ChatGPT users in the U.S. can now make Etsy and soon Shopify purchases within conversations, marking a next step toward the future of online shopping — both for consumers and the platforms that control product discovery, recommendation, and payments. In other words, OpenAI might be on the path to reshaping who holds power in e-commerce.
OpenAI’s new “Instant Checkout” feature is available to ChatGPT Pro, Plus, and Free logged-in users buying from U.S.-based Etsy sellers, with more than 1 million Shopify merchants like Glossier, Skims, Spanx, and Vuori “coming soon,” per OpenAI.
Instant Checkout builds on previous shopping features on ChatGPT that surfaced relevant products, images, reviews, prices, and direct links to merchants in response to shopping questions like “what should I get my friend who loves ceramics?” or “best sneakers to wear to the office.” Now, instead of having to leave the conversation, users can just tap “Buy” to confirm their order, shipping, and payment details (options include Apple Pay, Google Pay, Stripe, or credit card) to complete the purchase.