More than 700 million people use ChatGPT each week for everyday tasks, from organizing schedules to discovering favorite products. Now, OpenAI is evolving its platform into an intelligent shopping assistant with Instant Checkout, powered by the Agentic Commerce Protocol and built in partnership with Stripe, marking a major step toward AI-driven commerce.
Starting today, U.S.-based ChatGPT Plus, Pro, and Free users can purchase directly from Etsy sellers within the chat, with Shopify merchants like Glossier, SKIMS, Spanx, and Vuori expected to join soon. The new feature currently enables single-item purchases, with multi-item carts, broader merchant access, and global expansions rolling out in coming months.
OpenAI has also open-sourced the Agentic Commerce Protocol to empower developers and merchants to integrate AI-driven transaction systems seamlessly. Co-developed with Stripe and leading retail partners, the protocol establishes a secure, open standard for AI-native commerce—allowing virtual agents, customers, and businesses to collaborate effortlessly in real-time purchases, shaping the foundation of tomorrow’s digital shopping experience.
How Instant Checkout works
Instant Checkout in ChatGPT allows users to complete purchases directly within the chat interface. When a user finds a product through ChatGPT’s shopping search, they can instantly buy it without leaving the conversation.
When users ask shopping-related questions—like “best running shoes under $100” or “gifts for a ceramics lover”—ChatGPT displays the most relevant products from across the web. The results are entirely organic and unsponsored, ranked solely by relevance. If a product supports Instant Checkout, users can simply tap “Buy,” confirm shipping and payment details, and complete their purchase right within the chat using their saved or preferred payment methods.
All orders, payments, and deliveries are processed by merchants using their existing systems, while ChatGPT securely facilitates the exchange between buyers and sellers as an AI shopping assistant. Merchants pay a small fee per completed sale, but the feature remains free for users and doesn’t influence product rankings. Factors such as price, quality, availability, and seller credibility determine product visibility, ensuring a fair and seamless shopping experience.
Merchant Application Form
Merchants interested in joining ChatGPT’s Instant Checkout program can apply through the official Merchant Application Form. This process allows businesses to integrate their product catalogs and connect their payment systems using the Agentic Commerce Protocol powered by Stripe. Once approved, merchants can list products directly within ChatGPT’s shopping interface, reaching millions of active users. The program is currently open to U.S.-based Etsy sellers, with broader Shopify and international merchant onboarding coming soon.(Please note: If you are an Etsy seller or Shopify seller, you need not fill out this form)
