OpenAI today unveiled Instant Checkout, allowing U.S. users of ChatGPT — on free, Plus and Pro tiers — to make purchases directly in the chat interface from participating merchants.

The rollout begins with U.S. Etsy sellers, while support for over a million Shopify merchants such as Glossier, SKIMS, Spanx and Vuori is expected soon.

OpenAI also introduced the Agentic Commerce Protocol, an open standard designed to let AI agents, users and merchants work together to complete purchases. Built in collaboration with Stripe and merchant partners, the protocol integrates into merchants’ existing systems so that merchants maintain control over orders, fulfillment, returns and customer relationships.

Under the new setup, ChatGPT will offer product recommendations when users ask shopping-style questions like “best gifts for runners.” If a product supports Instant Checkout, users can tap “Buy,” confirm shipping and payment, and complete the purchase without leaving the chat.

OpenAI says merchants will pay a small fee per completed transaction, but users incur no additional charges and product rankings will not favor Instant Checkout listings. The company plans to expand to multi-item carts and additional locations eventually.

The move marks another step by OpenAI into agentic commerce, where ChatGPT evolves from a discovery assistant to an active participant in transactions. By open-sourcing the underlying protocol, OpenAI hopes to accelerate merchant adoption and foster a broader ecosystem of AI-driven shopping.

This feature not only opens a new revenue stream for OpenAI but also signals a deeper transformation in how AI assistants could bridge content, discovery and commerce in conversational settings.

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