OpenAI Introduces Direct Purchases in ChatGPT, Partnering with Etsy and Shopify
- tech360.tv
- Oct 1, 2025
- 2 min read
OpenAI has launched a new feature allowing users to make purchases directly within ChatGPT, starting with partnerships with Etsy and Shopify. The Instant Checkout feature, introduced Monday, marks a new source of revenue for the organisation, complementing its existing subscription model.
Merchants will pay a fee to OpenAI on completed purchases, though this will not affect product prices for consumers. Users will incur no charges for using Instant Checkout. This move leverages ChatGPT's significant user traffic.
"US ChatGPT Plus, Pro, and free users can now buy directly from US Etsy sellers right in chat, with over a million Shopify merchants, like Glossier, SKIMS, Spanx, and Vuori, coming soon," OpenAI stated in a blog post.
Initially, Instant Checkout will support single-item purchases. OpenAI plans to add multi-item carts and expand its merchant and regional coverage in the future. Following the announcement, shares of Etsy rose 7.3%, while US-listed shares of Shopify increased 4.5%.
Shopify commented on its website that its merchants would be able to sell directly through ChatGPT conversations, removing the need for links or redirects and providing seamless commerce. Etsy's chief product and technology officer, Rafe Colburn, stated that AI-powered and agentic shopping presents meaningful opportunities for the online marketplace.
Mr. Colburn added that Etsy is working with an unnamed tech partner to integrate product discovery seamlessly into mobile experiences. OpenAI also confirmed it would open-source the agentic commerce protocol, which was developed with payments firm Stripe and powers the checkout process.
OpenAI has launched an Instant Checkout feature allowing direct purchases in ChatGPT.
The initial partners for this new commerce capability are Etsy and Shopify.
The feature provides a new revenue stream for OpenAI from merchant fees on completed purchases.
Source: SCMP
