OpenAI has introduced Instant Checkout in ChatGPT, a new feature that allows users to search, compare, and purchase products directly within the app, marking a significant step toward transforming conversational AI into a full-scale e-commerce platform.
The feature, debuting first in the United States with Etsy and Shopify merchants, is powered by the newly open-sourced Agents Commerce Protocol, developed in partnership with Stripe. OpenAI says the move is part of its broader goal to make AI more useful in everyday tasks, from discovery to transaction.
With Instant Checkout, users simply type what they’re looking for such as “a ceramic housewarming gift under $100” and ChatGPT responds with curated product options, complete with images, prices, and direct purchase links. Listings are ranked purely on relevance to the query and context, not by promotional boosts. Merchant listings also factor in availability, price, quality, and whether the seller is the maker or primary distributor.
Once a shopper chooses an item, they can confirm order details, shipping address, and payment method, all without leaving ChatGPT. Merchants remain the sellers of record, handling payment processing, order fulfillment, and delivery through their existing systems. Payments can be made using credit cards, Apple Pay, Google Pay, or Stripe’s Link.
Pro and Plus subscribers will benefit from an even faster checkout experience, as ChatGPT can pre-fill payment and shipping details while still allowing users to review and edit before confirming. Buyers can also track their orders within ChatGPT, receiving updates on confirmation, shipping, and estimated delivery times.
For merchants, the rollout presents new ways to reach customers. Businesses can apply to integrate their product feeds and enable Instant Checkout by submitting an application through OpenAI’s dedicated merchant portal. Etsy and Shopify merchants are automatically included through existing platform integrations and do not need to apply separately.
Although currently limited to U.S. users and merchants, OpenAI plans to expand to more regions next year.
For small businesses and online sellers in Africa and beyond, the development signals a future where conversational AI could become a powerful sales channel connecting local products to global buyers and offering new tools to compete in the digital marketplace. As the platform expands, MSMEs that integrate early could gain a significant edge in reaching customers directly through everyday AI interactions.
