ChatGPT isn’t just here to answer your random questions anymore — now it can also sell you things without you even leaving the app. OpenAI just announced a new feature called Instant Checkout, which basically turns ChatGPT into a shopping assistant that also handles the actual purchase.
Here’s how it works: if you’re chatting and looking for something specific, ChatGPT can suggest products from Etsy or Shopify sellers. If the seller supports the feature, you’ll see a “Buy” button right inside the chat. From there, you can pay directly with your card or other supported payment methods, all without leaving ChatGPT. At launch, you can only buy one item at a time, but OpenAI says shopping carts with multiple products are on the way.
The feature runs on Stripe’s Agentic Commerce Protocol and is currently rolling out to ChatGPT users in the U.S., including Free, Plus, and Pro accounts. Merchants that want in can apply now, but they’ll need to pay a transaction fee for each purchase. OpenAI has made it clear, though, that products with Instant Checkout won’t automatically get boosted in search results.
When multiple sellers offer the same product, ChatGPT will consider things like availability, price, quality, and whether Instant Checkout is turned on to decide what to show you. Over time, more sellers and regions are expected to be added, making this feel even more like a built-in marketplace.
Of course, not everyone’s sure about shopping directly through a chatbot. Some people love the idea of convenience, while others feel like it might be a bit risky. Honestly, it’s not that different from when online shopping itself was new — people were skeptical at first, but now it’s second nature. Maybe ChatGPT shopping will follow the same path.
This launch also comes right after OpenAI added parental controls and new safety features, including tools to spot if a teenager might be at risk of harming themselves. It’s clear OpenAI is pushing ChatGPT beyond being “just an AI chatbot” and turning it into a full-on platform for both everyday use and bigger features like shopping.
