"Artificial intelligence is changing ecommerce so quickly that keeping up is daunting. Consider the prominent payment processors, platforms, and marketplaces that collaborated with OpenAI and Perplexity in the past year. Perplexity and Shopify in November 2024. OpenAI with Shopify in April 2025. Perplexity and PayPal in May 2025. OpenAI and Shopify again in September 2025. Perplexity and Stripe in September 2025. OpenAI and Walmart in October 2025. Perplexity and PayPal again in November 2025. OpenAI and Target in November 2025."
"Each of these partnerships and integrations pushes the industry toward various forms of AI search, AI-assisted shopping, and agentic commerce. Consumers will shop differently very soon. Marketplaces Many mid-market businesses will benefit. Mark Simon, vice president of strategy at Celigo, an automation platform, told me recently that direct-to-consumer brands are now selling on the Walmart Marketplace and could greatly benefit if it pushes their products into the emerging AI shopping ecosystem."
"Yet the product data feeds to those marketplaces, for even a moderate number of SKUs, work only when automated. And not all data-feed integrations are the same. "There is definitely a way to obtain a competitive advantage," said Simon. "If you choose a modern technique...a modern method [of integration], you can move quickly. You can shift to an automation-first approach." Simon's perspective is notable given that Celigo is an infrastructure-as-a-service company that connects and automates business systems, including Walmart Marketplace integrations."
AI collaborations among major payment processors, platforms, and marketplaces have accelerated integration of AI search, AI-assisted shopping, and agentic commerce across ecommerce. Multiple partnerships between OpenAI, Perplexity, Shopify, PayPal, Stripe, Walmart, and Target occurred across 2024–2025, signaling rapid industry convergence. Mid-market and direct-to-consumer brands can benefit from marketplaces like Walmart if product listings and feeds are integrated into AI shopping ecosystems. Product data feeds for even moderate SKU counts function reliably only when automated, and integration methods vary. Adopting modern, automation-first integration techniques provides competitive advantage by enabling faster adaptation and scalable workflows for tasks such as AI-generated product descriptions.
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