ChatGPT Introduces Instant Checkout
ChatGPT’s entry into e-commerce isn’t entirely new. Several months ago, OpenAI integrated product discovery directly into ChatGPT, allowing users to find products, view images, check prices, read reviews, and even make purchases, all within the chat interface. With the recent launch of Instant Checkout, ChatGPT is expanding its role in e-commerce.
The feature lets U.S. users make direct purchases from Etsy merchants, and plans are in place to extend it to over a million Shopify sellers. For now, it supports single-item purchases, but multi-item carts and wider merchant and regional availability are expected in the near future. Walmart has also joined this initiative, adding its extensive product catalog to the Instant Checkout experience. Starting this fall, U.S. consumers will be able to shop nearly all of Walmart’s offerings – ranging from apparel to electronics – directly through ChatGPT, though fresh food is excluded for now.
PayPal is also getting involved. In 2026, PayPal will enable users to complete purchases within ChatGPT, offering the convenience of its wallet, along with buyer protections and dispute resolution.
What Does Instant Checkout Actually Do?
Instant Checkout allows brands to reach over 700 million weekly ChatGPT users in a seamless, integrated shopping journey – directly within the chat interface. The system, using the Agentic Commerce Protocol, ensures merchants retain control over order fulfillment, payment processing, and customer relationships, just as they would with traditional e-commerce methods.
Merchants can now convert product discovery directly into sales, without relying on external platforms or requiring customers to leave ChatGPT. This real-time engagement presents a strong opportunity to increase conversion rates.
However, Instant Checkout is still in its early stages. It currently supports single-item purchases from Etsy, and while Shopify integration is coming soon, multi-item carts and international shoppers are not yet supported. Merchants should start optimizing their product listings on platforms like Etsy to ensure visibility as more users engage with ChatGPT’s product recommendations.
Walmart’s AI Move
Walmart’s partnership with OpenAI enhances the Instant Checkout offering, allowing customers to shop directly within ChatGPT. By leveraging AI, Walmart can move beyond a reactive shopping experience to a more proactive one, anticipating customer needs.
Additionally, Walmart’s vast physical store network gives it an edge in delivery options like in-store pickup, same-day delivery, and traditional shipping. As ChatGPT referrals grow, Walmart is positioning itself to boost its retail media business and increase brand exposure in an AI-powered shopping environment.
PayPal Will Simplify Payments
PayPal’s integration surely further streamlines Instant Checkout. PayPal users will soon be able to complete transactions directly within ChatGPT, with added security from buyer and seller protections. PayPal’s vast merchant network will also become discoverable, making it easier for consumers to complete purchases.
For brands, PayPal’s involvement offers increased visibility and a secure, familiar payment method. With PayPal’s buyer protections, consumers will feel more confident completing transactions through ChatGPT.
What the Future of Shopping Looks Like
AI is becoming more integrated into the shopping experience, acting less like a search engine and more like a personal shopper – helping consumers discover products, compare options, and make purchases seamlessly within the same platform. For brands, this means the shopping journey is becoming more streamlined and personalized, making it essential to optimize product data for AI-driven discovery. Brands will need to ensure their listings are clear, structured, and ready for this new type of consumer interaction.
As Instant Checkout expands, there will be even more opportunities to capture attention and drive sales within a conversational commerce environment. The key will be to stay agile – optimizing product listings and adapting to this new AI-driven shopping behavior. Those who can integrate their products seamlessly into platforms like ChatGPT will be well-positioned for success in this growing market.