OpenAI Launches Instant Checkout in ChatGPT with Agentic Commerce Protocol

OpenAI has introduced Instant Checkout functionality to ChatGPT, enabling users to purchase products directly within chat conversations. The feature, powered by the newly developed Agentic Commerce Protocol, allows seamless transactions from Etsy sellers and over one million Shopify merchants including Glossier, SKIMS, and Spanx.

Context and Background

The Instant Checkout feature represents OpenAI’s first major step into agentic commerce, where AI assistants facilitate complete purchase transactions rather than simply providing product recommendations. U.S. users across ChatGPT Plus, Pro, and Free tiers can now complete purchases without leaving the chat interface, with plans to expand to multi-item carts and additional regions.

OpenAI has open-sourced the underlying Agentic Commerce Protocol, co-developed with Stripe to create a standardised framework for AI commerce integration. The protocol enables AI agents, consumers, and businesses to collaborate on purchases whilst maintaining merchant control over payments, systems, and customer relationships.

The service processes over 700 million weekly interactions, positioning ChatGPT as a significant new channel for e-commerce discovery and conversion.

Looking Forward

The launch establishes infrastructure for broader AI-driven commerce transformation, with the open-source protocol encouraging widespread adoption across platforms and payment processors. Merchants retain full control as the merchant of record throughout the purchase journey, from fulfilment to customer support.

For businesses already using Stripe, integration requires as little as one line of code, whilst those using alternative payment processors can participate through Stripe’s Shared Payment Token API or the Delegated Payments specification within the Agentic Commerce Protocol.

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