OpenAI has unveiled a new Instant Checkout feature in partnership with Etsy and Shopify, allowing U.S. users to complete purchases entirely within ChatGPT. Under this system, free, Plus, and Pro users in the U.S. can tap a “Buy” button on qualifying product listings (initially from Etsy), confirm their payment and shipping details, and finalize the order—without exiting the chat interface.  Shopify merchants (including brands like Skims, Vuori, Glossier) are slated to join soon.

While users are not charged any fee, merchants will pay a small commission on completed transactions made through ChatGPT.  OpenAI asserts that this fee won’t affect product pricing or influence ranking of results. 

The backend is powered by a new Agentic Commerce Protocol, developed jointly with Stripe, which OpenAI is releasing as an open standard. This positions OpenAI not just as a conversational agent but as a new player in e-commerce infrastructure, potentially shifting how products are discovered and sold online.