OpenAI Brings Instant Checkout to ChatGPT With Etsy and Shopify
OpenAI has launched Instant Checkout inside ChatGPT, starting with Etsy sellers in the U.S. and expanding soon to Shopify’s one million merchants. The system runs on the new Agentic Commerce Protocol, an open standard built with Stripe. This move positions ChatGPT not just as a conversational tool but as a direct commerce channel, changing how consumers buy online.
OpenAI announced that users in the U.S. can now buy products directly within ChatGPT through Instant Checkout. The feature is debuting with Etsy sellers and will expand to Shopify merchants, including larger brands, in the coming months. Purchases happen in-chat, with secure payments handled via Stripe, while merchants remain responsible for order fulfillment and customer relationships.
The checkout system is powered by the Agentic Commerce Protocol, an open-source standard co-developed with Stripe. It allows AI agents to initiate transactions while ensuring transparency and security. OpenAI emphasized that merchants keep control of customer engagement, paying only a small fee per transaction, similar to existing e-commerce platform rates.
For users, the feature eliminates redirections to external websites and enables one-click purchasing directly inside conversations. Planned expansions include multi-item carts, international rollout, and wider merchant participation.
The shift signals a broader trend of AI platforms entering retail. By embedding payments and commerce into natural-language chat, OpenAI is positioning ChatGPT as a transactional layer between consumers and businesses. This development could reshape customer acquisition strategies for online retailers and intensify competition in digital shopping channels.
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