OpenAI has launched a new in-chat shopping feature in the United States, allowing users to purchase products without leaving ChatGPT. The development marks the company’s entry into e-commerce and introduces a fresh approach to online shopping.
With this update, ChatGPT users on Free, Plus, and Pro plans in the U.S. can now use instant checkout to complete purchases. The feature is powered by the Agentic Commerce Protocol (ACP), developed in partnership with Stripe. Initially, products from Etsy sellers are available, but expansion to other merchants is expected.
When users search for items in ChatGPT, the system shows product recommendations based on relevance. If a product includes the instant checkout option, users can simply press “Buy.” The purchase is then completed directly in the chat, with payment and shipping details confirmed securely. This allows orders to be finalized quickly without opening external websites.
OpenAI emphasized that rankings are not influenced by sponsorships or the presence of instant checkout. Products are displayed solely by relevance. Sellers remain the merchant of record, managing fulfillment, payments, and customer service. Buyers will not pay any additional charges for using the feature, while sellers will pay a small transaction fee.
The company believes this approach could change how people shop online by bypassing traditional search engines. Instead of browsing multiple websites, buyers can move straight to checkout inside the chat. Merchants may find this a valuable new channel to reach customers directly at the point of interest.
Currently, Etsy and Shopify sellers are eligible, with Shopify expansion set to include major brands like Glossier, SKIMS, and Spanx. OpenAI is also working to bring multi-item cart functionality in future updates and plans to expand the service beyond the U.S.
The rollout signals a step toward integrating AI more deeply into everyday commerce, creating a smoother and faster shopping journey.
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