OpenAI has introduced a new shopping feature in ChatGPT called Instant Checkout, allowing users in the United States to purchase products directly through the chat interface. The feature is initially available for Etsy sellers and will expand to over one million Shopify merchants, including brands such as Glossier, SKIMS, Spanx, and Vuori.
Instant Checkout integrates product discovery, recommendations, and payment into a single experience for all ChatGPT users, including Free, Plus, and Pro subscribers. Users can ask the AI for product suggestions, such as “best running shoes under $100” or “gifts for a ceramics lover,” and view relevant items with a Buy button.
This button allows them to confirm orders, shipping, and payment details without visiting external websites. Supported payment methods include Apple Pay, Google Pay, Stripe, and credit cards, with existing subscribers able to use stored payment details for faster checkout.
The feature is powered by the Agentic Commerce Protocol, an open-source system developed with Stripe. The protocol ensures secure payments through encrypted tokens and offers merchants easy integration with minimal coding. OpenAI will earn a commission on completed sales, but the service remains free for users. Product results are unsponsored and ranked by relevance.
Industry experts say this development could challenge traditional search engines and e-commerce platforms such as Google and Amazon. By keeping users within the AI chat while shopping, OpenAI may shift online shopping habits and encourage broader adoption of AI-driven commerce.
With more than 700 million weekly ChatGPT users, Instant Checkout could significantly change online retail, offering a more integrated, efficient, and AI-assisted shopping experience. The launch marks a step toward an era where AI not only recommends products but also streamlines the purchasing process.
