Buy It Where You Chat: How Instant Checkout Brings Shopping Into ChatGPT
Hi, I'm Jon. The world of AI and technology is evolving every day, and one feature that's been gaining attention recently is "Instant Checkout," a new shopping feature built into OpenAI's ChatGPT. This feature allows users to search for and instantly purchase products within a chat, and has the potential to revolutionize e-commerce (electronic commerce, or online shopping). Officially announced by OpenAI on September 29, 2025, I'd like to explain this feature in an easy-to-understand way, even for beginners. Let's start with an overview.
Recommended for those who want to start automating with no coding!
With Make.com (formerly Integromat)...
📌 Integrate major tools like email, Slack, Google Sheets, and Notion all at once
📌 Automate complex tasks with just drag and drop
📌 A free plan is also available, so you can try it out for yourself.
If you're interested, here's the details:
What is Make.com (formerly Integromat)? How to Use It, Pricing, Reviews, and Latest Information [2025 Edition]
What is Instant Checkout? ChatGPT's new shopping feature
Instant Checkout is a feature introduced by OpenAI to ChatGPT that allows users to search for and purchase products directly within a chat conversation. Traditional online shopping requires opening a website in a browser, searching for products, adding them to a cart, and then paying. However, with this feature, the entire process can be completed within the ChatGPT chat screen. For example, if you type "looking for recommended handmade accessories," the AI will suggest products, and if you like them, you can buy them immediately.
This feature will be announced on September 29, 2025, and will be rolled out to ChatGPT Plus, Pro, and Free users in the United States. The first partners will be US sellers on Etsy (a marketplace for handmade goods), followed by merchants on Shopify (an online store building tool). OpenAI's official blog describes this as the first step toward "agentic commerce" (a new form of shopping in which AI acts on the user's behalf).
To provide some background, ChatGPT is a conversational AI developed by OpenAI that answers questions and generates text. Instant Checkout evolves ChatGPT from a simple chat tool into a shopping platform. The AI learns user preferences and recommends products in natural conversation, making shopping more personalized.
There is also a similar AI tool called Gamma, which allows you to instantly create documents and slides. If you want to use AI to streamline your creative work,What is Gamma? The new standard for instant document and slide creation using AI [2025 Edition]Check out these examples of AI helping with everyday tasks like Instant Checkout.
How Instant Checkout Works and How to Use It
Instant Checkout is based on the open-source Agent Commerce Protocol developed by OpenAI. It was created in collaboration with Stripe (a leading online payment service) and securely processes payment and shipping information within the chat. Users see product suggestions within ChatGPT and simply click the "Buy" button to proceed to the payment screen. There's no need to open an additional app or website, and purchases can be made without disrupting the conversation.
Here's a step-by-step guide on how to use it:
- Step 1: Search for ChatGPT – Type "Looking for a cute mug on Etsy" into chat. The AI will list products and show you images, prices, and reviews.
- Step 2: Select a product – When you find a product you like, check the details in the chat.
- Step 3: Purchase - Tap the "Buy" button. Enter your payment information (e.g., credit card) and shipping address to complete the purchase. All within the chat.
Currently, only single-item purchases are supported, and simultaneous purchases of multiple items are not yet possible, but OpenAI says it plans to expand this in the future. Immediately after the announcement on September 29, 2025, posts from users and tech professionals on X (formerly Twitter) surged, with many saying, "The future of shopping will change!" For example, a post from OpenAI's official account emphasized that product results are independently selected, not based on advertisements.
In terms of security, Stripe's technology protects data, and OpenAI places importance on user privacy. As of October 2025, just a few days after the announcement, Etsy's stock price had risen 16%, indicating high market expectations.
The impact and future outlook of Instant Checkout
The introduction of this feature has the potential to significantly change the landscape of e-commerce. It will accelerate the shift from traditional search engines and online stores (e.g., Amazon and Google Shopping) to AI chat-based shopping. Media outlets such as Marketplace Pulse have analyzed this as a threat to Amazon, and the concept of an "answer economy" (where economic activity is generated by AI answering questions) has emerged, in which AI acts as an intermediary in shopping.
Benefits include:
- Improved convenience - Since the process is completed within the chat, it saves time for busy people.
- Opportunities for small and medium-sized enterprises - Small sellers like those on Etsy could potentially increase their visibility through AI, leading to increased sales.
- The evolution of AI - Based on user purchasing data, the recommendation accuracy will improve and the AI agent will become smarter.
However, there are still challenges. Thorough privacy protection and measures to prevent bias in AI recommendations are necessary. OpenAI is considering integrating with platforms other than Shopify and expanding globally. X's post has received positive feedback, with people saying that local businesses will be "easier to find."
Jon's Summary
Instant Checkout is a groundbreaking feature that evolves ChatGPT from a simple conversation tool to a full-fledged shopping platform. It's already a hot topic just a few days after its announcement in September 2025, and I think it's a great example of how AI can make everyday life more convenient. If you're new to the app, why not try the free version of ChatGPT first? Perhaps this kind of technology will become standard in the future.
If you want to expand your use of AI tools, check out Gamma, which is useful for document creation!
What is Gamma? The new standard for instant document and slide creation using AI [2025 Edition]
Reference sources
- OpenAI Official Blog: “Buy it in ChatGPT: Instant Checkout and the Agentic Commerce Protocol” (September 29, 2025)
- CNBC: “Etsy pops 16% as OpenAI announces ChatGPT Instant Checkout for the shopping site” (September 29, 2025)
- Search Engine Land: “OpenAI turns ChatGPT into a shopping tool with Instant Checkout” (September 29, 2025)
- Fortune: “OpenAI allows ChatGPT to start buying products directly from a chat” (September 29, 2025)
- Marketplace Pulse: “ChatGPT's Instant Checkout is an Instant Threat” (around October 2025)
- Related posts on X (formerly Twitter): OpenAI official account and user posts (after September 29, 2025)