OpenAI is pushing the limits of agentic AI with the launch of Instant Checkout in ChatGPT, a new commerce tool that lets users buy directly from vendors. Starting today, ChatGPT Plus, Pro, and free users in the U.S. can start using the tool for single-item purchases, though only one merchant is available at launch.
In a blog post published today, the company explained that Instant Checkout was co-developed with payment processor Stripe and already works in chat with Etsy. Support for “over a million Shopify merchants, like Glossier, SKIMS, Spanx, and Vuori,” is coming soon, the blog post said. OpenAI also revealed that the underlying technology will be open source to help bring agentic commerce to more merchants and developers.
Here’s how it works: when ChatGPT users ask for shopping recommendations, the chatbot surfaces suggestions. If a merchant supports Instant Checkout, users can simply tap “Buy,” confirm order details, shipping, and payment, and complete the purchase without leaving the chat. For subscribers, the system uses the payment method already on file.
According to OpenAI, orders, payments, and fulfillment are still handled by the merchant’s existing system — ChatGPT just acts as a digital personal shopper, passing the information back and forth.
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So far, the inability of AI agents to actually complete purchases for users has been a big limitation of the technology. By launching Instant Checkout and making the backend technology open source, OpenAI could change that status quo.
The new feature is likely to ruffle feathers at some of OpenAI’s tech rivals. Google is developing its own agentic commerce agent and has already released an open-source tool for AI-powered purchases, putting it in direct competition with OpenAI. Meanwhile, rumor has it that Amazon isn’t thrilled about AI agents skimming its storefront instead of drawing in human customers — and potentially threatening its lucrative advertising business.
As TechCrunch points out, both companies have a history of leveraging their dominance in ecommerce and search to charge higher fees or push out competitors — practices that have landed them in court more than once. But if chatbots become the starting point for retail purchases, the power dynamic flips. This time, it’s the firms behind the bots that hold the leverage. Plus, by working directly with Shopify merchants, OpenAI can avoid dealing with retailers like Amazon altogether, at least, for now.
They’re not alone in the race. Perplexity has rolled out a similar in-chat shopping and payments feature, while Microsoft offers merchants the ability to build in-chat storefronts through its Copilot Merchant Program.
Disclosure: Ziff Davis, Mashable’s parent company, in April filed a lawsuit against OpenAI, alleging it infringed Ziff Davis copyrights in training and operating its AI systems.