OpenAI has introduced a bold new shopping feature—Instant Checkout in ChatGPT for US users to make purchases directly within conversations. This step could mark a turning point in how users buy online and who holds influence over e-commerce.

With this launch, ChatGPT users on Free, Plus, or Pro plans can now purchase from U.S.-based Etsy sellers without ever leaving the chat. Over a million Shopify merchants—including brands like Glossier, SKIMS, Spanx, and Vuori—are expected to join soon.

How Instant Checkout in ChatGPT Works

Previously, ChatGPT could suggest products with links and display images, reviews, and pricing. Now, users simply tap “Buy,” confirm shipping and payment (via Apple Pay, Google Pay, Stripe, or credit card), and complete transactions—all from within the chat interface.

Under the hood, the purchase flows through the merchant’s existing systems—OpenAI merely acts as a conversational agent, passing data securely between buyer and seller.

Merchants pay a small commission on completed transactions, while users incur no extra fee. OpenAI maintains that product rankings remain organic—not based on sponsor status or checkout integration.

Agentic Commerce Protocol & Open Sourcing

Central to this initiative is the Agentic Commerce Protocol (ACP), co-developed with Stripe. Now open-sourced, ACP enables merchants and developers to integrate agent-driven checkout systems more easily.

Stripe president Will Gaybrick said the protocol aligns with Stripe’s vision of building economic infrastructure for an AI-driven future, enabling seamless commerce between people, agents, and businesses.

A Shift in E-Commerce Power

By enabling checkout inside ChatGPT, OpenAI potentially disrupts the traditional dominance of search and marketplace giants like Google and Amazon. If users increasingly buy through conversational agents, those platforms may lose visibility, commission control, and influence over the product discovery journey.

Google is already moving in a similar direction, unveiling its own Agent Payments Protocol (AP2) to support purchases initiated by AI agents.

What’s Next

• Multi-item carts and broader merchant expansion are in the pipeline.
• Geographic expansion beyond the U.S. is expected over time.
• Watch for how traditional retailers and e-commerce platforms respond to this new competitive threat.
• For consumers, the shift toward agentic commerce—shopping through AI agents—may define the next evolution of online retail.

OpenAI’s “Instant Checkout” is more than just a feature—it’s a strategic move toward making conversational AI the new gateway to e-commerce.