OpenAI has announced on the 29th (local time) that it has added an “Instant Checkout” feature to ChatGPT, allowing users to purchase products directly through the platform. This feature will initially be available on the U.S. e-commerce platform Etsy and the Canadian-based Shopify. OpenAI had previously introduced a feature in April allowing users to shop for products through ChatGPT and is reportedly developing its own payment system as well.
The new “Instant Checkout” feature will be accessible not only to ChatGPT Plus subscribers but also to ChatGPT Pro and free users. OpenAI will earn a fee from transactions made through ChatGPT, though the fee agreements with Etsy and Shopify have not been disclosed, and no additional costs will be imposed on users.
According to TechCrunch, this instant checkout capability builds on ChatGPT’s previous shopping function, which displayed relevant products, images, reviews, prices, and direct links in response to shopping questions like “What should I buy for my pottery-loving friend?” or “The best sneakers for the office.”
Users can complete purchases by tapping “buy” to review order, delivery, and payment details (including options like Apple Pay, Google Pay, Stripe, or credit cards) instead of ending the conversation. The feature aims to streamline the shopping process and potentially increase competition with Google, as OpenAI’s payment system could pose a threat to Google’s existing business model related to online shopping—a key area for the search engine giant.
Moreover, OpenAI plans to expand this feature beyond the U.S. and introduce the ability to add multiple items to a cart for a single checkout. The technology, named the “Agentic Commerce Protocol,” has been developed in collaboration with fintech company Stripe, which also supports ChatGPT’s subscription payment system.
As consumers increasingly turn to AI chatbots over traditional search engines for product searches and shopping information, Google might see a decline in its search engine usage. Meanwhile, similar chat-based shopping and payment features have been introduced by other companies such as Perplexity last year, and Microsoft provides vendors with the tools to create in-chat store features through its Copilot Vendor Program.