OpenAI has unveiled a major update to its platform, announcing that ChatGPT now a platform for shopping too with the launch of Instinct Checkout. The new feature allows users to not only explore products but also purchase them directly within the chat interface.
Until now, ChatGPT mainly helped users decide what to buy. With Instinct Checkout, the process has been expanded to include secure in-chat payments. Shoppers can tap “Buy” during a conversation, confirm their details, and complete the transaction safely through Stripe, all without leaving the platform.
Currently, this feature is available to Etsy sellers in the United States. However, OpenAI plans to expand it to over one million Shopify merchants soon, including popular brands such as Glossier and SKIMS.
The system is powered by the Agentic Commerce Protocol, developed with Stripe. This protocol enables AI agents to connect buyers and sellers, ensuring payments are secure and relationships remain under merchant control. Sellers also benefit from a fair fee structure that applies only to completed sales.
For many users, the update feels like having a personal shopper built into the app. Sellers, on the other hand, gain a direct channel to reach customers at the very moment they are searching for products. With ChatGPT now a platform for shopping too, the buying experience becomes faster, simpler, and more interactive.
In addition to this e-commerce leap, OpenAI has introduced a safety feature to protect younger users. This function detects emotionally sensitive conversations and automatically shifts them to GPT-5, which is designed to provide secure and empathetic responses.
OpenAI also announced the rollout of “Sora,” a video-generating app that lets people create and share AI videos. Content owners can opt out to protect copyrighted material.
With these updates, ChatGPT now a platform for shopping too, while also evolving as a safer, smarter, and more versatile AI tool.
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