You know that moment when a shopper is this close to buying. They’ve found the product, they love it, but then? Click fatigue. Another tab. Another cart. Another form to fill out.
And poof, they’re gone.
Now imagine this: someone types into ChatGPT, “Show me some artificial plants for my office or living room.” Within seconds, they’re looking at beautifully curated product results from across the web and just as quickly, they complete the purchase directly through ChatGPT, without ever leaving the chat.
That’s not a mockup or a future fantasy. That’s Instant Checkout, a brand-new shopping feature from OpenAI, powered by Stripe and built on a new framework called the Agentic Commerce Protocol.
OpenAI’s latest update, confirmed in their official blog, introduces this feature as part of a larger push toward what they’re calling agentic commerce where AI agents don’t just recommend, they transact.
Whether you’re an Etsy seller, part of the million Shopify merchants, or running your own online store, this update changes how you get discovered and how your customers buy.
Key Topics
What Is Agentic Commerce?
Here’s the big idea: Agentic commerce is a model where AI agents and businesses interact directly, automating not just search and discovery, but actual purchases.
Think of ChatGPT no longer just as a chatbot or assistant, but as a full-blown AI-powered personal shopper. One that:
- Understands what a shopper wants in context
- Curates results based on intent and constraints
- And now? Actually helps them make the purchase
This is agentic commerce in action and it’s being powered by the Agentic Commerce Protocol, a new open standard co-developed by OpenAI and Stripe.
This protocol allows AI platforms like ChatGPT to:
- Discover relevant products from across the web
- Surface them based on organic and unsponsored relevance
- Let users buy directly via instant checkout
- Send order and payment details to the merchant of record
- And preserve the customer relationship between the buyer and you, the seller
In other words: AI agents don’t just recommend. They can now complete purchases, securely and efficiently.
The kicker? This works using your existing systems and storefronts. You don’t have to rebuild your tech stack. And for Stripe users, enabling instant checkout might be as simple as adding a single line of code.
How Instant Checkout Works in ChatGPT
Let’s take a closer look at how this new instant checkout feature actually works and why it’s designed to feel effortless for the shopper, but powerful for you, the merchant.
1. The Shopper Asks, the AI Finds
The process starts the way most queries do in ChatGPT: with a natural conversation.
A user types something like,
“I need a good housewarming gift under $40. Something fun.”
Instead of showing a generic list of links, ChatGPT, powered by its latest AI agents, returns a curated set of product results real-time, from across the web, and ranked purely on relevance to what the user is looking for.
Products that are eligible will show a Buy button right next to them, a clear sign that the product supports instant checkout via ChatGPT.
No pop-ups. No redirects. Just a seamless experience within the conversation.
2. The Shopper Taps, AI Gets to Work
When a shopper taps Buy, here’s what happens under the hood:
- ChatGPT prompts the user to confirm their order, choose shipping preferences, and enter payment details (if not already stored).
- All of this happens directly in the chat, in a few simple steps.
- The AI passes a secured token containing the order details and payment info through the Agentic Commerce Protocol.
No login. No cart abandonment. The user never leaves the chat.
3. The Merchant Accepts (or Declines) the Order
Once the order hits your system via the Agentic Commerce Protocol, it’s your turn.
As the primary seller, you can:
- Accept or decline the order (for example, if stock is low or flagged for review)
- Fulfill it using your usual systems
- Handle any follow-up, returns, or shipping issues
And best of all? You stay in full control of the customer relationship. The shopper still receives emails, tracking, and communications from you, not OpenAI.
4. Stripe Handles the Payments
This entire process is powered by Stripe’s infrastructure, including the Shared Payment Token API and the Delegated Payments Spec for merchants who want more flexibility.
If you’re already using Stripe, you can enable instant checkout and accept with a single line of code. For others, OpenAI and Stripe have provided resources and tools to support easy integration.
Once payment is confirmed, the purchase is complete and the shopper walks away with a smile (and no open tabs).
What’s Live Right Now
So, who’s using this? Where is it available? Let’s break it down.
Available Today:
- ChatGPT Plus and Pro users in the United States
- Etsy sellers who have integrated with the Agentic Commerce Protocol
- Merchants using Stripe or compatible APIs
OpenAI said the feature is free for users, and merchants pay a small fee per successful transaction. That means you only pay when someone actually places an order.
Rolling Out Soon:
- Shopify merchants, yes, all 1 million+ Shopify stores will soon be able to sell via ChatGPT
- Early access is being explored with brands like Glossier, Spanx, and Vuori
- Walmart has already announced its partnership with OpenAI, signalling serious scale ahead
- Support for more merchants and regions is on the way
Important Notes:
- Right now, instant checkout items only support single-item purchases
- Multi-item carts are not yet available, but OpenAI is working on expanding that
- Results are organic and unsponsored, so even small merchants can get visibility if their product data is strong and relevant
So whether you’re a one-person Etsy shop or part of a growing DTC brand on Shopify, the opportunity is wide open, especially while this new instant checkout feature is still in its early phase.
From product feeds and SEO to smart automations and content, we help Shopify merchants get ready for instant checkout and agentic commerce.
Why This Matters for Merchants
Here’s the million-dollar question: Why should merchants care about all this?
Because this isn’t just another sales channel. It’s a fundamental shift in how shoppers discover and complete purchases online. And if you’re not showing up where people are buying, you’re missing out.
Let’s break down why the new instant checkout feature in ChatGPT is such a big deal for merchants.
1. It shortens the buying journey
Traditionally, e‑commerce is a winding road: discovery on one site, research on another, comparison via reviews, and then checkout. But with instant checkout in ChatGPT, the entire funnel collapses into a few taps, all within a single chat.
This is where AI agents shine: they guide the shopper through product discovery and help them make the purchase. No bouncing between tabs, no lost intent.
2. You stay in control of the customer relationship
Unlike big marketplaces that keep customer emails to themselves, agentic commerce is built to preserve the connection between user and merchant.
You’re still the merchant of record, responsible for fulfillment, support, and building post-purchase trust. ChatGPT is just the AI-powered shopping assistant, not a middleman trying to own your customer.
3. No ads, just relevance
OpenAI said clearly: product listings are organic and unsponsored. That means your listing isn’t competing with deep-pocketed ad buyers. It’s all about how well your product fits what the shopper is asking for.
ChatGPT subscribers get results that are ranked purely on relevance. And that gives smaller merchants a chance to shine alongside big names like Spanx, Glossier, or Vuori.
4. You only pay when it works
The best part? There’s no upfront cost to be included. As part of the Agentic Commerce Protocol, merchants pay a small fee only when a purchase is successfully completed. That’s it.
For brands trying to stretch marketing budgets and improve ROI, this model is a dream.
How to Enable Instant Checkout
Ready to tap into instant checkout in ChatGPT? Here’s how you get started:
1. Build your product feed
First, make sure you have a real-time product feed that ChatGPT can access and read. You’ll need to include:
- Product name and description
- Price and availability
- Images and variant options
- Shipping details and policies
This data becomes the foundation of what ChatGPT’s AI agents use to match your products to shopper queries.
2. Use Stripe (or compatible APIs)
The easiest way to enable instant checkout is by using Stripe’s infrastructure, which powers the entire payment layer of this experience.
OpenAI and Stripe co-developed the Agentic Commerce Protocol, and together, they’ve built two main integration options for merchants and developers:
- The Shared Payment Token API – great for simple, fast integration
- The Delegated Payments Spec – ideal for custom checkout or advanced workflows
If you’re already using Stripe’s ecosystem, enabling the new instant checkout feature could be as easy as adding a single line of code.
3. Support the Agentic Commerce Protocol
Once integrated, you’ll use the Agentic Commerce Protocol to:
- Accept and process orders
- Confirm stock or accept/decline the order
- Handle shipping and fullfilment
- Stay in sync with ChatGPT via standard endpoints
This open standard works across ai platforms and will only become more important as agentic commerce expands.
Want to be one of the first merchants to enable Buy in ChatGPT? You can apply for early access via OpenAI’s official merchant waitlist at chatgpt.com/merchants
How Discovery Works in ChatGPT
Enabling instant checkout is one thing but getting discovered in ChatGPT? That’s where the real opportunity lies.
1. Discovery is conversational, not search-based
Unlike traditional search engines or marketplaces, ChatGPT discovery is based on conversation. A user might type:
“What’s the best NBN modem router in Australia under $300?”
ChatGPT doesn’t pull ads. It pulls product listings using a combination of:
- Model context protocol (understanding the user’s intent)
- Your product feed
- Metadata like price, category, reviews, and availability
If your product fits and your data is structured properly, you could be surfaced to a shopper ready to buy.
2. Results are organic and intent-matched
OpenAI emphasised that product visibility is not sponsored or promoted. It’s driven by how well your product fits the shopper’s request.
That means:
- Strong titles and descriptions matter
- Using rich metadata helps your shopping assistant (ChatGPT) understand what you’re selling
- Reviews, ratings, and real-time inventory help boost relevance
3. You don’t need to game the system, just fit the need
Whether a merchant is big or small, visibility comes down to how your product lines up with shopper intent. That’s a huge win for emerging brands who don’t have massive ad budgets.
In the world of instant checkout via ChatGPT, shoppers tap, place an order, and you, the seller, take it from there.
It’s AI-powered e-commerce without the fluff. And if your product is structured, priced, and described well, you’re in the game.
Trust, Adoption, and Early Challenges
As exciting as the new instant checkout feature is, no breakthrough arrives without a few speed bumps, especially when it involves money, automation, and AI.
So let’s talk about the real concerns shoppers and merchants may face with this new model of agentic commerce.
1. User trust must be earned
Let’s face it, giving an AI assistant the power to initiate purchases might feel like a leap for some users.
That’s why OpenAI has designed ChatGPT’s instant checkout to be fully transparent:
- Users confirm their order at every stage
- Payment information is securely handled via Stripe, never stored by OpenAI
- Communication remains between the user and merchant, not the AI
Shoppers can review every detail before tapping Buy. For now, that’s a solid middle ground between convenience and control.
2. Limited scope in the early days
While the tech is impressive, it’s still early days.
- Instant checkout currently supports single-item purchases only
- It’s rolling out first to ChatGPT Plus and Pro subscribers in the U.S.
- Only Etsy sellers and a few selected merchants are fully live right now
That said, support for multi-item carts, more merchants and regions, and broader rollout is already on the roadmap.
3. Not plug-and-play for everyone
If you’re already using Stripe’s infrastructure, onboarding into the Agentic Commerce Protocol can be fast, sometimes just a single line of code.
But for others, especially custom setups, it may require integration with the payments spec in the agentic commerce system or using the new shared payment token API.
Web developers and tech teams will need to evaluate what works best and that’s where expert support (like Webfuel Digital) can make a big difference.
The Future of Conversational Commerce
The launch of instant checkout in ChatGPT marks a much bigger shift than most people realise. It’s not just another sales channel. It’s a new interface for how shoppers make decisions and complete purchases.
Here’s what we’re stepping into:
Shopping without stores
AI agents like ChatGPT are becoming shopping assistants, curators, and now, checkout agents. They’re collapsing the funnel, removing friction, and changing the way we think about e-commerce websites altogether.
Funnels are flattening
Where once the buyer journey had multiple touchpoints: search → comparison → checkout → email confirmation, ChatGPT now contains all of it within a single, intelligent conversation.
A new playing field for merchants
With results ranked on relevance, not ad spend, brands of any size can compete if their data is clean, their products are desirable, and their integration supports instant checkout.
AI as a growth channel
This isn’t just tech hype. It’s a channel that’s already proving itself. OpenAI said major players like Walmart, Glossier, and Spanx are exploring or integrating the system and there’s room for small merchants to benefit early.
If you’re a merchant wondering whether to take the leap, know this:
Shoppers will soon expect to browse and buy directly in chat. The question is no longer if but whether your brand is part of the conversation.
You can apply to OpenAI’s Buy in ChatGPT program here to join the waitlist for early merchant access.
And if you want expert guidance on getting your store, feed, and marketing ready for agentic commerce…
Contact Webfuel Digital, a full-service eCommerce marketing agency helping Shopify merchants unlock new AI-powered growth channels.
