Published October 12, 2025
An App Ecosystem at ChatGPT’s Core
The headline announcement from DevDay 2025 is ChatGPT’s built-in App Store. Unlike previous GPTs, this platform lets users discover and install third-party apps directly in their conversations, complete with in-chat payments powered by Stripe and Shopify.
- Discover & install without leaving ChatGPT
- In-chat payments for goods & services
- Developer SDK
- Editorial review process
Launch partners include Spotify (playlists), Zillow (real estate), Booking.com (travel), Canva (design), and Figma (collaboration), reflecting OpenAI’s ambition to cover diverse user needs.
Comparing with Apple and Google Models
The Apple Model: Inspiration & Differentiation
OpenAI explicitly mirrors Apple’s economics with:
- Transaction commission as primary monetization
- Editorial control of showcased apps
- Unified UX for a seamless experience
- Controlled openness via a public SDK but curated store
Key differences:
- Conversational interface vs. graphical app storefront
- Contextual in-dialog apps vs. standalone apps
- Native payments in chat vs. separate storefront checkout
Google: AI Integrated into an Established Ecosystem
Google’s strategy enhances its existing Play Store with AI features rather than launching a new platform. Advantages:
- Massive install base: 2.5B+ Android devices
- Mature ecosystem: developers, payments, distribution
- AI as augmentation: smart search, recommendations
Implications for Developers
Business Opportunities
Direct monetization: sell services/products in-chat with reduced friction. Qualified audience: ChatGPT users are tech-savvy, B2B-oriented. Simplified distribution: single integration reaches 200M+ MAUs.
Technical & Strategic Challenges
- Conversational UX: requires new design skills and R&D.
- Platform dependence: revenue concentration risk.
- Store visibility: gated by OpenAI’s recommendation algorithms.
Enterprise Impact & Use Cases
Transforming B2B Workflows
Integrate business tools directly in ChatGPT:
- CRM & Sales: update leads, track pipeline
- Productivity: document creation, project management
- Analytics: interactive dashboards, automated reporting
- E-commerce: product catalogs, order management
Performance Metrics
- Conversion rate: +40% (friction reduction)
- Onboarding time: –60% (conversational UI)
- Customer acquisition cost: –25% (native distribution)
Monetization Models & Strategic Opportunities
Direct Revenue
- Transaction fees: likely 15–30% commission
- Premium subscriptions: ChatGPT Plus/Pro perks
- API & SDK usage: pay-per-use
Indirect Revenue
- Usage data: insights for new product development
- Strategic partnerships: exclusive integrations
- Reduced Microsoft costs: share drop from 20% → 8%
Regulatory & Competitive Challenges
- Antitrust scrutiny: dominant platform concerns
- GDPR & data sovereignty: cross-app data governance
- Auditability: traceable AI decisions for regulated industries
Future Outlook & Recommendations
Short Term (6–12 months)
- Enterprise pilots & SDK enhancements
- 1,000+ apps available
Mid Term (1–3 years)
- Vertical app specialization (health, finance, education)
- Global multi-language & multi-currency support
Long Term (3–5 years)
- Standardized conversational platform model
- Hardware integration & IoT compatibility
- Agent-driven autonomous economies
Strategic Recommendations
For Enterprises
- Assess conversational use cases for real value
- Run quick MVPs to gauge adoption
- Maintain alternative distribution channels
For Developers
- Master conversational design & OpenAI SDK
- Differentiate with unique value propositions
- Monitor API & policy updates closely
OpenAI’s ChatGPT App Store is more than an evolution—it’s a paradigm shift in software distribution. Businesses that anticipate and adapt today will secure a decisive competitive edge tomorrow.
Part of our series on enterprise AI evolution. Visit ixtria.ch for full insights.
