TLDRs;
- OpenAI has launched Instant Checkout in ChatGPT, starting with Etsy sellers, and plans Shopify expansion with over a million merchants.
- The service allows U.S. users to buy single items directly in chat, with multi-item cart support expected later.
- Built with Stripe’s Agentic Commerce Protocol, Instant Checkout is open source and keeps transactions free for buyers but fee-based for merchants.
- OpenAI plans global expansion, potentially positioning ChatGPT as a major player in the future of conversational commerce.
OpenAI has taken a bold step toward reshaping online shopping by enabling users of ChatGPT in the United States to make direct purchases inside the chat interface.
The new feature, called Instant Checkout, debuts with Etsy sellers and is slated to expand to more than a million Shopify merchants in the near future.
The update positions ChatGPT not just as an information tool but also as a commerce facilitator, opening up a fresh wave of possibilities in the AI-powered retail landscape. For now, the feature allows single-item purchases directly within a chat conversation, providing a seamless shopping experience for buyers.
Stripe powers the new system
The Instant Checkout function is built on the Agentic Commerce Protocol, which OpenAI developed in collaboration with Stripe. This protocol governs how payments are initiated, processed, and confirmed. Importantly, the technology has been made open source, inviting merchants, developers, and other platforms to adopt and adapt it.
All payments and order fulfillment remain the responsibility of merchants themselves, with ChatGPT acting as an intermediary that guides users through the process. Buyers must confirm each step of the transaction, and only the necessary details are shared, ensuring privacy and security.
For consumers, the service is completely free. Merchants, however, will pay a transaction fee per purchase, a model that mirrors existing e-commerce platform fee structures.
Why Etsy first, Shopify next
The decision to roll out with Etsy sellers is strategic. Etsy represents a large community of independent creators and small businesses whose products often require strong digital visibility.
By bringing them into ChatGPT first, OpenAI can test adoption and refine the user experience in a market where direct customer interaction is already a key selling point.
Shopify’s planned integration is far larger in scale. With more than a million merchants worldwide, Shopify will significantly broaden ChatGPT’s shopping footprint once support is fully rolled out. Multi-item cart functionality and support for additional merchant platforms are also expected later, making ChatGPT an increasingly comprehensive shopping assistant.
Broader commerce landscape
This launch also reflects a wider trend in AI-driven commerce. Earlier in August, Stripe itself showcased a suite of updates in Singapore, including stablecoin payment support and AI-driven fraud detection tools. Stripe’s expansion into AI-powered payment infrastructure highlights how financial technology firms are racing to build the backbone for a more automated shopping future.
For OpenAI, embedding shopping directly into ChatGPT represents a long-term bet on conversational commerce. Instead of navigating multiple web pages or apps, users can now discover, select, and purchase products all in one interaction with an AI assistant.
