OpenAI recently launched Instant Checkout, a feature allowing ChatGPT users to purchase products directly within the conversation interface.
This new feature, announced in late September 2025, integrates e-commerce into the AI experience, marking a new step in the evolution of ChatGPT.
Instant Checkout: A Limited Initial Rollout
Currently, Instant Checkout is only available to US ChatGPT users, in partnership with US-based sellers on the Etsy platform. OpenAI plans to expand this feature to over a million Shopify stores, including various brands.
The Agentic Commerce Protocol (ACP), developed with Stripe, allows merchants to integrate with this system.
How Does Instant Checkout Work on ChatGPT?
When a user asks a product-related question, such as searching for specific clothing or items, ChatGPT offers suggestions based on criteria like availability and price, without advertising influence according to OpenAI. If a product is compatible with Instant Checkout, a “Buy” button appears in the conversation.
By clicking, the user can finalize the order by entering their payment and delivery information. OpenAI acts as an intermediary, while merchants manage transactions and logistics via their own systems.
Users, whether on the Free, Plus, or Pro versions of ChatGPT, incur no additional fees, but sellers pay a commission whose amount has not been disclosed.
ChatGPT Plus and Pro subscribers can save their payment information to speed up future purchases.
ChatGPT: A New Player in Online Commerce?
Instant Checkout positions ChatGPT as a new player in online commerce, potentially competing with established platforms. This feature could simplify the purchasing process for users by eliminating the need to navigate external sites.
OpenAI plans to extend Instant Checkout to other regions and add features, such as multi-cart management. This initiative reflects a desire to integrate AI into practical uses, but also raises questions about regulation and transaction transparency. Its future adoption will depend on its expansion and the trust of users and sellers in this model.
Source: BDM.com
