Background on Instant Checkout

OpenAI rolled out an Instant Checkout capability for ChatGPT, allowing users to shop without being redirected to external websites. The feature is linked to partners such as Shopify and Etsy, with the promise of a frictionless, single‑item checkout experience inside the chatbot.

Attempt to Buy a Lipstick

A user looking for a specific shade of lipstick—described as a deep berry alternative to a hard‑to‑find color—engaged ChatGPT to locate and purchase the product. The chatbot successfully identified the original brand, provided multiple options, and supplied details like product descriptions, reviews, and prices in a side panel.

The user also asked for safety information, requesting the Environmental Working Group (EWG) score. While the chatbot could retrieve the score, it indicated the product was hazardous, prompting a follow‑up search for an EWG‑approved alternative.

Confusing Responses and Missing Buy Button

When the user tried to complete the purchase using Instant Checkout, ChatGPT gave contradictory statements. At times it claimed that physical products could not be bought through the feature, yet later affirmed that eligible merchants could offer a "Buy" button. In the case of the lipstick listings, no buy button appeared, leaving the user unable to finalize the order.

The tester also encountered a limitation on the free plan, prompting an upgrade to the paid tier (noted as costing $20) to continue the interaction. Even after upgrading, the purchase could not be completed.

Implications for In‑Chat Shopping

The experience underscores several challenges: the need for clear eligibility criteria for merchants, consistent messaging from the AI about what can be purchased, and a reliable interface that actually presents a functional buy button when a product qualifies. While the concept of buying directly within a conversation is appealing, the current implementation fell short for the user’s specific use case.

Conclusion

ChatGPT’s Instant Checkout remains in early stages, and the tester’s attempt to buy a lipstick revealed gaps that could hinder broader adoption. Users seeking seamless in‑chat purchases may still need to rely on traditional e‑commerce sites until the feature’s reliability improves.

Used: News Factory APP - news discovery and automation - ChatGPT for Business