ChatGPT launches Instant Checkout with in-chat purchases and merchant integration

OpenAI has launched Instant Checkout for ChatGPT, allowing users to buy products directly in conversations. The feature is available to both free and paid users and currently supports single-item purchases from Etsy sellers in the United States.

OpenAI plans to expand support to over a million Shopify sellers, including brands like Glossier, SKIMS, and Spanx, with future updates adding multi-item carts and wider regional coverage. Instant Checkout runs on the open-sourced Agentic Commerce Protocol, developed with Stripe, enabling more merchants to integrate.

Search results in ChatGPT will continue to be ranked by relevance, availability, price, and quality, without giving preference to Instant Checkout products. Orders and payments remain handled by merchants, with buyers able to pay using their card on file with OpenAI or other merchant options. Merchants will also cover a small transaction fee, while product prices for buyers stay the same.