OpenAI’s ChatGPT now allows users in the United States to purchase products directly within chat through its new Instant Checkout feature. Initially available for Etsy, the feature will soon expand to Shopify merchants, including major brands like Glossier, Vuori, Spanx, and SKIMS. Instant Checkout is accessible to ChatGPT Pro, Plus, and free users, providing a seamless shopping experience integrated directly into conversations.
“Shopify merchants will be able to sell directly in ChatGPT,” said Shopify CEO Tobias Lütke, highlighting the platform’s move to bridge conversational AI and e-commerce. The feature is powered by the Agentic Commerce Protocol (ACP), an open standard co-developed with Stripe, which enables AI agents to securely facilitate transactions while allowing businesses to retain control over purchases and customer interactions.
Stripe emphasized the role of security in AI-driven commerce, stating, “Customers should be able to securely buy where they discover; businesses should be able to sell through new channels without giving up trust, brand, or control; and AI agents should be able to enable transactions without exposing customer credentials.” The protocol supports a variety of transaction types, including physical and digital goods, subscriptions, multi-merchant carts, and in-store pickup, enabling businesses to implement ACP once and connect to any compatible AI agent.
With Instant Checkout, users can browse, select, and pay for items without leaving the chat interface, eliminating friction between discovery and purchase. The integration reflects a growing trend of AI-powered commerce, where conversational agents do more than answer questions—they actively facilitate transactions and assist in decision-making.
The rollout to Shopify merchants signals a broader push to integrate conversational AI with mainstream e-commerce. By combining AI assistance with secure checkout, ChatGPT and its partners aim to enhance convenience, build trust, and expand sales opportunities for businesses while maintaining customer privacy.
As Instant Checkout scales, users can expect more brands and platforms to leverage ACP-enabled AI agents, creating a future where in-chat shopping becomes a standard part of online interactions.
