Author: Allison Smith

This story was first published by Digiday sibling Modern Retail.

Shopify told merchants their products will soon be discoverable and purchasable inside ChatGPT through its new “agentic storefronts” feature as OpenAI shifts how checkout works inside the chatbot.

“Coming later in March: ChatGPT in Agentic Storefronts,” Shopify said in an email sent to merchants Wednesday and reviewed by Modern Retail. “Buyers can find your products and complete purchases inside ChatGPT. This agentic storefront channel will launch by default for your store, and you will be able to modify settings in your Admin.”

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Against a saturated — and more expensive — sports marketing landscape, Lay’s is trying to recreate one of the internet’s most intimate spaces: the group chat.

The PepsiCo-owned snack brand is hosting a FIFA World Cup watch party through Meta’s WhatsApp. The group chat features celebs like Lionel Messi, David Beckham, Alexia Putellas, Thierry Henry, and Steve Carell — all of whom are posting photos, voice notes and messages around the sporting event. The group chat is part of Lay’s broader “No Lay’s, No Game” campaign, which is now in its fourth year.

From Super Bowl to World Cup

Lay’s is fresh off of the Super Bowl season, where some brands shelled out up to $10 million for a single ad slot. This is the first year “No Lay’s, No Game” campaign is being extended to the World Cup as more marketers look to expand their sports marketing portfolio.

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