OpenAI has introduced a new feature called “Instant Checkout” in ChatGPT, available today for users in the U.S. This feature allows Plus, Pro, and Free users to purchase items from U.S. Etsy sellers directly within the chat interface. The service will soon expand to include over a million Shopify merchants. The feature operates on the Agentic Commerce Protocol, which was co-developed with Stripe. It is accessible on web, iOS, and Android platforms. Currently, the feature supports single-item purchases, with plans to introduce multi-item carts in the future. Product results remain organic and unsponsored, ensuring a fair shopping experience. Orders, payments, and fulfillment processes are managed by the merchant, who pays a small fee per completed order, while users pay the listed price. OpenAI reports 700 million weekly users and views this development as a transition from search to purchase.
BREAKING 🚨: OpenAI released native checkout on ChatGPT for Shopify and Etsy merchants in the US.
— TestingCatalog News 🗞 (@testingcatalog) September 29, 2025
Copilot will get it soon as well and they likely will be powered by the same merchant network.
This is big for e-commerce 👀 https://t.co/EGzBB2dY1D pic.twitter.com/gJtWgXPyzt
The Agentic Commerce Protocol (ACP) is open source under the Apache 2.0 license. Merchants need to implement three components: a product feed, Agentic Checkout REST endpoints with webhooks, and a delegated payments path. The payment system integrates with existing processors, initially supporting Stripe’s Shared Payment Token, with additional options like Apple Pay, Google Pay, credit cards, and Link. The security model emphasizes explicit user confirmation, minimal data sharing, and the use of encrypted, scoped tokens. Ranking factors for products include availability, price, quality, primary seller status, and whether Instant Checkout is enabled. Onboarding is ongoing, with Etsy and Shopify merchants already eligible without requiring a custom build. Stripe executives highlight this initiative as central to the future of AI-driven commerce.
OpenAI is expanding ChatGPT’s capabilities into the realm of commerce while maintaining merchants as the merchant of record. The company is collaborating with Stripe and leading retailers to establish a protocol for agent-driven checkout, aiming to standardize the coordination of purchases across platforms and payment providers by agents, people, and businesses.
