OpenAI has taken a significant step into the world of e-commerce by launching a new feature called Instant Checkout, enabling users to complete purchases directly within their ChatGPT conversations. Developed in partnership with Stripe using the newly created Agentic Commerce Protocol, this functionality eliminates the need to leave the chatbot interface to finalize a transaction. Initially available for single-item purchases from Etsy sellers in the United States, the feature is accessible to both free and paid ChatGPT users, signaling a major expansion of the platform’s utility beyond conversational AI.
How Instant Checkout Works and Its Current Scope
The Instant Checkout process is designed for simplicity and speed. When a user searches for a product within ChatGPT, the results will clearly indicate which items are available for immediate purchase through the new system. Upon selecting one of these items, users can complete the transaction using a payment card already on file with OpenAI or other supported payment methods, all without being redirected to the merchant’s website. While the launch is limited to Etsy sellers in the US, OpenAI has announced that support will soon expand to over a million Shopify merchants, including major brands like Glossier, SKIMS, and Spanx. Future updates are also planned to introduce multi-item cart functionality and availability in more regions.
The Underlying Technology and Merchant Integration
The backbone of this new shopping experience is the Agentic Commerce Protocol, a technology developed collaboratively by OpenAI and Stripe. In a move to encourage widespread adoption and standardization, OpenAI has made the decision to open-source this protocol. This allows a broader range of merchants and e-commerce platforms to develop their own seamless integrations with ChatGPT, potentially accelerating the feature’s growth and making in-chat purchases a common online shopping capability.
Transparency, Ranking, and The Business Model
OpenAI has addressed potential concerns about bias and transparency head-on. The company explicitly states that product search results will continue to be ranked based on relevance, availability, price, and quality. Products that support Instant Checkout will not receive an artificial boost in the rankings. From a business perspective, OpenAI confirmed that merchants will pay a “small fee on completed purchases,” assuring consumers that this cost will not be passed on to them in the form of higher product prices. All orders and payments are ultimately handled by the respective merchant, with OpenAI and Stripe acting as the facilitating technology partners.
The introduction of Instant Checkout marks a strategic evolution for ChatGPT, transforming it from a pure information and productivity tool into a potential commerce hub. By streamlining the path to purchase and open-sourcing its underlying protocol, OpenAI is positioning itself at the center of the next wave of conversational commerce. While the feature is in its early stages, its planned expansion to major retailers and new regions suggests a future where AI assistants become a primary and trusted interface for online shopping.
