OpenAI has introduced Instant Checkout inside ChatGPT, powered by the Agentic Commerce Protocol (ACP), an open standard built by OpenAI and Stripe. Merchants can surface products in ChatGPT’s shopping search and let customers complete purchases in the same conversation, while keeping full control over orders, payments, fulfillment, and the customer relationship.
- Sell inside ChatGPT: Shoppers can discover products via natural-language shopping queries and purchase without leaving the chat.
- Ranking is relevance-only: Product results in ChatGPT are ranked by relevance to the query; Instant Checkout listings do not get a ranking boost.
- Pay only on purchase: Discovery is free; OpenAI charges a small fee only when a purchase is made (refunded if there’s a return).
- Merchant of record: You remain the merchant of record and own orders, payments, fulfillment, and post-purchase support.
- US-only (for now): Live in the United States today with US merchants; OpenAI’s goal is to expand to more geographies next year.
How Instant Checkout works (end-to-end)
1) Shoppers search naturally
People tell ChatGPT what they want (e.g., “a durable carry-on under $300”). ChatGPT recommends relevant products from across the web, and any merchant can be discovered. Results are ranked purely by query relevance and context.
2) Compare options in one place
When a shopper taps a product, ChatGPT shows where it’s available. Merchant ordering is ranked on signals like availability, price, quality, whether you’re the maker/primary seller, and whether Instant Checkout is enabled. Even without Instant Checkout, ChatGPT links directly to your site—but enabling it reduces friction and can improve conversion.
3) Purchase inside ChatGPT
Customers confirm order/payment/shipping and tap Pay Merchant, agreeing to your terms. You accept/decline, charge, and fulfill on your existing systems as merchant of record.
4) Payments & speed
Customers can pay by credit card, Apple Pay, Google Pay, or Stripe’s Link. For ChatGPT Plus/Pro users, shipping & payment details can be prefilled (editable) to accelerate checkout. Payment data flows securely via trusted providers directly from buyer to merchant.
5) Post-purchase & tracking
You send the confirmation email and handle fulfillment, returns, and support. Buyers can view their orders in ChatGPT and track on your site. Orders placed through ChatGPT cannot be used to auto-subscribe customers to marketing emails.
Discovery, fees, and fairness
- Organic discovery: It’s free to appear; you pay only a small fee on successful purchases, refunded on returns.
- Search neutrality: Instant Checkout does not boost rankings. Product ranking is relevance-only; merchant ordering considers availability, price, quality, and seller type.
Implementation paths for merchants & dev teams
A) Quick path (Shopify / Etsy)
If you’re a Shopify or Etsy merchant, you’re already eligible—no integration required. Apply to join, prep your feed, and you’re good to go as eligibility rolls out.
B) ACP integration (flexible / enterprise)
Build checkout with the Agentic Commerce Protocol, designed to work with your current stack and multiple processors. Stripe users can enable payments with a single line of code; other processors can connect via Stripe’s Shared Payment Token API or the ACP Delegated Payments spec.
Product feed
Prepare your product feed to OpenAI’s specifications, then submit via the merchant application to be onboarded on a rolling basis.
Availability & rollout
OpenAI notes Instant Checkout is live only in the US today with US merchants, with the goal to expand to more user and merchant geographies next year. If you’re outside the US, you can still apply so you’re in the pipeline as coverage grows.
Practical checklist to get started
- Apply to the program from the Merchant application form.
- Assemble your product feed per OpenAI’s specs.
- Choose your integration path:
- Shopify/Etsy (no integration)
- ACP with Stripe (Shared Payment Token / Link) or your existing processor (ACP Delegated Payments).
- Confirm policies: You retain merchant of record status; no automatic marketing sign-ups from orders; ensure your post-purchase flows (emails, returns, support) are wired.
- Measure: Track conversion lift from reduced friction and compare Instant Checkout vs. click-out journeys.
Why this matters for ecommerce teams
- Lower friction = higher conversion: By keeping discovery and checkout in one flow, Instant Checkout can compress the funnel.
- Agent-native commerce: ACP future-proofs your stack for AI agents that can transact safely across channels.
- Own the relationship: Unlike marketplaces, you remain merchant of record and control CX end-to-end.
FAQ
Is there a ranking boost for Instant Checkout products?
No. Product ranking in ChatGPT shopping search is relevance-only. Instant Checkout doesn’t get a ranking boost.
What does it cost to be listed?
Discovery is free. OpenAI charges a small fee only when a purchase is made; fees are refunded if the order is returned.
Who holds the customer relationship?
You do. You’re the merchant of record with control over orders, payments, fulfillment, and support.
Which payment options are supported?
Credit cards, Apple Pay, Google Pay, and Link by Stripe; Plus/Pro users can have details prefilled (editable) for faster checkout.
Where is Instant Checkout available today?
As of September 30, 2025, it’s live in the US for US merchants; expansion is planned for next year.
