OpenAI has announced the Instant Checkout feature, which enables shopping on Etsy and Shopify through ChatGPT. AI chatbots are preparing to compete with Google and Amazon in e-commerce.
OpenAI has introduced the “Instant Checkout” feature, allowing ChatGPT users to now shop via Etsy and Shopify. This move is seen as a significant turning point for the future of online shopping, affecting both consumers and the platforms that control the processes of product discovery, recommendation, and payment.
The Age of AI in Shopping
The new feature is available to ChatGPT Pro, Plus, and Free users shopping from US-based Etsy sellers. OpenAI stated that millions of Shopify merchants (such as Glossier, Skims, Spanx, Vuori) will be included in the system soon.
Instant Checkout builds upon shopping features previously offered in ChatGPT. Previously, users could ask questions like “what are the best sneakers suitable for the office?” and see product recommendations, prices, images, reviews, and seller links. Now, users can complete a purchase without leaving the conversation by clicking the “Buy Now” button, confirming their order, shipping, and payment information (options include Apple Pay, Google Pay, Stripe, or credit card).
Potential to Change Habits
Similar features were previously introduced under Perplexity and the Microsoft Copilot Merchant Program. However, the shopping experience offered by OpenAI has the potential to change people’s online shopping habits. Users are becoming able to shop through AI chatbots that offer personalized recommendations, product comparisons, and a fast payment experience, instead of relying on search engines or large e-commerce platforms.
This situation also paves the way for new powers to emerge in e-commerce. Google and Amazon have long been the gatekeepers of the retail industry. As shopping through AI chatbots increases, the companies developing these bots will gain more control over which products are highlighted and which commissions are taken.
In the meantime, OpenAI stated that the featured products are listed organically and are not sponsored, appearing solely based on relevance to the user. It also mentioned that it will collect a “small fee” from sellers for completed purchases.
OpenAI also announced that it will open-source the technology supporting Instant Checkout, the Agentic Commerce Protocol (ACP), which was developed in partnership with Stripe. This will allow other sellers and developers to integrate agent-based payment systems. While some users may be hesitant to give their payment information to ChatGPT, the company states that the order, payment, and delivery processes will be managed through the existing seller systems. ChatGPT merely acts as a secure intermediary.
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