Fanatics has deployed the “Shop the Look” feature, developed with Codex, which analyzes its extensive catalog data to suggest in-stock accessories that match each product while respecting the relevant teams and style. The company sells more than 1.5 million unique product references, manufactures over 45 million items each year and sells them in more than 180 countries. Following the feature’s launch, views of recommended items increased by 10%, while shopping sessions previously lasted more than 30 minutes on average. Fanatics expects its commerce business to generate more than $7 billion in revenue this year, compared with about $5.5 billion from collectibles, while OpenAI is ending instant checkout in ChatGPT in favor of dedicated apps developed with retailers.
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