ET Explainer: OpenAI’s direct shopping via ChatGPT puts ecomm on notice

OpenAI has taken its biggest leap into ecommerce till date with the launch of “Instant Checkout” within ChatGPT, allowing US users to make purchases straight from the app. Can the move disrupt ecommerce operations globally?

ET explains:

What is this launch all about?


OpenAI has rolled out “Instant Checkout” within ChatGPT, a feature that enables US users to make purchases straight from the app without being directed to other websites. Etsy sellers are the first to participate in the pilot project, which will soon be extended to include Shopify merchants. This suggests that users can specify their requirements with ChatGPT, view recommendations, and complete the payment process in one go.

What’s different this time compared to ChatGPT’s previous shopping features?

OpenAI added shopping search features in April 2025. At that time, users could browse items, read reviews, and view images, but the final step of the checkout process took place on websites run by external merchants. By having the entire transaction within ChatGPT, the new “Instant Checkout” ends that process.

Why is this important?

With this launch, OpenAI expands from being just a conversational AI tool to a commerce platform. OpenAI could challenge established businesses liken Amazon and Google Shopping for a share in the massive e-commerce market by allowing direct purchases. For users, it means less work to purchase items, and for merchants, it provides a new sales channel with a potentially high conversion rate.

What is OpenAI’s plan with the agentic commerce protocol?

ChatGPT’s in-chat shopping and checkout system is powered by the agentic commerce protocol. In an attempt to enable developers and other enterprises to develop their own AI-powered shopping experiences, OpenAI plans to open-source it.