OpenAI has launched a new "Instant Checkout" feature within ChatGPT for U.S. users, enabling direct purchases from Etsy sellers and with planned integration for Shopify merchants. The functionality is available to ChatGPT Pro, Plus, and Free logged-in users in the United States, according to a recent announcement from OpenAI.
The feature allows users to complete e-commerce transactions directly within their ChatGPT conversations. Initial availability extends to U.S.-based Etsy sellers, with OpenAI stating that integration with over 1 million Shopify merchants, including brands such as Glossier, Skims, Spanx, and Vuori, is "coming soon." This development builds upon previous ChatGPT shopping features that surfaced relevant product information, images, reviews, prices, and direct merchant links in response to user queries.
With Instant Checkout, users can tap a "Buy" button to confirm their order, shipping, and payment details. Supported payment options include Apple Pay, Google Pay, Stripe, or direct credit card input. OpenAI has clarified that while ChatGPT acts as an intermediary, orders, payments, and fulfillment are handled by the individual merchants using their established systems.
This initiative places OpenAI in a competitive landscape with other technology firms exploring in-chat commerce. Perplexity previously introduced a similar in-chat shopping and payments feature, and Microsoft offers its Copilot Merchant Program for creating in-chat storefront capabilities. Industry observers suggest that such frictionless experiences could shift how consumers discover and purchase products online, potentially moving some activity away from traditional search engines and e-commerce platforms.
OpenAI has also announced the open-sourcing of its Agentic Commerce Protocol (ACP), the underlying technology for Instant Checkout, developed in collaboration with Stripe. Will Gaybrick, President of Technology and Business at Stripe, stated, "Stripe is building the economic infrastructure for AI," emphasizing the re-architecting of current commerce systems for AI-powered experiences. This move aims to facilitate broader integration for merchants and developers into agentic checkout systems. The open-sourcing of ACP also establishes a new point of tension with Google, which recently launched its own open protocol for AI agent-initiated purchases, dubbed Agent Payments Protocol (AP2).
Regarding product surfacing, OpenAI specified in a blog post that results presented within ChatGPT are "organic and unsponsored, ranked purely on relevance to the user." The company also indicated it would charge merchants a "small fee" for completed purchases facilitated through the system.
