ChatGPT Introduces Instant Checkout: A New Era for AI Shopping

Imagine being able to move seamlessly from a product suggestion to completing a purchase—all without leaving your chat! With the launch of Instant Checkout on September 29, 2025, OpenAI has made this a reality. Now, users in the United States can buy eligible products directly within a ChatGPT conversation. Initially featuring items from Etsy sellers, this new functionality promises Shopify support in the near future. This marks a significant shift, transforming ChatGPT from a question-answering tool into a platform for completing transactions.

In this guide, we’ll explore what has launched, how it operates, why it’s significant, and what to keep an eye on if you’re a shopper, vendor, or AI enthusiast watching the evolution of agentic commerce.

What Has Launched and Who Can Use It

OpenAI’s Instant Checkout makes ChatGPT a platform for both discovering and purchasing products. Here’s what you need to know about its initial rollout:

• Availability: Instant Checkout is accessible to Free, Plus, and Pro users of ChatGPT in the U.S.
• Initial Scope: The feature currently includes eligible items from U.S.-based Etsy sellers, with Shopify support on the horizon, opening a vast marketplace.
• Payment Methods: Users can complete their purchases using a credit card, Apple Pay, Google Pay, and Link by Stripe within the ChatGPT checkout interface.
• Costs and Fees: It’s free for users. OpenAI will earn a small fee from merchants for completed purchases, but it does not act as the merchant of record.
• Limitations: At launch, users can only purchase single items, with plans for multi-item carts in the future.
• Clear Marking: Purchases within ChatGPT are clearly labeled to avoid confusion about the transaction process.

How Instant Checkout Works (Step-by-Step)

Here’s how you can use Instant Checkout within ChatGPT:

1. Query: Start by asking ChatGPT for what you need—for example, “Find a handmade dinnerware set under $100” or “Show me durable carry-on bags for weekend trips.” The AI will return product results, highlighting those eligible for Instant Checkout.
2. Access Product Cards: If available, you’ll see a Buy button in the product detail view or sidebar.
3. Checkout in Chat: Confirm your shipping and payment details in a secure window. Payment options include your saved card, Apple Pay, Google Pay, or Link.
4. Confirmation: Once your order is placed, you’ll receive an order confirmation in the chat, along with a confirmation email directly from the seller. Merchants handle fulfillment, returns, and customer support as they remain the merchant of record.

The Technology Behind Instant Checkout: Agentic Commerce Protocol (ACP)

Powered by the Agentic Commerce Protocol (ACP), Instant Checkout was developed collaboratively by OpenAI and Stripe. This open standard allows AI agents to oversee transactions while enabling merchants to maintain control over orders and payments. ACP is available as open source under the Apache 2.0 license.

Core Principles of ACP

• Merchant Control: Merchants have the final say, processing their payments and managing post-purchase activities.
• Secure Payments: ChatGPT can issue a single-use payment token to the merchant’s payment provider, safeguarding your card details.
• Real-Time Data: Merchants provide structured feeds for accurate product information, allowing ChatGPT to display current prices and availability.

This design enables a conversational agent to function as a storefront without needing to take custody of transactions, promoting both buyer convenience and merchant control.

Why This Matters (For Shoppers, Merchants, and OpenAI)

For Shoppers

• Streamlined Process: You can research and make purchases without switching between multiple websites—a significant enhancement especially for mobile users.
• Enhanced Recommendations: Instant Checkout enriches ChatGPT’s recommendations, providing images, reviews, and direct links, eliminating the last step for eligible products.

For Merchants and Marketplaces

• New Conversion Opportunities: Products can be discovered in-chat, while checkouts use existing systems. Etsy is the first platform, with Shopify’s vast network next.
• Control and Transparency: Merchants retain control over their orders and communications, with open and transparent fees for users.

For OpenAI

• Introducing a Revenue Stream: Transaction fees will complement subscription revenues, potentially reshaping how AI assistants monetize their recommendations.

Changes from Earlier ChatGPT Shopping Features

Earlier in April 2025, ChatGPT introduced a feature that displayed product options complete with images, reviews, and links to merchant websites, but did not support in-chat purchasing. Instant Checkout elevates this experience by allowing transactions directly within the chat for eligible listings.

Partners and Rollout Details

• Etsy: Initially, U.S.-based Etsy sellers are part of the rollout process.
• Shopify: Support for Shopify is coming soon, connecting millions of merchants within ChatGPT as the rollout progresses.
• Device Compatibility: Instant Checkout is available across web, iOS, and Android platforms.

Ranking and Fairness in Shopping Results

OpenAI maintains that shopping results within ChatGPT are organic, not influenced by sponsorship. Items available for Instant Checkout do not receive preferential treatment just for being purchasable in-chat. Rankings consider factors such as inventory, pricing, and seller type to ensure fairness.

Security, Privacy, and Consent

• Payment Process: OpenAI is not the merchant of record, with payments processed by individual merchants and their providers. ChatGPT can relay a secure, single-use token to complete transactions.
• Payment Methods: Card, Apple Pay, Google Pay, and Link by Stripe are integrated into the checkout interface.
• Transparency: Purchases are clearly indicated in ChatGPT, and buyers confirm their shipping and payment information before finalizing any order.
• Data Handling: ChatGPT utilizes context from queries to enhance search results. Payment information is managed by trusted partners and is not stored by OpenAI. Post-purchase communication is with the merchant.

Limitations at Launch

• Single-item Checkout Only: Only single items can be purchased initially, with multi-item support on the roadmap.
• U.S.-Only Availability: Presently limited to users in the U.S.
• Custom Listings: Some personalized items may require follow-ups for details after purchase.

The Bigger Picture: AI Assistants as Commerce Gateways

TechCrunch sees Instant Checkout as revolutionizing e-commerce by shifting the focus from traditional search engines to AI chat interfaces, where users can discover, compare, and finalize purchases. OpenAI has made ACP open-source to promote broad adoption, and other platforms like Google are working on similar protocols for agent-initiated transactions.

What to Watch Next

• Multi-item Carts and Bundles: OpenAI indicates these features are coming soon, paving the way for more complex orders and promotions.
• Expanded Availability: Following the U.S. launch, look for extensions to other regions and payment methods.
• Additional Partners: Beyond Shopify, expect more marketplaces and direct-to-consumer brands to join in using ACP as developer tools evolve.
• Standards Formation: Monitor the development of ACP and competing protocols in defining industry standards for agentic commerce.

Practical Scenarios with Instant Checkout

Here are ways Instant Checkout can simplify your shopping experience:
– Gift Shopping: “Find me three cozy gifts under $50 for a friend who loves ceramics.” ChatGPT presents Etsy options; click Buy, confirm shipping, and you’re done.
– Home Office Upgrade: “I need a minimalist desk lamp under $80 with warm light.” Eligible products allow you to check out directly in chat.
– Travel Preparation: “Find me a durable carry-on that fits in overhead bins.” You’ll see the best options, and with Instant Checkout, you can complete the purchase without leaving the conversation.

How Merchants Can Participate

While Instant Checkout is currently limited to approved partners, ACP is open and publicly documented:
– Product Feed: Share a structured catalog to help ChatGPT surface accurate listings.
– Checkout Integration: Adopt the Agentic Checkout specification for session management during user confirmation.
– Delegated Payments: Utilize delegated, single-use tokens for transactions; Stripe’s shared payment token is the initial implementation.

For Shopify users, your brand identity remains intact, orders flow through your standard management system, and you maintain control over transactions with clear fees.

Reshaping Product Discovery and Attribution

For years, product discovery has mostly relied on search engines and marketplace homepages. By bringing products into a conversational context, ChatGPT can capture consumer interest and drive conversions without requiring visits to separate websites. In this new landscape, merchants must focus on:
– Quality of Structured Data (titles, images, variants)
– Clarity on Availability and Shipping
– Competitiveness in Pricing and Reviews

These elements contribute to ChatGPT’s rankings and enhance conversion opportunities within the chat interface.

Fairness in AI Shopping Results

Some worry about potential pay-to-play dynamics affecting visibility. Currently, OpenAI asserts that results in ChatGPT’s shopping feature are organic and unrelated to ads, ensuring that Instant Checkout items aren’t favored simply because they enable in-chat purchasing. Inventory and pricing remain crucial factors that determine rankings. It’s essential to hold the industry to these standards for fairness.

A Brief Timeline of ChatGPT Shopping

• April 28, 2025: Launch of ChatGPT Search featuring richer product results, including images and links to merchants’ sites.
• September 29, 2025: Launch of Instant Checkout allows buying directly within chat, initially integrating Etsy offerings with Shopify announced to be available soon.

Conclusion

Instant Checkout positions ChatGPT as a convenient destination for shopping, saving time for buyers while providing merchants with a valuable new channel—all within the framework of agentic commerce where AI agents, standards, and merchant systems work harmoniously. If you’re in e-commerce or developing AI products, this is a pivotal moment to monitor closely.

---

FAQs

Can I use ChatGPT’s Instant Checkout outside the U.S.?

Not at the moment. Currently, it is available for logged-in Free, Plus, and Pro users in the U.S. only.

Does ChatGPT store my card number?

No, payment processing is managed by the merchant’s provider using a delegated, single-use token that ensures privacy; refunds and chargebacks remain the merchant’s responsibility.

Will ChatGPT prioritize items I can buy in-chat?

OpenAI ensures that shopping results remain organic and not influenced by sponsorship. Items available for Instant Checkout do not receive preferential ranking solely for being purchasable within chat.

What happens after I purchase?

You’ll receive a confirmation in chat and an email from the seller. Merchants manage shipping, returns, and customer support as they remain the merchant of record.

Which merchants are initially supported?

The launch features U.S.-based Etsy sellers, with Shopify merchants coming soon.