- ChatGPT has launched Instant Checkout, enabling users to purchase directly in-chat from Etsy and soon Shopify.
- The feature is powered by the Agentic Commerce Protocol, co-developed with Stripe, ensuring secure and merchant-controlled transactions.
- Etsy stock rose 16% and Shopify gained 6% following the announcement, underscoring investor confidence.
- Sellers remain merchant of record, retaining customer relationships, fulfillment, and branding.
- Expansion plans include multi-item carts and broader global availability, giving creators and sellers scalable new sales channels.
Seamless in-chat shopping drives record engagement for Shopify and Etsy merchants while reshaping retail expectations.
With over 700 million people using ChatGPT weekly, it has quickly become a decision-making hub, from product research to daily problem-solving. Until now, the gap between discovery and purchase has left sellers reliant on traditional storefronts, redirects, or ad-driven funnels.
Instant Checkout closes that gap by letting shoppers move directly from “What should I buy?” to “I’ve bought it” without leaving the chat interface.
For creators and sellers, this positions AI as not just a recommendation engine but a conversion engine, capable of shortening the path to purchase and aligning commerce with the conversational habits of modern consumers.
How Instant Checkout Works
When users request product recommendations—whether for gifts, apparel, or essentials—ChatGPT now displays relevant, unsponsored results. If an item supports Instant Checkout, shoppers can tap “Buy,” confirm shipping and payment details, and complete the transaction seamlessly.
Behind the scenes, the Agentic Commerce Protocol securely transmits details to the merchant’s existing systems. Sellers handle payments, fulfillment, and customer service exactly as before, ensuring that AI augments but does not replace their operations.
As OpenAI notes:
“ChatGPT simply acts as the user’s AI agent—securely passing information between user and merchant, just like a digital personal shopper would.”
This approach keeps merchants in control while offering buyers the convenience of frictionless checkout.
The Role of Etsy and Shopify
The rollout began with U.S. Etsy sellers, introducing single-item purchases to millions of shoppers. Shopify integration is next, unlocking access to over one million merchants from indie brands to household names.
Shopify merchants will be able to sell directly in ChatGPT.
We’ve been working with @OpenAI for quite some time so people can search and buy products in chat, and it’s something we’ve had a hard time keeping quiet.
Rollout is coming very very soon. pic.twitter.com/11GWCy5DOo
— tobi lutke (@tobi) September 29, 2025
For sellers, the benefit is direct visibility inside conversations where intent is highest. As Shopify’s VP of Product, Vanessa Lee, explained:
“People are discovering products in AI conversations, not just through search or ads. This lets our merchants show up naturally in those moments.”
This partnership ensures that both creators running small storefronts and established retailers can tap into conversational commerce without additional overhead.
Market Response and Investor Confidence
The financial markets have already responded to the announcement, with Etsy shares climbing 16% and Shopify up 6% on launch day. Investors clearly view Instant Checkout as a structural shift in e-commerce that could open significant new revenue streams.
Michelle Fradin, product lead for ChatGPT commerce, framed the move as a pivotal evolution:
“Our vision for ChatGPT is that it’s not just providing you information—it’s also helping you get things done in the real world.”
This distinction places AI commerce in direct competition with traditional retail discovery platforms such as Google and Amazon.
What It Means for Creators and Sellers
For creators and small business owners, Instant Checkout reduces friction in the sales funnel. Instead of relying on clicks through social posts, ads, or long-tail SEO, sellers can now meet buyers in the moment of inspiration.
The structure also protects seller autonomy: pricing remains untouched, merchant names are displayed clearly, and sellers decide whether to route shoppers through Instant Checkout or their online store.
As more creator-sellers diversify income streams, conversational AI represents not just another channel but a foundational layer of the future of commerce.
The Road Ahead: Multi-Item Carts and Beyond
This launch is at an early stage. The roadmap includes:
- Multi-item carts, allowing for bundled purchases.
- Global expansion, bringing more regions and currencies into scope.
- Open-source adoption of the Agentic Commerce Protocol, enabling merchants and developers worldwide to plug into the ecosystem.
Stripe President Will Gaybrick emphasized the larger ambition:
“We’re proud to power Instant Checkout and co-develop the Agentic Commerce Protocol to help businesses and AI platforms build the future of commerce.”
The long-term vision is clear: AI agents will not only answer questions but complete transactions across industries, from retail to services.
The Next Frontier in Commerce
ChatGPT’s Instant Checkout is more than a convenience upgrade—it signals the start of agentic commerce, where AI agents, merchants, and users operate in sync. For creators, sellers, and hybrid creator-sellers, the opportunity lies in showing up where audiences are already searching, chatting, and deciding.
With Etsy and Shopify stock gains as early proof points, the shift from discovery to conversion inside AI platforms looks set to reshape how business gets done online.
