OpenAI has announced the rollout of Instant Checkout in ChatGPT, a feature that allows users to search, compare, and purchase products without leaving the app.
The feature is launching first in the United States with Etsy and Shopify merchants and is powered by the newly open-sourced Agentic Commerce Protocol, developed in partnership with Stripe.
According to OpenAI:
“ChatGPT already helps millions of people find what to buy. Now it can help them buy it too. We’re introducing Instant Checkout in ChatGPT with @Etsy and @Shopify, and open-sourcing the Agentic Commerce Protocol that powers it, built with @Stripe, so more merchants and developers can integrate agentic checkout.”
Who Can Use Instant Checkout?
For now, Instant Checkout is available only to:
- U.S.-based ChatGPT Pro, Plus, and Free users
- Purchasing from U.S. Etsy sellers (Shopify support to follow soon)
OpenAI confirmed that the feature will expand to more geographies and merchants in 2026.
How ChatGPT Shopping Works
OpenAI describes ChatGPT’s shopping tool as acting like a personal shopping assistant.
- Search: Users type what they are looking for (e.g., “a ceramic housewarming gift under $100”).
- Compare: ChatGPT returns curated options with images, prices, and product links.
- Choose: Products are ranked based on relevance, availability, price, and seller credibility—not on Instant Checkout activation.
- Buy: Users confirm their order details, shipping address, and payment method directly in ChatGPT.
Payment options include credit cards, Apple Pay, Google Pay, and Stripe’s Link.
For Pro and Plus subscribers, ChatGPT can also pre-fill payment and shipping details, speeding up checkout while still allowing edits before purchase.
Tracking Purchases in ChatGPT
Buyers can track their orders within ChatGPT, from order confirmation to shipping updates.
A demo showed:
- Order summaries (e.g., handmade ceramic items)
- Shipping details
- Estimated delivery times pulled directly from Etsy
The merchant remains the seller of record, responsible for accepting or declining orders, processing payments, and fulfilling deliveries through existing systems.
Merchant Application Process
OpenAI is inviting merchants to integrate their product feeds into ChatGPT via the merchant portal: chatgpt.com/merchants.
Key notes for merchants:
- Etsy and Shopify merchants do not need to apply (handled directly with those platforms).
- Businesses can apply to enable Instant Checkout through the Agentic Commerce Protocol.
- Enabling Instant Checkout makes conversion faster and more likely, but even without it, shoppers still see a direct link to the merchant’s site.
The Future of ChatGPT Shopping
With millions of ChatGPT users already turning to the AI for product recommendations, Instant Checkout is a natural next step toward AI-powered commerce.
OpenAI aims to expand:
- To more U.S. merchants in 2025
- To global markets in the coming years
This could make ChatGPT a major player in AI-driven shopping, offering merchants a direct way to reach customers and giving users a faster, seamless buying experience.
