Introduction
OpenAI has announced a feature that could completely redefine the e-commerce landscape: instant checkout directly within ChatGPT. U.S. users can now purchase products from Etsy without ever leaving the conversation, while over one million Shopify merchants will soon join the platform.
The New Instant Checkout Feature
The "Instant Checkout" feature represents a natural evolution of ChatGPT's existing shopping capabilities. Previously, the AI assistant could suggest products, display images, reviews, and prices in response to questions like "what should I get my friend who loves ceramics?" Now, instead of having to leave the conversation to complete a purchase, users can simply tap "Buy" and finalize their order directly within the interface.
The system supports various payment options, including Apple Pay, Google Pay, Stripe, and traditional credit cards. The functionality is available to ChatGPT Pro, Plus, and even free account users in the United States.
A Direct Challenge to E-commerce Giants
This move by OpenAI represents a direct challenge to Google and Amazon, which have dominated online product discovery and sales for years. If more purchases begin to start within AI chatbots, the companies controlling them could gain significant power in determining which products are displayed and what fees they charge.
OpenAI has stated that the product results it displays are "organic and unsponsored, ranked purely on relevance to the user," and that it will charge a "small fee" for completed purchases. However, both Amazon and Google have previously leveraged their dominant positions to favor their own products or preferred partners.
The Open Source ACP Protocol
Alongside the launch of integrated checkout, OpenAI announced it will open source its Agentic Commerce Protocol (ACP), the technology powering Instant Checkout developed in collaboration with Stripe. This move will allow other merchants and developers to integrate agentic checkout capabilities.
"Stripe is building the economic infrastructure for AI. That means re-architecting today's commerce systems and creating new AI-powered experiences for billions of people."
Will Gaybrick, President of Technology and Business at Stripe
Security and Privacy
Regarding security concerns, OpenAI has clarified that orders, payments, and fulfillment are handled by the merchant using their existing systems. ChatGPT merely acts as a secure intermediary that transfers information between user and merchant.
Competition in the AI Commerce Market
OpenAI isn't the first company to explore this territory. Perplexity introduced a similar in-chat shopping and payments feature last year, while Microsoft offers merchants the ability to create in-chat storefront capabilities through the Copilot Merchant Program. Google has recently launched its own open protocol for purchases initiated by AI agents, called Agent Payments Protocol (AP2).
Conclusion
OpenAI's introduction of instant checkout marks a crucial moment in e-commerce evolution. By making ACP open source, the company not only facilitates merchant adoption but potentially positions itself as the de facto architect of the AI commerce ecosystem, creating a new form of competition with existing tech giants.
FAQ
What is OpenAI's instant checkout feature?
It's a functionality that allows ChatGPT users to complete purchases directly within conversations without having to visit external websites.
Which platforms does the AI shopping system currently support?
It currently supports Etsy for U.S. users, with over one million Shopify merchants coming soon.
How does the payment system work in AI shopping?
The system supports Apple Pay, Google Pay, Stripe, and credit cards, with ChatGPT acting as a secure intermediary between user and merchant.
Does OpenAI charge fees on AI purchases?
Yes, OpenAI has stated it will charge a "small fee" for purchases completed through the platform.
Is OpenAI's ACP protocol available to other developers?
Yes, OpenAI will open source the Agentic Commerce Protocol to allow other merchants and developers to integrate it.
How secure is entering payment data in ChatGPT?
According to OpenAI, all orders and payments are handled by merchants with their existing systems, while ChatGPT only acts as an intermediary.