If you’re in the U.S., you can now shop directly inside ChatGPT.
Yep, no extra tabs, no checkout pages, and no endless form-filling.
With Instant Checkout in ChatGPT, OpenAI is turning conversations into transactions. You can ask for product recommendations, see item cards with prices and details, and buy what you like, all in under a minute.
Here’s how it works: when ChatGPT recommends a product, it displays a product card with an image, price, and key information straight from merchants, such as Etsy sellers and Shopify stores. Once you choose an item, your shipping and payment information is already prefilled and securely stored in ChatGPT.
You confirm the purchase, and Stripe handles the payment. The entire process takes about 30 to 90 seconds.
Cool, right?
So, is Instant Checkout free for buyers? Yes. There are no extra fees or service charges for users completing purchases inside ChatGPT. The experience feels just like checking out on a traditional online store, except faster and more intuitive.
This new “Buy in Chat” experience makes shopping feel almost conversational. It supports one-click buying, instant order confirmations, and even real-time order tracking. For users, it means faster, smoother purchases. For merchants, it’s a direct pipeline to millions of engaged ChatGPT users.
No ads, no redirects, just instant conversions.
Right now, which merchants and regions are supported? As of the initial rollout, Instant Checkout is available to ChatGPT Plus, Pro, and Free users in the U.S., connecting directly with Etsy sellers and over a million Shopify merchants.
Broader international expansion is expected, but OpenAI is starting with the U.S. market to refine its integrations and security protocols first.
Under the Hood: Agentic Commerce Protocol & Security
Behind Instant Checkout is the Agentic Commerce Protocol (ACP): A new open-source framework co-developed by OpenAI and Stripe.
Think of it as the secure translator between ChatGPT and merchants, allowing seamless transactions between AI agents and e-commerce systems.
The Agentic Commerce Protocol grants businesses complete control over their customer relationships, payment flows, and post-purchase experiences, whereas ChatGPT focuses on checkout and payment authorisation.
ACP is licensed under Apache 2.0, designed to integrate with existing commerce systems, and supports multiple payment processors. It even extends earlier standards like the Model Context Protocol (MCP) to better handle AI-driven commerce interactions.
Security is airtight.
OpenAI doesn’t see or store raw payment details. All sensitive payment data, card numbers, CVV codes, and tokens are handled by Stripe, which is PCI DSS Level 1 compliant (that’s as secure as it gets in the payments world). Transactions use tokenised payment methods, ensuring data stays safe while maintaining a frictionless experience.
In short, chat-based payments through ChatGPT are designed to be fast, transparent, and secure. For merchants, this means easy integration and peace of mind.
For users, it’s the convenience of instant checkout backed by enterprise-grade protection.
Impacts, Opportunities & Considerations
The launch of Instant Checkout in ChatGPT is shaking up how both shoppers and sellers think about online transactions. For users, it’s all about a smoother, more seamless purchase journey. For merchants, it opens an entirely new sales channel powered by AI, one that lives right where discovery happens.
For users, Instant Checkout removes the friction that usually comes with online shopping. You no longer have to jump between websites or re-enter payment details every time you find something you like.
ChatGPT now functions like your personal shopping assistant, recommending products, processing payments, and confirming orders all within one interface.
A common question people are asking is, can I buy multiple items in one checkout?
For now, the answer is no.
The feature currently supports single-item purchases within each transaction, keeping things simple and secure. However, OpenAI has hinted that multi-item and cart-style support could come later, especially as AI-driven shopping expands into more complex retail integrations.
For merchants, the opportunity is huge. Instant Checkout creates a direct line between AI-assisted discovery and purchase. Businesses can showcase their products inside ChatGPT conversations and convert that visibility into actual sales in a flash.
It’s a new kind of AI commerce channel that bridges conversational engagement with direct monetisation.
But what about visibility?
Many are wondering, how does this affect product ranking in ChatGPT search results?
Early tests suggest that ranking is based on relevance, user intent, and data quality, not on ad spend or keyword stuffing. Merchants who provide accurate product data, clear descriptions, and competitive pricing are more likely to appear in ChatGPT’s conversational recommendations.
Essentially, quality still wins… but now, it’s filtered through an AI lens.
This shift represents a new era for both shoppers and sellers. Users get more convenient, natural purchase experiences. Merchants gain access to millions of ChatGPT users who are ready to act on intent.
It’s no longer just “search and click.”
It’s “ask and buy.”
Risks, Challenges & What to Watch
As with any new tech rollout, Instant Checkout comes with a few growing pains. For one, adoption will likely vary across industries. Not every merchant will rush to integrate until the system proves its reliability at scale.
And for users, there’s the usual learning curve. You need to understand what’s safe to buy, how refunds work, and when to trust in-chat recommendations.
Security remains top-of-mind. While chat-based payments powered by the Agentic Commerce Protocol are encrypted and Stripe-handled, privacy-conscious users may still hesitate to store payment details in an AI chat environment. Transparency will be key for OpenAI and its partners.
Merchants, meanwhile, will need to adapt quickly. They’ll have to manage new types of AI-driven customer journeys, optimise product feeds for conversational search, and ensure customer service aligns with ChatGPT’s real-time purchasing flow. Integration costs, support for refunds, and tax compliance are also worth monitoring as the ecosystem matures.
To wrap it up, Instant Checkout in ChatGPT is a major opportunity!
However, like all innovation, it rewards those who learn fast and adapt early. The brands that embrace AI commerce now will be the ones setting the tone for how the rest of the market follows.
