OpenAI has unveiled “Instant Checkout” in ChatGPT, a new feature that allows users to search, compare, and buy products directly within the app. The move positions ChatGPT as an e-commerce assistant capable of guiding purchases from search to payment.
The feature launches first in the United States, starting with Etsy sellers and soon expanding to Shopify merchants. Open AI says it is powered by the Agentic Commerce Protocol, a framework developed in partnership with Stripe and released as open source to encourage broader adoption.
“ChatGPT already helps millions of people find what to buy. Now it can help them buy it too,” OpenAI said in an announcement on X, confirming its partnership with Etsy, Shopify, and Stripe.
The new service is available to U.S.-based users across all ChatGPT tiers; Free, Plus, and Pro, provided they are purchasing from U.S. Etsy sellers. Shopify integrations will follow in the coming months.
How ChatGPT Shopping Works
OpenAI describes the feature as a “personal shopping assistant” inside ChatGPT. Users type in what they’re looking for, and the AI provides curated product options with images, prices, and links.
In a demo, a shopper requested “a ceramic housewarming gift under $100.” ChatGPT generated a list of relevant Etsy products, displaying visuals, prices, and seller information.
Products are ranked based solely on relevance to the query and context. OpenAI stressed that Instant Checkout items do not receive ranking boosts, ensuring search remains neutral.
What You Should Know
According to Open AI, once a user selects a product, ChatGPT shows where it can be purchased. Merchant listings are ranked by factors such as availability, pricing, seller authenticity, and product quality.
Shoppers can then complete their purchase within ChatGPT, confirming order details, shipping address, and payment method without leaving the app. Accepted payment options include credit cards, Apple Pay, Google Pay, and Stripe’s Link.
Pro and Plus subscribers benefit from auto-filled payment and shipping details, which can be reviewed or edited before confirmation. Buyers can also track their orders in ChatGPT, receiving updates on order status, shipping, and estimated delivery times.
“Even if you don’t enable Instant Checkout, shoppers still see a direct link to your site — but enabling it makes conversion faster and more likely,” OpenAI added.
Despite the integration, OpenAI clarified that merchants remain the sellers of record, responsible for payment processing, fulfillment, and customer service.
Merchant Onboarding Application
To join the program, merchants must apply through OpenAI’s dedicated portal at chatgpt.com/merchants. Once approved, businesses can integrate product feeds into ChatGPT’s search results and enable Instant Checkout via the Agentic Commerce Protocol.
Etsy and Shopify sellers, however, do not need to apply, as their integrations are being handled directly through those platforms.
Currently, the feature is limited to U.S.-based users and merchants, but OpenAI has signaled plans for international expansion in 2026, allowing global sellers and shoppers to participate.
Industry Implications
With Instant Checkout, OpenAI is moving deeper into the commerce ecosystem, using conversational AI to streamline discovery and purchasing.
Industry experts say the integration of Etsy and Shopify suggests a focus on independent merchants and small businesses, while Stripe’s involvement ensures secure transactions.
Analysts note that the launch could reshape how consumers interact with e-commerce platforms. Instead of browsing through multiple sites, shoppers may increasingly rely on ChatGPT as a central hub for search, comparison, and checkout, blending AI-powered recommendations with seamless buying experiences.
The adoption of AI in e-commerce is accelerating sharply. As of 2025, up to 89% of retailers are either using AI daily or experimenting with pilot programs in their digital commerce operations.
Particularly relevant to features like ChatGPT’s Instant Checkout, observers say AI-powered shopping assistants are seen by many businesses as key to improving conversion rates, reducing friction, and increasing customer loyalty.
Talking Points
It is significant that OpenAI has introduced Instant Checkout inside ChatGPT, transforming the app from a conversational tool into a full shopping assistant. This is not just a feature upgrade, it signals the company’s entry into the fast-growing e-commerce market.
The fact that OpenAI is launching with Etsy and Shopify merchants positions Instant Checkout as a lifeline for small and independent sellers who often struggle to compete with large marketplaces. By making discovery and checkout seamless, it lowers friction for buyers while potentially boosting conversion rates for merchants.
At Techparley, we see this as a natural evolution of AI, moving from providing information to enabling direct economic transactions. With integrated payments via Stripe, Apple Pay, Google Pay, and credit cards, the system already mirrors how people shop in real life: fast, convenient, and secure.
As the feature scales, Open AI has an opportunity to reshape conversational commerce. By bridging discovery and payment in one flow, ChatGPT could become the go-to interface for shopping online — not just a recommendation engine, but an end-to-end retail channel.
If executed well, Instant Checkout could redefine how we shop, giving AI a central role in everyday transactions and signaling the convergence of conversation, commerce, and trust in the digital economy.
