Beauty Insider to ChatGPT

What stands out about Sephora's announcement is that it centers on "personalization" rather than simple product search. When a user types "find me a foundation for dry skin" on ChatGPT, the Sephora app launches and presents product recommendations based on the user's Beauty Insider account information.

Integration with the loyalty program is also notable. Members can use points, free samples, and free shipping benefits within ChatGPT. Payment and checkout currently redirect to Sephora's interface, with in-app payment support planned for the future.

Sephora's Global CDO Anca Marola stated, "We are piloting the Sephora app on new intelligent channels like ChatGPT. We will start with the U.S. market and aim for global expansion." With over 80 million active members worldwide, this data foundation becomes a competitive advantage in AI commerce.

Shopify Connects Millions of Merchants to AI Channels at Once

Shopify's Agentic Storefronts have a more structural impact for merchants. All U.S. Shopify merchants can sell products on ChatGPT without additional setup or app installations. No additional costs are incurred beyond standard payment processing fees.

The supported AI channels extend beyond ChatGPT. Microsoft Copilot, Google Search AI Mode, and the Gemini app are also supported, all managed centrally from the Shopify admin panel. When a user finds a product on ChatGPT, they transition to the merchant's storefront via an in-app browser on mobile or a separate tab on desktop to complete checkout.

Notably, the "Agentic Plan" allows brands that don't use Shopify as their e-commerce platform to sell on AI channels simply by registering products in the Shopify Catalog. Shopify is establishing itself as an AI commerce infrastructure provider beyond its own merchant base.

OpenAI's Commerce Product Lead Neel Ajjarapu commented, "By integrating products from Shopify's entire merchant ecosystem, millions of merchants and billions of products become instantly discoverable."

Impact and Practical Implications for E-Commerce Businesses

From these announcements, there are three points e-commerce businesses should consider immediately.

Securing "discoverability" on AI channels is the top priority. For Shopify merchants, Agentic Storefronts are automatically enabled. Non-Shopify businesses should consider leveraging the Agentic Plan. Structuring product data (accurate attribute information, real-time inventory and pricing sync) directly impacts ranking on AI platforms.

Maintaining customer data and brand experience is also critical. Currently, checkout occurs on the merchant's storefront. Shopify VP of Product Mani Fazeli has been clear about the principle that "the relationship between brand and customer always belongs to the brand." Whether you can consistently deliver loyalty programs and brand experiences across AI channels becomes a differentiating factor.

Preparing for AI attribution should also begin. Shopify assigns referral attributes to orders from ChatGPT. Businesses need to accurately measure AI channel-driven revenue and incorporate it into marketing strategies.

Summary

The same-day announcements from Sephora and Shopify symbolize agentic commerce's transition from "conceptual stage" to "implementation stage." AI chat is becoming the new storefront, with search, comparison, and recommendations all completed within a single conversation.

At the same time, as both companies' designs demonstrate, a paradigm is solidifying where AI serves as the "discovery layer" while brands maintain the purchasing experience and customer relationships. Going forward, the expansion of UCP adoption and Meta experience integration will be key areas to watch. For e-commerce businesses, AI channel readiness is no longer an "advanced initiative" but is becoming a fundamental requirement of channel strategy.