OpenAI has announced a new feature that lets users make purchases directly through ChatGPT, partnering with Etsy and Shopify to bring commerce into conversations.
The feature, called Instant Checkout, allows users to shop seamlessly inside ChatGPT without needing to click links or be redirected. OpenAI said, “Instant Checkout is now rolling out to U.S. ChatGPT Pro, Plus and Free logged-in users buying from U.S. Etsy sellers, with over 1 million Shopify merchants coming soon.”
For merchants, a fee will be charged to OpenAI on completed sales, but there will be no extra cost for buyers and no change in product prices. This move is expected to open up a new revenue stream for OpenAI, adding to its subscription-based income while leveraging ChatGPT’s massive user base.
The announcement had a positive impact on the markets, with shares of Etsy rising 7.3 per cent and U.S.-listed shares of Shopify increasing by 4.5 per cent.
Shopify highlighted the convenience of the new feature on its website, saying, “Shopify merchants will be able to sell directly through ChatGPT conversations — no links or no redirects, just seamless commerce.”
To power the checkout process, OpenAI has collaborated with payments company Stripe. The AI startup also confirmed it will open-source the agentic commerce protocol behind the system, allowing broader use and innovation.
With this launch, ChatGPT is evolving beyond a conversational AI into a platform for direct transactions, creating new opportunities for merchants while making online shopping faster and easier for users.
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