OpenAI launches Merchant Center, supporting the creation of ChatGPT merchant profiles

OpenAI launched a beta Business Hub on November 11, letting enterprises create verified merchant profiles and update product and service information for ChatGPT users. Eligible businesses can also build and publish dedicated business agents that answer user questions about the company and its offerings. The hub provides limited business insights, including profile views, mention counts, and website clicks. Verification is required through a formal process, with OpenAI commercialization VP Benji Shomair saying multiple verification methods will apply across markets and business types. The move matters because it turns ChatGPT into a discovery and referral surface for merchants, extending OpenAI's reach into commerce-adjacent search. What to watch next is how verification scales across markets and whether profile and click metrics translate into measurable merchant traffic.