OpenAI launches instant checkout for ChatGPT with Stripe partnership

OpenAI announced on September 29, 2025, the introduction of Instant Checkout capabilities within ChatGPT, marking the company's entry into transaction-enabled commerce. The implementation, developed in partnership with Stripe, allows users in the United States to complete purchases directly within chat conversations through what OpenAI describes as the Agentic Commerce Protocol.

The launch affects ChatGPT Plus, Pro, and Free users across the United States. According to the announcement, over 700 million people use ChatGPT weekly for various tasks, including product discovery. Initial merchant participation includes U.S. Etsy sellers, with plans to expand access to over one million Shopify merchants. Named merchants in the expansion include Glossier, SKIMS, Spanx, and Vuori.

Technical infrastructure for the system relies on the newly released Agentic Commerce Protocol, which OpenAI characterizes as "an open standard for AI commerce that lets AI agents, people, and businesses work together to complete purchases." The protocol was co-developed with Stripe and participating merchant partners.

Current functionality supports single-item transactions. Multi-item shopping carts and expanded merchant participation represent planned future developments. The geographical scope remains limited to the United States for both buyers and sellers in this initial phase.

Transaction mechanics and payment processing

The purchase process initiates when users pose shopping-related queries within ChatGPT. Questions such as "best running shoes under $100" or "gifts for a ceramics lover" trigger the shopping functionality, displaying relevant products from across the web. Product results appear organically, without sponsored placements, ranked based on relevance to user queries.

Products supporting Instant Checkout display a "Buy" option. Users can tap this button, confirm order details, shipping information, and payment credentials, then complete purchases without leaving the chat interface. Existing ChatGPT subscribers can use their stored payment card, while others can input card details or use express payment options.

Merchants handle all aspects of order fulfillment, payment processing, and customer service using their existing systems. ChatGPT functions as an intermediary agent, securely transmitting information between users and merchants. The role parallels that of a digital personal shopper, according to OpenAI's description.

The company implements a fee structure where merchants pay charges on completed purchases. Users face no additional fees, and the service does not affect product pricing. Instant Checkout availability does not influence product result rankings, according to OpenAI. When ranking multiple merchants selling identical products, the system considers availability, price, quality, primary seller status, and Instant Checkout enablement to optimize user experience.

Protocol architecture and integration requirements

The Agentic Commerce Protocol provides the technical framework enabling AI agents to coordinate with business systems for purchase completion. OpenAI developed the protocol with specific design objectives: cross-platform compatibility across payment processors and business types, rapid integration without backend system modifications, and merchant control preservation as the merchant of record throughout the purchase journey.

When users place orders, ChatGPT transmits necessary details to merchant backends using the Agentic Commerce Protocol. Merchants accept or decline orders, process payments through existing providers, and manage fulfillment and customer support through established workflows.

Merchants using Stripe for payment processing can enable agentic payments with as little as one line of code, according to the announcement. Merchants using alternative payment processors can participate through two methods: implementing Stripe's Shared Payment Token API or adopting the Delegated Payments Specification within the Agentic Commerce Protocol. Neither approach requires changing existing payment processors.

Will Gaybrick, President of Technology and Business at Stripe, stated: "Stripe is building the economic infrastructure for AI. That means re-architecting today's commerce systems and creating new AI-powered experiences for billions of people. We're proud to power Instant Checkout in ChatGPT and co-develop the Agentic Commerce Protocol to help businesses and AI platforms build the future of commerce."

Security framework and data handling

OpenAI emphasizes trust-focused design in its approach to agentic commerce. The system requires explicit user confirmation before executing any action. Payment security relies on encrypted payment tokens authorized only for specific amounts and specific merchants, requiring user permission.

Data sharing follows minimal disclosure principles. Only information required to complete orders is shared with merchants, and sharing requires user permission. The architecture positions user control as central to the transaction process.

Documentation and application processes for merchants interested in making products available through ChatGPT are now available. OpenAI has released technical specifications enabling developers and merchants to begin building integrations with the Agentic Commerce Protocol.

Market context and competitive dynamics

The announcement arrives during a period of significant development in AI-assisted commerce. ChatGPT introduced shopping features in April 2025, reporting over 1 billion weekly searches processed through the platform. That implementation displayed products in visual carousels with purchase links directing users to external merchant websites.

The transition from product discovery to transaction completion represents a fundamental shift. Earlier shopping implementations emphasized ChatGPT's non-advertising approach, with products selected algorithmically rather than through sponsored placements. The current Instant Checkout maintains this methodology while adding transaction capabilities.

Industry responses to AI commerce integration vary significantly. Research from September 2025 indicated most major UK and US retailers actively welcome AI agents. Amazon, however, has implemented comprehensive bot restrictions, blocking AI crawlers from OpenAI, Anthropic, Meta, and other companies while developing competing tools including the Rufus chatbot and a "buy-for-me" feature.

Competitive positioning intensified in April 2025 when Microsoft launched its Copilot Merchant Program, and code analysis revealed OpenAI's development of native purchase functionality with Shopify integration. The current announcement confirms those earlier signals of transaction capability development.

Platform dynamics affect merchant strategies differently across ecosystems. Meta transitioned Facebook and Instagram Shops from on-platform checkout to website-based checkout in August 2025, granting merchants increased control over customer experiences while ending transactions within social platforms.

Implications for marketing professionals

The introduction of transaction capabilities within ChatGPT creates several considerations for digital commerce strategies. Unlike traditional e-commerce platforms where product visibility can be purchased through advertising, the system relies on algorithmic selection without sponsored placements. Product feeds, imagery quality, and structured metadata become primary factors in product selection and display.

First-party product data assumes increased importance. OpenAI's stated intention to develop direct merchant product feed submissions signals the growing value of accurate, comprehensive product information provided directly to AI platforms. Brands developing capabilities to supply this data may gain advantages in product selection and display quality.

The non-advertising approach represents a departure from conventional digital marketing models. While search engines and e-commerce platforms typically generate revenue through sponsored placements, the ChatGPT model prioritizes relevance and user experience with independently selected results. This could create pressure on established platforms to reconsider the balance between advertising revenue and user experience.

Consumer behavior patterns may evolve as AI platforms increasingly mediate shopping decisions. The shift from browsing-based discovery toward intention-based purchasing through conversational interfaces represents a fundamental change in how consumers interact with commerce systems. Research indicates improved shopping intent detection addresses commercial queries that previously required multiple attempts to generate relevant results.

McKinsey's analysis from July 2025 positioned agentic AI as the most significant emerging trend for marketing organizations, representing a shift toward autonomous systems capable of independently managing complex workflows. The technology enables marketing teams to automate tasks like campaign optimization, audience targeting, and performance analysis without constant human oversight.

The convergence of AI agents with commerce creates questions about traditional demand-side platform business models. Industry analysis suggests AI agents could fundamentally disrupt the programmatic advertising technology stack by automating campaign setup, targeting, and optimization functions currently handled by DSPs.

Measurement and attribution frameworks require adaptation. As purchases occur within AI environments rather than direct merchant interactions, traditional analytics tracking becomes more complex. Merchants must develop new approaches to understanding customer acquisition sources and campaign effectiveness when transactions complete through intermediary AI platforms.

Technical implementation for developers

The open-source nature of the Agentic Commerce Protocol enables broader developer participation beyond ChatGPT. Technical specifications released alongside the announcement allow developers to build integrations across various AI platforms and commerce systems.

Protocol adoption does not mandate exclusive partnership with any single payment processor or AI platform. The specification supports multiple payment providers, business types, and platform configurations. This flexibility may accelerate adoption among merchants operating diverse technical infrastructures.

Integration complexity varies based on existing merchant systems. Businesses already processing payments with Stripe can implement agentic payments with minimal code changes. Those using alternative processors face more substantial integration requirements, though the Delegated Payments Specification provides a pathway maintaining existing payment relationships.

Documentation availability represents a critical factor in merchant adoption rates. OpenAI has released technical specifications and application processes, enabling interested merchants and developers to begin integration work. The timeline for broader merchant participation remains unspecified beyond the initial Etsy and Shopify partnerships.

Broader industry transformation

The announcement positions AI commerce within a larger transformation of retail technology. Amazon introduced agentic AI capabilities across its seller platform in September 2025, deploying autonomous assistants to manage inventory, compliance, and advertising for marketplace sellers. This represents parallel development of AI-powered commerce tools within competing ecosystems.

Enterprise adoption extends beyond consumer-facing applications. Adobe launched AI agents for customer experience management in September 2025, enabling businesses to automate complex marketing processes through agent orchestration platforms. These developments indicate growing confidence in agentic AI capabilities across business functions.

The shift toward AI-mediated commerce raises fundamental questions about data ownership, customer relationships, and platform control. Walled garden platforms maintain exclusive control over user data, advertising inventory, and customer relationships. The introduction of AI agents that can operate across platforms potentially disrupts these established boundaries.

Privacy implications differ from traditional e-commerce models. Centralized AI platforms processing transactions across multiple merchants create new data flows and storage requirements. The minimal data sharing approach OpenAI emphasizes addresses some concerns, though the long-term privacy framework for agentic commerce remains under development.

Regulatory considerations will likely emerge as transaction volumes increase. Payment processing, consumer protection, and cross-border commerce regulations developed for traditional e-commerce may require adaptation for AI-mediated transactions. The merchant-of-record structure, where merchants maintain responsibility for fulfillment and customer service, provides continuity with existing regulatory frameworks.

OpenAI characterizes the launch as "just the beginning" of agentic commerce development. The company states that as AI becomes a key interface for discovery, decision-making, and purchasing, the Agentic Commerce Protocol provides a foundation connecting people and businesses for the next era of commerce.

Timeline

• October 2024: OpenAI launches comprehensive web search capabilities for ChatGPT with news partnerships
• April 18, 2025: Microsoft announces Copilot Merchant Program for retail integration
• April 28, 2025: OpenAI introduces shopping features to ChatGPT, reporting over 1 billion weekly searches
• May 3, 2025: Detailed analysis published of ChatGPT product selection methodology
• June 2025: Meta phases out Facebook and Instagram Shops checkout, transitioning to website-based transactions
• July 2025: McKinsey identifies agentic AI as most significant emerging trend for marketing
• August 30, 2025: Amazon blocks AI bots from major tech companies amid commerce competition
• September 10, 2025: Criteo becomes first onsite retail media partner for Google Search Ads 360
• September 16, 2025: ChatGPT enhances search with improved shopping intent detection
• September 16, 2025: Research shows major merchants welcome AI agents while Amazon maintains restrictions
• September 17, 2025: Amazon introduces agentic AI across seller platform for autonomous business management
• September 29, 2025: OpenAI announces Instant Checkout and Agentic Commerce Protocol

Summary

Who: OpenAI, in partnership with Stripe and merchant partners including U.S. Etsy sellers and over one million Shopify merchants (Glossier, SKIMS, Spanx, Vuori), launches transaction capabilities for ChatGPT users. The development affects over 700 million weekly ChatGPT users and merchants seeking AI commerce integration.

What: Instant Checkout functionality enabling direct purchases within ChatGPT conversations through the newly released Agentic Commerce Protocol. The system supports single-item transactions with planned expansion to multi-item carts, operates without sponsored product placements, and maintains merchant control as the merchant of record. Technical implementation includes Stripe payment processing integration, encrypted payment tokens, and minimal data sharing protocols.

When: Announced September 29, 2025, with immediate availability for U.S. ChatGPT Plus, Pro, and Free users purchasing from U.S. Etsy sellers. Shopify merchant integration and multi-item cart functionality represent future developments without specified timelines. The launch follows ChatGPT shopping feature introduction in April 2025 and builds on over 1 billion weekly searches processed through the platform.

Where: Currently limited to United States users and merchants. ChatGPT operates the service through its chat interface, with purchases processed through merchant systems using existing payment providers. The open-source Agentic Commerce Protocol enables potential expansion across AI platforms and geographic regions beyond the initial implementation.

Why: OpenAI states the development enables ChatGPT to help users not just find products but also purchase them, representing the next step in agentic commerce. The company positions AI as becoming a key interface for discovery, decision-making, and purchasing. For merchants, the system provides a new channel reaching hundreds of millions of users while maintaining full control of payments, systems, and customer relationships. The non-advertising approach prioritizes user experience with algorithmically selected results rather than sponsored placements.