OpenAI launched “Buy it in ChatGPT” with Instant Checkout on 29th September 2025.
OpenAI has introduced Instant Checkout in ChatGPT, powered by the Agentic Commerce Protocol, enabling US users to purchase directly from Etsy sellers in chat. Shopify merchants are next in line.
What’s new
- In-chat purchases for Etsy, with Shopify brands (Glossier, SKIMS, Spanx, Vuori, etc.) coming soon.
- Single-item checkout now; multi-item baskets and more regions planned.
- Protocol is open-sourced, hinting at adoption beyond ChatGPT.
Why it matters for marketers
- AI as a sales channel: ChatGPT shifts from awareness to direct conversion.
- Reduced friction = higher conversion potential: Purchases happen without site visits.
- Attribution challenges: Traditional analytics may not capture AI-driven sales journeys.
Next steps for digital marketers
- Audit your product feeds: Ensure your listings (Etsy, Shopify) are optimised for AI discovery.
- Experiment early: Test Instant Checkout readiness to benchmark performance vs traditional funnels.
- Revisit attribution models: Plan for gaps as AI platforms handle more of the buyer journey.
- Monitor protocol adoption: Stay ahead as the Agentic Commerce Protocol spreads to other platforms.
