David’s Bridal is now bringing its online storefront directly into popular artificial intelligence (AI) chat platforms to add new shopping channels.
Shoppers can now browse and buy wedding gowns, bridesmaids’ dresses and other special-occasion attire via Microsoft Copilot and OpenAI’s ChatGPT. The in-app experience, which went live April 13, runs on Shopify’s new “agentic storefronts.”
Under the integration, shoppers can search David’s catalog directly in a chat, with the AI tools surfacing product images, pricing and other details, before directing users to a Shopify-powered checkout. Transactions run through the Shopify infrastructure that David’s Bridal adopted in June 2025, which ensures the retailer maintains control over the final sale — and the resulting customer data.
Shopify said other brands currently using Agentic Storefronts on ChatGPT include:
On Copilot, brands include Stanley, Pura Vida and Keen.
David’s Bridal ranks No. 467 in the Top 2000. The Top 2000 Database ranks North America’s largest online retailers based on their annual ecommerce sales and more.
Currently, 118 of the Top 2000 online retailers in North America use Shopify as their ecommerce platform, according to Digital Commerce 360 data. In 2025, the combined web sales of all Top 2000 retailers that used Shopify’s ecommerce platform reached $10.458 billion.
How David’s Bridal is using AI shopping experiences
“There is a structural shift in how consumers discover and buy,” David’s Bridal CEO Kelly Cook said in the company’s announcement. “Consumers are moving from traditional search to AI-driven discovery at an extraordinary pace and increasingly expect to complete their purchase in that same moment.”
David’s Bridal said it’s now among the first merchants to offer “fully integrated, end-to-end commerce” within generative AI platforms
When shoppers first prompt the AI tools, David’s Bridal products appear as product cards. They display images, pricing, style details and customer ratings averaging 4.9 stars.
Within ChatGPT, the system can group products by silhouette or style, such as “Classic Ball Gowns” or “Modern & Minimal.” On Copilot, shoppers can browse curated collections, check size and color availability in real time and explore sizing from 0–30W, according to the company.
The checkout process varies slightly by platform. On ChatGPT, purchases are completed through an in-app browser on mobile or by redirecting shoppers to the merchant’s storefront on desktop, Shopify told Digital Commerce 360 via email.
On Microsoft Copilot, however, checkout can occur directly within the chat interface through embedded buy buttons and direct checkout. Shopify noted that Shop Pay support is “coming soon.”
Behind the scenes, each transaction runs through the retailer’s Shopify infrastructure, preserving checkout settings, payment processing and fulfillment. David’s Bridal said it remains the merchant of record, handling orders and collecting valuable first-party data.
“What makes this moment so powerful is the convergence of infrastructure, data and AI,” said Scott Saeger, chief technology officer of David’s Bridal, in a statement. “By leveraging Shopify’s architecture, we’re able to extend our entire commerce engine directly into AI environments without compromise, preserving checkout, attribution and customer ownership.”
David’s Bridal’s broader AI strategy
While the retailer maintains more than 180 physical locations across North America, it has been aggressively moving toward a more asset-light, digital-centric model.
The initiative, dubbed “Aisle to Algorithm,” aims to solidify David’s Bridal as a tech-forward leader in the $70 billion wedding industry.
A key part of that strategy is Pearl by David’s, the company’s digital platform that brings together wedding planning tools, a vendor marketplace and the company’s Pearl Media Network.
In June, David’s Bridal added agentic AI features to its Pearl wedding planner.
More recently, the retailer said it’s been refining the depth and accuracy of its product catalog. The company has begun auditing attributes such as silhouette, neckline, fabric and train length that influence how items rank and appear in AI shopping results.
David’s has also been evaluating Shopify tools to automatically score product data and “further enhance readiness for large language models,” the company said.
“The next phase of retail competition will be won at the data layer,” said Saeger. He added that “brands that structure, enrich and optimize their product data most effectively for AI will be the ones that surface first and convert fastest.”
Shopify expands AI commerce infrastructure
Shopify’s Agentic Storefronts became available on ChatGPT in late March.
The storefronts automatically connect merchants to major AI channels, including ChatGPT, Microsoft Copilot, AI Mode in Google Search, and the Gemini app. Products are surfaced through Shopify Catalog, while merchant customizations — such as branding, pricing logic and payment methods — carry over from the retailer’s storefront.
In an April 2 blog post, Shopify said checkout may occur through an in-app browser or external storefront, or directly within an AI platform, depending on the device and platform.
The latter approach follows earlier experiments with native AI checkout in ChatGPT. OpenAI debuted its “instant checkout” feature in September to enable in-app purchases. It stepped back from the feature in late March.
Kurt Elster, founder of ecommerce consultancy Ethercycle, said Shopify is positioned as the commerce infrastructure layer for AI “whether you use their platform or not.”
“It’s on by default for eligible stores,” Elster wrote in a LinkedIn post. “Your products are already being syndicated through Shopify Catalog. Orders show up in your admin with ChatGPT referral attribution so you can track the channel.”
He noted that Shopify also offers an “agentic” plan, allowing non-Shopify brands to list products in Shopify Catalog, which feeds into AI shopping channels
“This is early,” Elster added. “Attribution is limited, volume is unknown, and we don’t know how these AI channels will rank products yet. But the infrastructure is live and the direction is clear.”
AI shopping adoption is accelerating
Industry data suggests the shift toward AI-assisted shopping — often called agentic commerce — is gaining momentum.
Consulting firm McKinsey estimates AI agents could facilitate $3 trillion to $5 trillion in global commerce by 2030.
Early signals are already emerging. During peak retail periods, AI-driven tools influenced $14.2 billion in global online sales and drove more than 800% growth in retail traffic, according to Adobe Analytics data cited in David’s Bridal’s announcement.
Consumer interest is also strong. According to the Interactive Advertising Bureau, more than 80% of consumers said AI delivers more personalized and enjoyable shopping experiences.
David’s Bridal cited additional research showing more than 70% of consumers said they would be willing to complete purchases within AI chat environments, and that AI-driven shopping tools can increase conversion rates by up to 23%.
Do you rank in our databases?
Submit your data and we’ll see where you fit in our next ranking update.
Sign up
Stay on top of the latest developments in the online retail industry. Sign up for a complimentary subscription to Digital Commerce 360 Retail News. Follow us on LinkedIn, TikTok, X (formerly Twitter), Facebook and YouTube. Be the first to know when Digital Commerce 360 publishes news content.
