Instant Checkout Debuts Inside ChatGPT

OpenAI has rolled out a new capability called Instant Checkout, allowing ChatGPT users to buy items from Etsy sellers without leaving the chat interface. The feature is built on the Agentic Commerce Protocol, a technology OpenAI co‑developed with Stripe, and is currently limited to single‑item purchases from U.S.‑based Etsy merchants.

Availability and User Experience

Both free and paid ChatGPT users can access Instant Checkout. When a user searches for a product, the chatbot displays relevant items and indicates which ones support the in‑chat purchase flow. Users can complete the transaction using the payment method stored with OpenAI or other available options. OpenAI emphasizes that the ranking of product results remains based on relevance, price, and quality, and that items supporting Instant Checkout are not given preferential placement.

Future Expansion Plans

OpenAI outlined a roadmap that includes multi‑item cart checkout and geographic expansion beyond the United States. The company also announced that more than one million merchants using Shopify—among them brands such as Glossier, SKIMS, and Spanx—will soon support Instant Checkout. OpenAI plans to open‑source the Agentic Commerce Protocol to enable additional merchants to integrate with ChatGPT.

Payment Structure and Merchant Fees

All orders and payments continue to be handled by the individual merchants, preserving the existing buyer‑seller relationship. Merchants will incur a small fee on each completed purchase, but OpenAI assures that this fee will not be passed on to consumers or affect product pricing.

Implications for E‑Commerce

By embedding a purchase channel directly within a conversational AI, OpenAI aims to streamline the shopping experience and reduce friction for consumers. The feature’s initial focus on Etsy—a platform known for unique, handcrafted items—demonstrates a pilot approach that could later be applied to a broader range of retail categories as the technology matures.

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