ChatGPT users in the United States can now shop more seamlessly with the launch of the new “Instant Checkout” feature, which allows purchases directly within chats. The feature is available to ChatGPT Pro, Plus, and Free users who are signed in, with access to US-based Etsy sellers and over one million Shopify retailers, including Glossier, Skims, Spanx, and Vuori, coming soon.
The feature expands on ChatGPT’s existing shopping capabilities, where product suggestions were already provided in response to queries like “Best trainers for the office” or “What should I get my friend who loves ceramics?” Now, instead of leaving the chat, users can confirm their payment details and delivery options through a simple “Buy” button, using credit cards, Apple Pay, Google Pay, or Stripe.
Industry watchers note this could shift online shopping behaviour away from traditional search engines and e-commerce giants toward conversational platforms that offer curated recommendations and smoother checkout processes. Such a shift could challenge the dominance of Google and Amazon, who have historically prioritised their own products or charged sellers high fees for visibility.
OpenAI stated that product results presented in ChatGPT are “natural and unsponsored, ranked solely on user relevance.” The company will charge merchants a small fee only when purchases are completed. Alongside the launch, OpenAI also announced it would open source its Agentic Commerce Protocol (ACP), the technology powering Instant Checkout, developed with Stripe.
“Stripe is creating the economic framework for AI,” said Will Gaybrick, president of technology and business at Stripe. “This involves redesigning current commerce systems and developing AI-driven experiences for billions of people.”
OpenAI clarified that ChatGPT does not process payments itself but acts as a secure facilitator between users and merchants, with all transactions handled through existing merchant systems. By open sourcing ACP, integration becomes easier for businesses, reinforcing the role of AI chatbots as virtual storefronts and paving the way for wider adoption of agentic commerce.
This move could intensify competition with other tech firms, including those testing their own open protocols for AI-driven purchases.
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