OpenAI Embeds Shopping Inside ChatGPT With “Buy it in ChatGPT”

San Francisco / September 29, 2025 — OpenAI has launched Buy it in ChatGPT, introducing Instant Checkout inside ChatGPT conversations via the new Agentic Commerce Protocol. The protocol is open source, and the feature begins with U.S. users purchasing products sold by Etsy merchants – plans to expand to Shopify and other platforms soon.

Instead of linking out to stores, users can browse, select, confirm, and pay – all within chat. Payment and fulfillment remain handled by the merchant’s backend. A modest fee is charged to merchants; ChatGPT users won’t pay extra. OpenAI emphasizes that Instant Checkout prioritizes trust, minimal data sharing, and user approval at each step.

The underlying Agentic Commerce Protocol, built in collaboration with Stripe, allows AI agents, users, and merchants to coordinate orders without altering merchant systems. OpenAI says merchants using Stripe can enable this with a single line of code. The protocol is open to be adopted by other platforms too.

Why This Move by OpenAI and Stripe Matters

• This marks a shift from ChatGPT as a conversational tool to a commerce-enabled interface capable of owning the purchase journey.

• Because the protocol is open source, other AI platforms or tools can adopt it, creating interoperability in agent-enabled commerce.

• Sellers can tap into ChatGPT’s massive user base without building a new storefront UI – OpenAI becomes a middle layer rather than a marketplace gatekeeper.

• Privacy and trust will be critical, especially in how data is shared, payment is processed, and user control is enforced.

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