OpenAI Partners with Etsy, Shopify to Launch “Instant Checkout” in ChatGPT

OpenAI Partners with Etsy, Shopify to Launch “Instant Checkout” in ChatGPT

In a striking move into e-commerce, OpenAI announced on September 29, 2025, that users of ChatGPT in the United States can now purchase goods directly in chat via a new “Instant Checkout” feature. The rollout begins with U.S. Etsy sellers, with support for over a million Shopify merchants expected soon. Reuters+2OpenAI+2

How It Works

• When a user asks ChatGPT to recommend a product, for example, “gifts for a runner”, the chatbot surfaces relevant items from across the web and shows a “Buy” button for products that support Instant Checkout. Reuters+3OpenAI+3Fortune+3

• For now, the feature is limited to single-item transactions, though OpenAI plans to roll out multi-item carts, wider merchant access, and international expansion. Venturebeat+4OpenAI+4Reuters+4

• Users in Free, Plus, and Pro tiers can use the feature, there is no extra cost to the buyer. Fortune+4Reuters+4OpenAI+4

• Merchants fulfilling orders via ChatGPT will pay a commission to OpenAI. OpenAI emphasizes that this doesn’t change pricing for users. Financial Times+4Reuters+4Fortune+4

• The checkout infrastructure is built in partnership with Stripe, and OpenAI is open-sourcing the technology as the Agentic Commerce Protocol (ACP) so other merchants and developers can adopt it. Venturebeat+4OpenAI+4Fortune+4

Why It Matters

This is a pivotal step for several reasons:

• New revenue stream: Until now, OpenAI has largely depended on subscription and enterprise income. Allowing direct purchases inside ChatGPT opens up a commission-based model, capturing value from users beyond paid tiers. Axios+4Financial Times+4Reuters+4

• Seamless user experience: By eliminating redirections to external sites, OpenAI is collapsing the discovery-to-purchase funnel into a single interface. That convenience could shift buyer behavior significantly. OpenAI+3Axios+3Reuters+3

• Competitive pressure: This could challenge incumbent e-commerce and search players, especially if shoppers begin to rely less on search engines and marketplaces and more on conversational AI. EMARKETER+2Financial Times+2

• Merchant implications: Small and medium sellers on Etsy or Shopify gain access to ChatGPT’s audience. But they must adapt to a new paradigm where AI agents drive discovery and sales. Axios+3Reuters+3OpenAI+3

Reactions & Market Impact

• After the announcement, Etsy’s stock jumped ~7.3%, and U.S.-listed Shopify shares rose ~4.5%. The Wall Street Journal+3TradingView+3Reuters+3

• Etsy’s Chief Product and Technology Officer, Rafe Colburn, highlighted the potential of “AI-driven shopping” and the importance of refining discovery on mobile. Reuters

• Shopify described the integration as enabling merchants to sell directly via ChatGPT without needing links or redirects, making the shopping experience more seamless. Reuters+1

Risks & Questions Ahead

• Neutrality and fairness: Will “Buy” enabled items be favored in product suggestions? OpenAI has stated they won’t give them preferential treatment in rankings. Barron's+2Reuters+2

• Data, privacy, and security: Handling payments inside an AI interface raises questions about how much user data is shared, how securely it is handled, and who controls transaction information.

• Merchant adoption and integration: Not all merchants may want to or be able to integrate instant checkout; transition costs, fees, and technical complexity could be barriers.

• Global rollout and logistics: The current launch is limited to U.S. merchants. Scaling internationally involves dealing with payments, logistics, regulations, and currency complexity.

• Structural risk to marketplace models: If AI chips away at traffic to traditional marketplaces, their business models may need to evolve faster than many expect.

With “Instant Checkout,” OpenAI is turning ChatGPT from an assistant that suggests what to buy into an agent that executes purchases. The partnership with Etsy and Shopify is the first major step. Whether this becomes a dominant commerce channel, or another novelty, depends on adoption, trust, and how well the AI experience holds up under real-world buying.