ChatGPT users in the U.S. can now complete purchases for Etsy and soon Shopify products directly within conversations, marking a shift in how e-commerce may operate.
The new Instant Checkout feature is available to ChatGPT Pro, Plus, and Free logged-in users, enabling purchases from U.S.-based Etsy sellers. OpenAI says more than 1 million Shopify merchants, including Glossier, Skims, Spanx, and Vuori, will be added soon.
Previously, ChatGPT helped users discover products by surfacing images, reviews, prices, and links. Now, users can complete transactions without leaving the chat, using Apple Pay, Google Pay, Stripe, or credit cards.
Competitors like Perplexity and Microsoft have also rolled out in-chat shopping and merchant tools, signaling a broader trend toward AI-driven retail. Analysts note this shift could weaken the dominance of Google and Amazon in product discovery and put new power in the hands of AI platforms.
OpenAI emphasized that results are ranked “purely on relevance,” not sponsorship, though merchants will be charged a small fee per completed purchase. The company also announced it is open sourcing its Agentic Commerce Protocol (ACP), built with Stripe, to help other merchants and developers integrate conversational checkout.
Stripe’s president of technology and business, Will Gaybrick, described the move as part of “building the economic infrastructure for AI.”
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The development sets up another potential clash with Google, which recently unveiled its own open protocol for AI-enabled purchases, Agent Payments Protocol (AP2).
