The news: OpenAI announced Instant Checkout, a new feature that lets users buy products via ChatGPT.

• The feature is currently available in the US for ChatGPT Plus, Pro, and free users to buy from Etsy sellers.
• OpenAI plans to add more than 1 million Shopify merchants, including Glossier, Skims, Spanx and Vuori.
• Built on OpenAI’s Agentic Commerce Protocol, the tool enables users to complete purchases directly with merchants inside ChatGPT. Developed with Stripe—the fintech behind ChatGPT subscriptions—the framework is open-sourced to help merchants integrate more quickly.

The details: Currently, consumers can only make single-item purchases.

• However, multi-item carts, more merchants, and an international rollout are planned.
• If OpenAI can smooth out the execution, the feature could remove the current friction of off-platform checkout. Embedding transactions directly for ChatGPT’s 700 million weekly active users could increase engagement, keep users in-platform, and accelerate its shift from research tool to commerce destination.

Reasons to be bullish: This move signals ChatGPT’s evolution into a transactional platform, putting it on a collision course with Amazon, Walmart, and Google by raising pressure on those entrenched marketplaces and search giants that have long controlled discovery and ad spending (a point we made a few months back).

At the same time, commission-based revenues provide a more reliable stream for a cash-hungry business still defining its monetization strategy.

Our take: OpenAI’s push into commerce is a giant leap for agentic commerce, but its impact will hinge on whether it can shift consumer behavior. Instant Checkout has promise, yet it only works if people see it as genuinely making their lives easier—and that’s far from certain.