ChatGPT teams up with Etsy and Shopify to usher in the era of AI shopping, with Etsy surging 16%.
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OpenAI has launched an instant checkout feature, allowing users to purchase products directly through ChatGPT. This move aims to create new revenue streams and could have far-reaching implications for the e-commerce landscape.
On September 29, OpenAI announced partnerships with Etsy and Shopify, allowing US users to purchase single-item products from Etsy sellers directly within ChatGPT conversations. In addition, over one million Shopify merchants—including well-known brands like Glossier and SKIMS—will soon join the platform.
The instant checkout feature is available to US ChatGPT Plus, Pro, and free users. OpenAI will charge fees for transactions completed through ChatGPT, but this will not affect users’ purchase prices.
OpenAI Head of Product Michelle Fradin said:
Our vision for ChatGPT is that it not only provides information to users but also helps them accomplish tasks in the real world.
The company plans to launch a multi-item shopping cart feature and expand the geographic coverage of instant checkout in the future. The market believes that this move will bring new sales channels to the e-commerce industry, while helping OpenAI broaden monetization paths beyond traditional subscription models.
Boosted by the news, Etsy's stock closed up nearly 16% on Monday, while Shopify's stock rose by more than 6%.
Seamless Shopping Experience and Fees
This new feature aims to directly convert the massive flow of user conversations into commercial transactions.
According to OpenAI, ChatGPT had over 7 million weekly active users in August, with “a large portion” of user questions related to shopping and consumption.
Now, when users browse and see Etsy seller products in ChatGPT, they can purchase directly within the chat interface without being redirected to the merchant’s website.
On its website, Shopify stated:
Its merchants will be able to sell directly through ChatGPT conversations—no links, no redirects, just a seamless commercial experience.
Currently, “instant checkout” supports only single-item purchases and is available to US users. However, OpenAI plans to introduce a multi-item shopping cart feature and expand the number of merchants and regions covered. Fradin said:
We hope to make it easier for users to complete their journey in ChatGPT, and also make it easier for merchants and developers to convert those conversations into checkouts.
OpenAI will charge a fee for transactions completed via ChatGPT, but the specific fee rates have not been disclosed, as this information is included in confidential contracts with Etsy and Shopify.
For users, the instant checkout feature is completely free and does not affect product pricing. OpenAI states that this feature leverages ChatGPT's massive user traffic to open up new revenue channels beyond traditional subscription models.
Technical Architecture and Industry Impact
The instant checkout feature is based on OpenAI’s agent commerce protocol, a technical framework developed in partnership with payments company Stripe, which also provides payment support for ChatGPT’s subscription service.
Fradin said that if users are already subscribers and have linked a bank card in ChatGPT, there’s no need to re-enter payment information when purchasing Etsy products.
OpenAI will open source this framework to help merchants build integration solutions more quickly and allow developers to explore different use cases. Although the protocol is initially used in e-commerce, Fradin said it could facilitate other types of purchases or payments in the future.
For e-commerce platforms like Etsy and Shopify, integrating with ChatGPT means access to a vast new channel for potential consumers.
Etsy’s Chief Product and Technology Officer Rafe Colburn said:
AI-powered agent shopping brings meaningful opportunities to this online marketplace.
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