In a major leap for AI-driven commerce, OpenAI has launched “Buy it in ChatGPT,” a new feature that allows users to discover and purchase products directly inside ChatGPT.
The feature, called Instant Checkout, is powered by an open standard known as the Agentic Commerce Protocol (ACP) — co-developed by OpenAI and Stripe. This new protocol enables AI systems like ChatGPT to manage the shopping and checkout process while merchants retain control over fulfillment, payments, and customer data.
At launch, the feature is available for U.S. users across ChatGPT Free, Plus, and Pro plans. Shoppers can currently buy products from Etsy sellers, with Shopify support coming soon. For now, Instant Checkout supports single-item purchases, with cart functionality expected in future updates.
Instant Checkout is a new feature in ChatGPT (by OpenAI) that allows users to buy physical products directly within a ChatGPT conversation — without leaving the chat or being redirected to the merchant’s website.
How It Works
When a user expresses interest in a product—like asking for “eco-friendly yoga mats under $50” or “birthday gifts for a ceramic lover”—ChatGPT suggests relevant options. If a product supports Instant Checkout, a “Buy” button appears.
With a single click, users can confirm their payment, address, and delivery details—all inside ChatGPT. The merchant’s system then processes the order, handles shipping, and manages customer service. OpenAI emphasizes that ChatGPT never stores payment details; all transactions are processed securely via merchant payment systems such as Stripe.
User / Buyer Flow
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User expresses intent via chat
Example: “I want a birthday gift for my sister who loves ceramics” or “Show me eco-friendly yoga mats under $50.” ChatGPT processes this and finds relevant product options. -
ChatGPT presents product options
The interface shows product “cards” or entries, with image, title, price, seller, etc. If the product supports Instant Checkout, a “Buy” button appears. -
User taps “Buy”
A checkout overlay or pop-up appears inside ChatGPT. It shows item details, order summary (price + shipping + tax), and asks the user to confirm shipping address, payment method, etc. -
User confirms the purchase
The payment is processed (behind the scenes), and the user sees the confirmation, order status, etc., without leaving the chat. -
Order handling & fulfillment
After checkout, the merchant’s existing systems take over: they handle fulfillment, shipping, returns, customer service, etc. The merchant is still the “merchant of record” (i.e. they own the relationship with the purchaser, manage the logistics, etc.).
How to sign up for Instant Checkout:
Merchants who want to be discoverable through ChatGPT and support Instant Checkout need to register via OpenAI’s application process. According to Search Engine Land:
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Etsy and Shopify sellers are already eligible by default and do not need to submit a separate application.
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Other merchants (not on Etsy or Shopify) must apply via an online form hosted by OpenAI. As OpenAI rolls out Instant Checkout more broadly, merchant onboarding is done on a rolling basis.
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Once approved, merchants integrate with the Agentic Commerce Protocol (ACP) so that product feeds, pricing, inventory, and checkout endpoints can communicate with ChatGPT.
Why It Matters
This move signals the beginning of AI-driven shopping, where discovery, decision, and checkout happen in one seamless conversation. It reduces friction compared to traditional e-commerce, where users jump between websites, carts, and payment gateways.
Experts see this as a potential shift in online shopping behavior, with ChatGPT becoming a new “front door” for e-commerce—challenging the dominance of Google Search and Amazon in product discovery.
The open-source ACP framework may also encourage developers and merchants worldwide to integrate their catalogs and participate in this growing ecosystem.
The Bigger Picture
For OpenAI, Instant Checkout represents a new revenue stream through merchant fees. For users, it’s a glimpse into the future of agentic AI—where digital assistants don’t just answer questions but complete real-world actions.
As the technology expands beyond the U.S., and more merchants join, “Buy it in ChatGPT” could redefine how we browse and buy—turning conversations into commerce.
What’s Next & What to Watch
If you’re a merchant, developer, or observer, here are key things to watch or prepare for:
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Multi-item cart support: This would unlock richer buying flows beyond one-off purchases.
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Expansion to more geographies / regions beyond the U.S.
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Larger merchant inclusion (beyond Etsy / Shopify)
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Other AI agents / platforms adopting ACP
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Standards battles / cross-protocol interoperability
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Analytics & visibility tools: how merchants see attribution, user intent, retention in this new channel.
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User experience refinements / guardrails (e.g. controlling impulse buys, more transparency)
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Regulatory responses in consumer protection, data privacy domain
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