OpenAI has officially rolled out Instant Checkout in ChatGPT, a new in-app shopping feature that lets users search, compare, and purchase products without leaving the chat.
The feature, debuting first in the United States, is launching with Etsy and Shopify merchants and is powered by the newly open-sourced Agentic Commerce Protocol, developed in partnership with Stripe.
“ChatGPT already helps millions of people find what to buy. Now it can help them buy it too,” OpenAI announced on X, confirming that the feature will be available to U.S.-based ChatGPT Free, Plus, and Pro users purchasing from U.S. Etsy sellers, with Shopify merchants joining soon.
OpenAI likens the tool to a personal shopping assistant. Users simply type what they are looking for, and ChatGPT provides curated product options with images, prices, and direct links. For example, a demo request for “a ceramic housewarming gift under $100” returned a list of Etsy products complete with listings and images.
Products are ranked based on relevance, availability, price, and seller quality. OpenAI emphasized that Instant Checkout listings “do not get a boost in product rankings.”
When shoppers choose an item, they can review order details, confirm shipping addresses, and pay directly in ChatGPT using credit cards, Apple Pay, Google Pay, or Stripe’s Link. Merchants remain the seller of record, handling fulfillment and delivery through their existing systems.
Subscribers on Pro and Plus plans also get autofill support for payment and shipping details to speed up checkout, with the option to edit before confirming. Buyers can track purchases directly in ChatGPT with order summaries, shipping details, and delivery updates.
OpenAI is inviting businesses to join via its merchant portal. Etsy and Shopify merchants, however, are being integrated automatically through their platforms.
While currently U.S.-only, OpenAI says its long-term goal is to expand Instant Checkout to more users and merchants globally in 2026.
