OpenAI has announced the launch of Instant Checkout, a new feature that allows ChatGPT users to purchase products on Etsy and soon Shopify directly in chat. This could be a game-changer for e-commerce, pushing search engines and traditional shopping platforms into the background, TechCrunch reports.
Instant Checkout is available to ChatGPT Pro, Plus, and Free users. It will initially work with Etsy sellers in the US, and will eventually reach over a million Shopify stores, including popular brands like Glossier, Skims, Spanx, and Vuori. Checkout is done right in the dialog: just click "Buy" and confirm delivery and payment via Apple Pay, Google Pay, Stripe, or a bank card.
The feature builds on previous ChatGPT capabilities, where users could receive product recommendations, photos, reviews, and prices, making the process completely seamless from search to checkout.
OpenAI emphasizes that the products are displayed “organically and unsponsored” and that the company will only charge merchants a small fee for successful transactions. In addition, OpenAI will open source the Agentic Commerce Protocol (ACP), the technology behind Instant Checkout and built with Stripe, allowing other merchants and developers to integrate similar capabilities.
The launch of Instant Checkout intensifies competition with Google and Amazon in the e-commerce space. Google has already introduced its own protocol for purchases through AI agents — Agent Payments Protocol (AP2), which creates direct competition with OpenAI.
By the way, after OpenAI announced Instant Checkout, Etsy shares jumped by almost 16%, and Shopify by more than 6%.