OpenAI Scales Back Direct Checkout Plans for ChatGPT
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Mar 05 2026
0mins
Should l Buy BKNG?
OpenAI is scaling back plans to enable direct checkout within ChatGPT, opting instead to complete transactions through integrated third-party apps, The Information's Ann Gehan and Sri Muppidi report. Due to users' habit of "browsing without buying" and technical barriers such as inventory synchronization and fraud prevention, only about a dozen of the millions of Shopify (SHOP) merchants have actually integrated, according to the report. The Fly notes that shares of Booking Holdings (BKNG), which has partnered with OpenAI to allow travel planners to do more through the popular AI chatbot, are up about 1% in premarket trading.
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Analyst Views on BKNG
Wall Street analysts forecast BKNG stock price to rise
25 Analyst Rating
18 Buy
7 Hold
0 Sell
Moderate Buy
Current: 4290.650
Low
5407
Averages
6153
High
6850
Current: 4290.650
Low
5407
Averages
6153
High
6850
About BKNG
Booking Holdings Inc. is a provider of travel and restaurant online reservation and related services. The Company offers its services through five primary consumer-facing brands: Booking.com, Priceline, Agoda, KAYAK, and OpenTable. Through its brands, consumers can book an array of accommodations (including hotels, motels, resorts, homes, apartments, bed and breakfasts, hostels, and other alternative and traditional accommodation properties) and a flight to their destinations; make a car rental reservation or arrange for an airport taxi; make a dinner reservation; or book a vacation package, tour, activity, or cruise. Consumers can also use its meta-search services to easily compare travel reservation information, such as flight, hotel, and rental car reservations from hundreds of online travel platforms at once. Booking.com offers accommodation reservation services for approximately 4.0 million properties in over 220 countries and territories and in over 40 languages.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- New Product Expansion: The launch of Airbnb's 'Services and Experiences' program, which offers local tours and classes, is expected to enhance user appeal and booking volumes, with management noting that half of Experience bookings are independent of stays.
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- Diverse Destinations: Featuring locations like Angkor Wat in Cambodia, Goa in India, and Hoi An in Vietnam, the offerings provide rich cultural experiences and natural beauty, attracting a variety of interests and enhancing Agoda's competitive edge in the travel market.
- Market Potential: As the pace of life accelerates, the demand for short trips is increasing, and with over 6 million holiday properties and 300,000 activities, Agoda is well-positioned to flexibly meet diverse customer needs, further solidifying its market leadership.
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See More
