Perplexity wants to be your checkout button

Perplexity is setting its sights on ecommerce. According to an internal email obtained by ADWEEK, the Jeff Bezos-backed AI search startup is quietly inviting select users to early access for a new feature dubbed "Pro Shop."

One-click shopping inside search

Pro Shop lets users research and purchase products from multiple merchants directly within Perplexity, without ever being redirected to third-party sites.

Eligible items show a "Buy with Pro" button during product searches. Users just enter their billing and shipping details to complete the transaction on the spot. To sweeten the deal, Perplexity is promising free shipping on items bought through the platform.

Why it matters

Search queries often end with a purchase, but traditional search engines typically hand that lucrative traffic off to Amazon or retail websites. By closing the loop directly inside the interface, Perplexity is aiming to evolve from an answer engine into an instant commerce hub.

We think this is a clever monetization play that goes way beyond subscription fees or ads. That said, ecommerce is messy. Handling inventory mismatches, returns, and multi-merchant customer service is notoriously painful, and subsidizing free shipping won't stay cheap for long.