Get Microsoft Ads setup, tools and coupon for 
free! 
Just a few months ago, it was only whispered about, but today it’s reality. ChatGPT has become a fully-fledged shopping channel.
What is ChatGPT Shopping?
OpenAI has launched Instant Checkout, a feature that allows users to shop directly within the ChatGPT interface. No, it doesn’t redirect you to an online store or ask if you want to open a new window. Instead, right in the middle of the conversation, it offers you products and lets you purchase them within seconds. All of this happens within a single chat.
From chat to cart. No extra clicks needed
It really is that simple. The user asks a question, and ChatGPT responds with product recommendations. These are displayed organically with no ads and no preference given to sellers who support Instant Checkout. If a product is available with this feature, all it takes is clicking “Buy,” confirming the details, and the purchase is complete.
The entire purchase happens without leaving the chat. But what’s important to note is that the actual order is processed by the merchant. They handle the payment, logistics, delivery, and customer support. In this process, ChatGPT functions more like an intelligent shopping assistant that quite literally “hands off” the order to the online store.
So what’s the overall process?
- Search naturally
- Compare options in one place
- Buy directly from the seller
- Pay easily and securely
- Build a relationship even after the purchase
Agentic Commerce Protocol as a new language between AI and merchants
The technological foundation of this innovation is the Agentic Commerce Protocol (ACP), an open standard that defines how AI agents should communicate with online stores. It was developed in collaboration with Stripe, but it’s designed to be compatible with other payment gateways as well. This means that merchants already using Stripe can implement the system very quickly, but since the protocol is open-source, it’s accessible to other players too.
Source: Open AI
ACP gives merchants full control over the customer – from order processing to handling returns. ChatGPT does not collect unnecessary data, store payment information, or disrupt the relationship between the customer and the brand… It simply shortens the entire process significantly.
A new sales channel
For the e-commerce sector, this functionality marks a significant milestone. ChatGPT, which now has over 700 million users per week, is evolving from a search tool into a shopping space of its own.
In the pilot phase, Instant Checkout is available in the U.S. for Etsy sellers and soon also for Shopify stores. However, OpenAI is already allowing merchants from other countries to register for the system and prepare for integration. The first step is to adapt product feeds to meet the new specification. After that, ACP can be implemented to enable in-chat purchasing.
An opportunity? YES, but also a major shift
For merchants, this isn’t just a new opportunity. It’s also a shift in where purchase decisions actually happen. It’s no longer just on the website, in the cart, or triggered by a remarketing banner. The decision can now be made during a conversation with AI.
And that comes with consequences:
- Loss of data When a purchase happens through an AI interface, the e-shop receives less data about user behavior, which can make personalization and remarketing more difficult.
- Changes in performance measurement Traditional analytics models – built around web traffic and on-site conversions – may start to lose relevance.
- Increased importance of data quality The product feed becomes a key point of visibility. If the AI doesn’t receive high-quality, well-structured product data, the item simply won’t be shown.
For now, it is. But OpenAI has confirmed that expansion to other countries is planned for next year. That’s why the old truth still applies: Luck favors the prepared.
Big players like Google, Meta, and Amazon are expected to follow this standard. ChatGPT isn’t the only AI interface evolving into a shopping space, but it’s the first to actually make it work in practice.
Conclusion
Instant Checkout isn’t just another feature. It represents a real step toward AI-driven shopping as we’ve long envisioned it – fast, seamless, and free from unnecessary clicks or distractions.
E-commerce has already seen major transformations: through price comparison tools, marketplace platforms, and social media becoming sales channels. This time, it’s the very foundation of shopping that’s shifting.
So the question isn’t whether this will come to your market. The question is: Who will be ready when it does?
