OpenAI turns ChatGPT into a shopping tool with Instant Checkout

OpenAI is launching Instant Checkout inside ChatGPT to Plus, Pro, and Free users in the U.S.

• Users will be able to buy products from Etsy sellers.
• Purchases are powered by the new Agentic Commerce Protocol (ACP), co-developed with Stripe.

How it works. Users search in plain language (e.g., “gifts for a ceramics lover”). Then:

• ChatGPT returns product recommendations ranked by relevance, not payment.
• If an item supports Instant Checkout, users tap “Buy,” confirm shipping and payment details, and complete the order without leaving chat.
• Orders, payments, and fulfillment run through the merchant’s existing systems; ChatGPT passes information securely.
• Merchants pay a small transaction fee; shoppers pay no extra cost.

Between the lines. OpenAI said products are ranked only by relevance – not sponsorship or whether Instant Checkout is enabled. Merchants remain the merchant of record, keeping control over fulfillment and customer relationships.

What’s next. Coming soon, according to OpenAI:

• Multi-item carts.
• Expansion to Shopify’s million-plus merchants (e.g., like Glossier, SKIMS, and Spanx)
• More regions beyond the U.S.

Why we care. If AI chat becomes a mainstream way for people to discover products, OpenAI is now at the start of that purchase journey. For brands or businesses selling products, this could mean a new channel to optimize for – one that bypasses traditional search and funnels discovery straight into checkout.

How to sign up. Merchants can apply to have their products included in ChatGPT search results and enable Instant Checkout via ACP.

• Etsy and Shopify sellers are already eligible and don’t need to apply.
• OpenAI is onboarding merchants on a rolling basis through an online application form.

Dig deeper. How ChatGPT search ranks products and merchants

Different from Google. OpenAI is taking a different approach than Google’s agentic search capabilities. Whereas OpenAI is going all the way to completing purchases on behalf of users, Google (for now at least) is letting users take the final conversion action.

OpenAI’s announcement. Buy it in ChatGPT: Instant Checkout and the Agentic Commerce Protocol