OpenAI's Instant Checkout Transforms ChatGPT into E-commerce Powerhouse
OpenAI has rolled out Instant Checkout, a game-changing feature for U.S. ChatGPT users, enabling direct purchases within the chat interface. This move, powered by the Agentic Commerce Protocol, could transform ChatGPT into a significant player in the e-commerce landscape, challenging giants like Amazon and Google.
The new feature, available since early October 2025 for ChatGPT Plus, Pro, and free users in the USA, initially allows shopping from U.S.-based Etsy sellers. Integration for over a million Shopify merchants, including popular brands like Glossier, SKIMS, Spanx, and Vuori, is planned for the near future.
OpenAI considers various factors like enablement of Instant Checkout, quality, and price when ranking merchants selling the same product. This approach aims to provide users with the best options, rather than favoring items with Instant Checkout in product results. Merchants pay a fee on purchases, with no additional cost to ChatGPT users.
Target's Vice President of Digital Product Management, Ranjeet Bhosale, envisions the future of SEO shifting towards GEO (generative engine optimization). This focuses on showcasing a broader range of products relevant to a search, reflecting consumers' changing preferences for more complex, unique items. Etsy's Chief Product and Technology Officer, Rafe Colburn, echoes this sentiment, stating that Instant Checkout aims to remove barriers for shoppers to discover and buy unique items.
Currently, Instant Checkout supports single-item purchases, with plans to add multi-item cart functionality and expand to additional regions.
OpenAI's Instant Checkout marks a significant step into the commerce realm, potentially turning ChatGPT into a true commerce destination. By considering multiple factors in merchant ranking and supporting a wider range of products, it caters to evolving consumer preferences. As integration expands to more merchants and regions, Instant Checkout could reshape the e-commerce landscape, challenging established players.
Read also:
- Saudi Arabia's TASI Surges Past 11,000, Leading Gulf Equities Rally
- TikTok's deal negotiations continue following a conversation between Xi and Trump
- Trump announces agreement with Chinese authorities on TikTok deal
- Quantum Computing Market in the Automotive Sector Forecast to Expand to $6,462.13 Million by 2034
