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On September 29, 2025, OpenAI launched the “Instant Checkout” feature that could reshape e-commerce.
Instant Checkout, powered by the newly open-sourced Agentic Commerce Protocol, now allows 700 million weekly ChatGPT users to discover and purchase products without ever leaving the conversation.
ChatGPT's “Instant Checkout” creates a new buying journey.
When someone asks "best running shoes under $100," they now see relevant products directly in chat, can tap "Buy," and complete the purchase immediately. No website visits. No abandoned carts.
As OpenAI said, “ChatGPT shows the most relevant products from across the web. Product results are organic and unsponsored, ranked purely on relevance to the user.”
The initial rollout includes U.S. Etsy sellers, as well as over a million Shopify merchants. While currently supporting single-item purchases, multi-item carts and expanded merchant participation are on the roadmap.
The Agentic Commerce Protocol, co-developed with Stripe and leading merchants, is an open standard designed to work across platforms and payment processors.
Critically, merchants retain complete control as the merchant of record throughout the entire purchase journey. ChatGPT simply acts as the user's AI agent, securely passing information between the user and the merchant.
For companies using Stripe, enabling agentic payments requires as little as one line of code. The protocol is also being open-sourced, meaning this isn't just about ChatGPT, it's a foundation any AI platform can adopt.
Merchants pay a small fee on completed purchases, but the service is free for users and doesn't influence product rankings or pricing.
In the coming period, we’ll see whether users embrace this seamless AI shopping experience, or if it becomes just another experiment in e-commerce innovation.
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