OpenAI Teams Up With Etsy And Shopify For New Instant Checkout Feature in ChatGPT

OpenAI is launching a new Instant Checkout feature in ChatGPT that makes it possible to purchase items directly from a chat conversation. The new shopping feature is launching first for ChatGPT users in the US, who can now buy items from US Etsy sellers. Over a million Shopify merchants will also be supported soon.

When ChatGPT users search for things to buy and get results from the web, products that support Instant Checkout will appear with a “Buy button. ChatGPT Free, Plus, and Pro users in the US will be able to complete the purchase in the chat, with the payment going through the merchant’s existing system.

“Merchants pay a small fee on completed purchases, but the service is free for users, doesn’t affect their prices, and doesn’t influence ChatGPT’s product results. Instant Checkout items are not preferred in product results. “When ranking multiple merchants that sell the same product, ChatGPT considers factors like availability, price, quality, whether a merchant is the primary seller, and whether Instant Checkout is enabled, to optimize the user experience,” the company explained.

ChatGPT already helps millions of people find what to buy. Now it can help them buy it too.

We’re introducing Instant Checkout in ChatGPT with @Etsy and @Shopify, and open-sourcing the Agentic Commerce Protocol that powers it, built with @Stripe, so more merchants and developers… pic.twitter.com/9miGZr1Yn7

— OpenAI (@OpenAI) September 29, 2025

Instant Checkout leverages OpenAI’s new Agentic Commerce Protocol, which the company developed with Stripe and leading merchants. OpenAI is open-sourcing this technology to help it become an open standard for AI commerce that merchants can easily integrate with their backend systems. For merchants already using Stripe for processing payments, OpenAI said that enabling agentic payments just requires adding “as little as one line of code” to their backend systems.

ChatGPT now has over 700 million weekly active users, and its new shopping feature should make Amazon worried. “This launch is just the beginning,” OpenAI said yesterday, adding that AI is becoming “a key interface for how people discover, decide, and buy.”