On September 29, 2025 (local time), OpenAI unveiled the 'Instant Checkout' feature on its official website. This innovative addition enables ChatGPT users in the United States to seamlessly purchase products from the Etsy and Shopify platforms directly within the chat interface. At present, this functionality is accessible to ChatGPT Pro and Plus subscribers who have paid for the service, as well as to free users who have logged into their accounts. It supports various payment methods, including Apple Pay, Google Pay, Stripe, and credit cards.

OpenAI clarified that product recommendations are tailored based on the relevance to user demands, ensuring that there is no sponsored content muddying the waters. Moreover, the company only imposes a minimal fee on merchants for successfully completed orders.

In addition to this, OpenAI made another significant announcement. It revealed plans to open-source the 'Agent Commerce Protocol' (ACP), which was developed in collaboration with Stripe. This move aims to reduce the obstacles for merchant integration, paving the way for the broader adoption of AI chatbot 'virtual store' capabilities across the industry.