OpenAI has taken a groundbreaking step into e-commerce with the launch of Instant Checkout in ChatGPT, an agentic shopping system that allows users to discover, recommend, and buy products directly within conversations. Announced on September 29, 2025, this feature marks the beginning of “agentic commerce,” where ChatGPT acts as a personal shopper—seamlessly handling queries, comparisons, and transactions without leaving the chat. Powered by the newly open-sourced Agentic Commerce Protocol (ACP)—co-developed with Stripe—the system supports single-item purchases from U.S. Etsy sellers today, with over a million Shopify merchants (including Glossier, SKIMS, Spanx, and Vuori) rolling out soon.
Available immediately to all U.S. ChatGPT Free, Plus, and Pro users, Instant Checkout transforms product discovery from search-driven (Google) or browse-heavy (Amazon) models to conversational AI, potentially capturing a slice of the $5 trillion global e-commerce market. For consumers tired of tab-switching, creators building AI commerce tools, and merchants seeking new channels, this launch—complete with ACP’s Apache 2.0 license for broad adoption—signals a paradigm shift. Let’s explore the system, protocol, and what it means for shopping’s future.
How Instant Checkout Works: From Chat to Cart in Taps
Instant Checkout embeds e-commerce into ChatGPT’s natural flow: Users query products (“Find me a cozy sweater under $50”), receive AI-curated recommendations with images and reviews, and complete purchases with a few taps—all without exiting the app. ChatGPT serves as the intermediary, securely relaying details to merchants while handling consent and personalization.
Step-by-step experience:
- Discovery: Ask ChatGPT for product ideas; it pulls real-time inventory from integrated merchants.
- Recommendation: AI suggests options with comparisons, reviews, and visuals—e.g., “This SKIMS bodysuit fits your style, on sale for $40.”
- Checkout: Tap “Buy Now” for single-item orders; Stripe processes payment, with merchants fulfilling via existing systems.
- Post-Purchase: Track orders, returns, and upsells in-chat.
Currently U.S.-only and single-item focused, expansions include multi-cart support, international markets, and more merchants by Q1 2026.
The Agentic Commerce Protocol: Open Standard for AI-Driven Shopping
At the core is ACP, an open-source protocol co-built by OpenAI and Stripe to standardize AI-merchant interactions. It defines secure data flows for discovery, checkout, and fulfillment, allowing any AI agent or payment processor to integrate without overhauls—merchants retain control over branding, pricing, and systems.
ACP’s advantages:
- Interoperability: Works across platforms (e.g., ChatGPT, future Grok or Gemini agents).
- Security: Handles consent, fraud checks, and privacy via Stripe’s infrastructure.
- Ease of Adoption: Single integration for merchants; open-source (Apache 2.0) fosters ecosystem growth.
Stripe’s Will Gaybrick called it a “new era” for commerce, empowering AI to “act on behalf of users” while preserving merchant relationships. Rivals like Google’s Agent Payments Protocol (AP2) signal a standards war ahead.
Why Now? AI Commerce’s Moment in a $5 Trillion Market
OpenAI’s timing leverages ChatGPT’s 700 million weekly users and Reels-like video discovery trends, positioning it to erode Google’s $200 billion search ad dominance. Agentic systems—where AI handles tasks end-to-end—align with the shift from search to conversation, potentially capturing 10-20% of e-commerce by 2030.
Drivers include:
- User Habits: 70% of Gen Z shop via social/video; conversational AI fits naturally.
- Monetization Push: OpenAI earns a cut per transaction, diversifying from subscriptions ($3.5 billion ARR).
- Merchant Appeal: Etsy/Shopify integrations reach millions without site changes.
Etsy’s stock surged 16% post-announcement, reflecting immediate upside.
Implications: Redefining E-Commerce and Power Shifts
For consumers, Instant Checkout streamlines shopping—fewer tabs, personalized picks—but raises consent concerns for impulse buys. Merchants gain a new channel (Etsy: 1M+ sellers) with low friction, but compete in AI-curated feeds. Platforms like Google/Amazon face disruption as AI agents bypass search.
Broader effects:
- E-Commerce Evolution: From browse to converse; ACP could standardize AI shopping globally.
- Regulatory Scrutiny: Consent, data privacy, and antitrust probes loom, especially in the EU.
- Investor Buzz: OpenAI’s valuation could hit $200 billion+ with commerce revenue.
Challenges: Multi-item carts and international expansion are next, but accidental purchases need safeguards.
Conclusion: OpenAI’s Agentic Shopping Leap – Chat to Cart in Real Time
OpenAI’s agentic shopping system via Instant Checkout isn’t just a buy button—it’s a commerce revolution, letting ChatGPT shop for you with Etsy’s 1M+ sellers and Shopify’s scale. Powered by the open ACP, it challenges Google/Amazon while monetizing 700 million users. As multi-carts and global reach follow, expect AI to own the shopping journey. CNBC
