OpenAI Launches Instant Checkout

OpenAI recently announced the launch of its eCommerce integration feature, Instant Checkout.

Instant Checkout, which is currently only available in the US, will allow ChatGPT users to buy directly inside the chat, marking a huge step forward for agentic commerce. 

It’s powered by the Agentic Commerce Protocol (ACP), developed by OpenAI and Stripe, and is currently limited to users in the US. Added to this, it's also currently only live with Etsy. However, a much wider rollout is expected soon.

ChatGPT Plus, Pro, and Free users all have access to the feature and although there is a small fee upon completion for merchants, there is no extra charge for buyers. 

How it Works For Users

1. Ask a shopping question - e.g. ‘Can you recommend a pair of running shoes’.
2. View products - ChatGPT will scour the web for relevant (unsponsored) products and present them to the user.
3. Choose an item - click the ‘Buy’ button in the chat.
4. Check and pay - verify the order details and select a payment method.
5. Receive confirmation - once the order is processed, the user will get a confirmation in the chat and via email. 

If an item doesn’t support Instant Checkout, the customer will be redirected to the merchant’s website. 

SEO consultant Glenn Gabe tested this new feature, citing that it was ‘pretty slick… and very easy to buy’.

How it Works For Merchants 

If you want to enable Instant Checkout, there are a few things you need to do: 

1. Apply - submit an application to integrate Instant Checkout via OpenAI.
2. Prepare your product feed - according to the Product Feed Spec. 
3. Build your checkout integration - using Agentic Commerce Protocol. 

ChatGPT only acts as a middleman, the order itself is still confirmed and handled by the vendor and merchants are ranked based on things like availability, price, and quality. 

Pros and Cons For Sellers 

For businesses, Instant Checkout offers an opportunity to reach new audiences who may not have found you otherwise and it could increase conversion rates due to the ease of purchasing. 

However, outranking other merchants is going to involve supplying comprehensive accurate product data and there is a small fee to pay upon completion, which could cut into margins. 

Instant Checkout: A New Way to Shop 

ChatGPT has moved from a simple AI chatbot to a full shopping assistant. As Instant Checkout continues to develop, it will be interesting to see how it changes the online landscape for eCommerce businesses. 

If you’d like expert help navigating AI in Search or with marketing your eCommerce business, don’t hesitate to get in touch with us today.