ChatGPT launches in-app shopping for US users

OpenAI has announced the rollout of Instant Checkout, a new feature that allows ChatGPT users in the US to buy products directly within the chat. The system is powered by the Agentic Commerce Protocol, an open standard for AI commerce co-developed with Stripe and a number of leading merchant partners.

For now, Instant Checkout is only available to US ChatGPT Free, Plus, and Pro users, and it supports single-item purchases. Multi-item carts, expanded merchant availability, and wider regional coverage are expected in future updates.

When users ask shopping-related queries, such as “best running shoes under $100” or “gifts for a ceramics lover,” ChatGPT will surface relevant product results from across the web. These results are ranked organically, without paid placement.

If a product supports Instant Checkout, users can simply tap “Buy,” confirm their order, shipping, and payment details, and complete the purchase without leaving the chat. Existing ChatGPT subscribers can pay using their card on file, with support for other card and express payment options.

Fulfilment, customer service, and payment processing remain in the hands of merchants, with ChatGPT acting as a secure intermediary that passes information between users and sellers.

Merchants keep control

Merchants pay a small fee on completed purchases, but the service is otherwise free for users and does not affect product prices. ChatGPT also makes clear that Instant Checkout availability does not give preference in search rankings. When multiple merchants offer the same product, factors such as availability, price, quality, and seller authenticity are considered.

By design, the Agentic Commerce Protocol ensures that merchants retain control of customer relationships throughout the purchasing process, including fulfilment, returns, and support.

The Agentic Commerce Protocol

At the heart of the rollout is the Agentic Commerce Protocol, an open standard that enables AI agents and businesses to complete purchases seamlessly.

The protocol is designed to:

• Work across platforms, payment processors, and business types.
• Allow quick integration without major system changes.
• Keep merchants as the official record-holder across the transaction journey.

For merchants already using Stripe, enabling agentic payments can be achieved in as little as one line of code. Those with other payment processors can still participate using Stripe’s Shared Payment Token API or by adopting the Delegated Payments Specification, both supported by the protocol.

What’s next

Currently, Instant Checkout connects US users to Etsy sellers, with Shopify merchants – including brands such as Glossier, SKIMS, Spanx, and Vuori – set to join soon. OpenAI has also open-sourced the Agentic Commerce Protocol to encourage more developers and merchants to build integrations.

While this feature is limited to the US market at present, it marks a significant shift in how generative AI platforms can function – from assistants that recommend products to agents that actively complete purchases on behalf of users.