OpenAI has introduced Instant Checkout, a new feature allowing users in the U.S. to buy items directly within ChatGPT conversations. Initially supporting Etsy sellers, it will soon extend to over one million Shopify merchants including brands like Glossier and Skims.
This integration lets users ask shopping questions, view relevant products ranked purely by relevance, and complete purchases with Apple Pay, Google Pay, Stripe, or credit cards without leaving the chat.
Unlike traditional shopping which relies on search engines and marketplaces, Instant Checkout marks a shift to AI-powered “agentic commerce,” where chatbots act as intermediaries managing the transaction while merchants retain control over payment processing, fulfilment, and customer support.
OpenAI emphasises that product listings are organic and unsponsored, and merchants pay a modest commission only on completed sales.
This innovation is powered by the open-sourced Agentic Commerce Protocol (ACP), co-developed with Stripe to facilitate secure, cross-platform commerce interactions.
“Stripe is building the economic infrastructure for AI,” Stripe’s president stated.
OpenAI’s move challenges the dominance of Google and Amazon in retail discovery and online shopping. While Google recently launched its own AI purchasing protocol, OpenAI’s Instant Checkout could reshape e-commerce by embedding commerce directly into conversational AI, making the buying process more seamless and personalised.