(Credit: OpenAI)
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OpenAI has introduced a new Instant Checkout feature for ChatGPT, enabling users to complete purchases on Etsy and Shopify without leaving the app or website.
The feature is powered by OpenAI's Agentic Commerce Protocol and built with Stripe and other vendors. At launch, Instant Checkout will support single-item Etsy purchases for ChatGPT Free, Plus, and Pro users. Soon, it will expand to over a million Shopify resellers, including Glossier, Skims, Spanx, and Vuori, and support multi-item carts.
Here's how the feature works: If you search for products on ChatGPT and come across an Etsy listing, you can click the "Buy" button on its details page to confirm the order, shipping, and pricing details within ChatGPT. Those with paid ChatGPT accounts can use their existing card information or add a new card or express payment option to complete the purchase.
Payment and delivery are handled by the e-commerce platforms. "ChatGPT simply acts as the user's AI agent—securely passing information between user and merchant, just like a digital personal shopper would," OpenAI says.
The AI firm argues that this saves people time by eliminating the need to visit the merchant's website. It also earns OpenAI a "small" merchant fee with each successful purchase. To join the program, websites can head to OpenAI's website.
ChatGPT won't rank products based on their ability to support Instant Checkout, OpenAI adds. However, if multiple merchants sell the same products, ChatGPT will take into account its "availability, price, quality, whether a merchant is the primary seller, and whether Instant Checkout is enabled, to optimize the user experience."
Last week, OpenAI added a new Pulse section to deliver helpful updates and reminders based on chat history. This week, it added parental controls to strengthen teen safety.
Disclosure: Ziff Davis, PCMag's parent company, filed a lawsuit against OpenAI in April 2025, alleging it infringed Ziff Davis copyrights in training and operating its AI systems.