OpenAI has launched a new feature called Instant Checkout, letting US users buy items directly inside ChatGPT via Etsy and Shopify. Built on the open-source Agentic Commerce Protocol, the move signals a major push toward AI-powered commerce. European rollout is expected, and retailers must prepare now.
ChatGPT shopping: instant checkout & agentic commerce
OpenAI’s “Buy it in ChatGPT” initiative has introduced Instant Checkout, which lets users complete purchases from within the chat interface itself, without redirection to external websites. The feature is powered by the Agentic Commerce Protocol, a new open standard built with Stripe that connects AI agents, users and merchants in a unified flow.
Already in April 2025 OpenAI had begun integrating shop and product recommendations into chat histories in ChatGPT.
With the current US launch, users (free, Plus, Pro) can purchase single items from US-based Etsy sellers immediately. Over a million Shopify merchants (brands like Skims, Vuori and New Era Cap) are slated to be included soon.
Our test on September 30th showed that ChatGPT already offers in-app shopping, for example, for Vuori and Stanley, but the test failed. According to the OpenAI blog post, multi-item cart support will be integrated over time.
Merchants pay a commission per transaction; users are not charged extra. Notably, OpenAI is open-sourcing the Agentic Commerce Protocol so that developers and retailers worldwide can integrate their products and systems.
Agentic commerce availability in Europe: What we know and what’s ahead
So far, the feature is US-only. There is no confirmed public timeline for a European rollout, but OpenAI writes in its blog that the next expansion steps are ”multi-item carts […] merchants and regions.” Given the intent to make the protocol open and global, a European introduction appears likely.
In Europe, merchants will face additional considerations, such as VAT, local consumer protection laws, data privacy (GDPR) and cross-border payments. OpenAI’s open-source approach may ease technical integration, but compliance will still be nontrivial for European retailers.
Retailers operating in Europe should begin reviewing whether their e-commerce platforms, inventory systems, payment gateways and compliance frameworks can map to an agentic commerce protocol. Ensuring APIs or connectors are available will be key to becoming recognized in ChatGPT’s shopping layer.
OpenAI is not alone: Google’s Shop with AI Mode
Already in May Google introduced its shopping experience in AI Mode with ”50 billion product listings, from global retailers to local mom and pop shops.” With the feature, the customer can, for instance, track the price, personalize the shopping experience and opt for the “buy for me” option, using Google Pay for payment. It’s interesting to see that the AI mode is available in multiple countries (the UK included) but not in the European Union or Switzerland. There have been recent indications that Google is preparing to roll out AI Mode in the EU.
Additionally, Google’s virtual try-on technology helps shoppers see how clothes will look on different body types. Shoppers can try on billions of apparel listings by uploading a photo.
Also Perplexity and Visa have introduced their own shopping AI agent.
Adaptation to AI commerce has to be fast
For the future: The number of buyers seeking advice from AI is currently rising steadily, regardless of whether purchases are made directly in the ChatGPT interface or by clicking through to the shop. According to a Bain & Company expert, the number of shopping-related prompts doubled between January and June of 2025. “Optimizing content for ChatGPT and Perplexity, AI Optimization (AIO), is no longer optional.” To appear as a trustworthy source for AI models, brands must invest in Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO).
For example, Shopify stores benefit from having detailed FAQs, product descriptions and sustainability data. Content that answers specific questions – such as “What are the best shoes for beginner trail runners?” – increases visibility.
Thus sales-driven marketing and commerce has become even more complex. OpenAI concludes its blog post on the topic with the following quote:
This launch is just the beginning. As AI becomes a key interface for how people discover, decide, and buy, the Agentic Commerce Protocol provides a foundation that connects people and businesses for the next era of commerce.
—Open AI blog post “Buy it in ChatGPT”
