OpenAI Adds Shopping to ChatGPT

OpenAI has taken a bold step into e-commerce by adding a shopping feature directly into ChatGPT. The new tool, called Instant Checkout, lets U.S. users buy products without ever leaving their chat.

This move positions OpenAI to compete directly with giants like Google and Amazon.

How It Works

Using Instant Checkout is simple. When people ask questions like “What are the best sneakers under $100?” or “Gift ideas for a ceramic lover,” ChatGPT will show product options.

If an item supports Instant Checkout, users just tap Buy, confirm their shipping and payment details, and complete the order inside the chat.

Payment options include Apple Pay, Google Pay, Stripe, or a credit card.

Current ChatGPT subscribers can even use their saved payment info for faster checkouts.

The feature is available to ChatGPT Free, Plus, and Pro users in the United States.

Importantly, OpenAI says all product results are organic, not paid ads. The checkout button does not change how products are ranked.

The Technology Behind It

Instant Checkout runs on the Agentic Commerce Protocol (ACP), created by OpenAI and Stripe. This open-source standard makes buying through AI safe and reliable.

Key details:

Merchants remain in control – they process payments, handle delivery, and manage customer service.

Encrypted payment tokens (SPTs) ensure credit card details are never exposed.

Stripe merchants can enable the system with just a few lines of code.

This setup keeps transactions secure while allowing businesses to sell directly through AI agents like ChatGPT.

Business Model and Market Reaction

OpenAI will earn money by charging merchants a small fee on successful sales. Shoppers won’t pay extra — product prices stay the same.

This gives OpenAI a new source of revenue, alongside its subscription plans. The company has 700 million weekly users, making shopping a massive new opportunity.

Wall Street reacted quickly. Etsy shares jumped nearly 16%, and Shopify rose more than 6% after the announcement. Analysts believe the new system could add billions in sales for merchants.

Partnerships with Etsy and Shopify

At launch, Instant Checkout works with Etsy sellers in the U.S. This means users can shop unique, handmade products right from ChatGPT.

Next up is Shopify, which supports over one million merchants. This will include popular names like Glossier, SKIMS, Spanx, Vuori, Away, Stanley 1913, and Steve Madden.

Shopify’s CEO Tobi Lütke praised the partnership, saying this fulfills his vision of letting merchants sell “wherever AI conversations happen.”

Right now, the tool only supports one item per purchase, but OpenAI says it will add multi-item carts and international shopping soon.

A Challenge to Google and Amazon

This launch takes direct aim at Google Shopping and Amazon. Normally, online shoppers have to search, click through ads, compare across sites, and then buy.

With ChatGPT, the entire process happens in one conversation. No more ads, no more bouncing between websites.

Unlike Amazon and Google, which rank results based on advertising, OpenAI says ChatGPT gives unbiased recommendations.

This could change how people discover and buy products online — and force traditional platforms to rethink their models.

Open Source Approach

By open-sourcing ACP, OpenAI is inviting other companies to adopt the same system. The goal is to make ACP the industry standard for AI shopping.

This transparency may also increase trust, since developers and businesses can review exactly how the system works.

Looking Ahead

OpenAI sees Instant Checkout as just the start of “agentic commerce.” In the future, AI agents may not only suggest products but also complete purchases automatically based on user preferences.

Planned upgrades include:

• Multi-item shopping carts
• Global expansion beyond the U.S.
• Support for subscriptions and digital goods

This could change how businesses operate. Instead of optimizing websites for human shoppers, companies may need to optimize for AI agents that shop on users’ behalf.

News Gist 

OpenAI has launched Instant Checkout, letting ChatGPT users buy products directly in conversations.

Starting with Etsy and soon Shopify, the feature enables one-tap purchases, secure payments, and unbiased product results — a direct challenge to Google and Amazon’s e-commerce dominance.

FAQs

Q1. What is Instant Checkout in ChatGPT?

It’s a new feature that lets U.S. users purchase items directly inside ChatGPT without leaving the chat.

Q2. Which platforms are supported?

It works with Etsy sellers now and will soon expand to over one million Shopify merchants.

Q3. How does payment work?

Users can pay with Apple Pay, Google Pay, Stripe, or credit cards. Existing ChatGPT subscribers can use saved payment info.

Q4. How secure is the system?

Payments use Shared Payment Tokens (SPTs) — encrypted and merchant-specific. OpenAI never stores or processes card details.

Q5. What does it cost?

Shoppers pay no extra fees. OpenAI charges merchants a small transaction fee.

Q6. What’s next for Instant Checkout?

Planned updates include multi-item carts, global expansion, and support for subscriptions and digital goods.