ChatGPT Unveils Instant Checkout: Direct Product Purchases Now Available In-Chat

OpenAI has launched a transformative new feature allowing ChatGPT users in the U.S. to make direct product purchases within the chatbot interface. This ‘Instant Checkout’ capability, developed in partnership with payment processor Stripe, is poised to radically shake up the e-commerce sector and offers a significant new monetization avenue for OpenAI.

The integration enables users to complete transactions without leaving the chat, a departure from previous shopping features that linked out to external merchant websites. This could potentially divert significant market share from traditional search advertising platforms like Google, which rely on referring users to external sites.

The rollout begins immediately with Etsy sellers, with plans to onboard over a million Shopify merchants, including popular brands such as Glossier, Skims, Spanx, and Vuori, in the near future. OpenAI stated that product suggestions remain organic and unsponsored, ranked purely on relevance to the user, considering factors like availability, price, and quality.

OpenAI will collect a small fee from merchants on each successful purchase, bolstering its revenue to support the intensive costs of its AI model development and operation. The company has also open-sourced the underlying Agentic Commerce Protocol, developed with Stripe, inviting other retailers and businesses to build their own shopping integrations with ChatGPT.

While users currently retain full control, explicitly agreeing to each step, the feature hints at a future where AI models could act more agentically, potentially making purchases on a user’s behalf based on initial prompts.

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