ChatGPT Now Has a Checkout Button

ByKanesh Kumaraguru
ChatGPT Now Has a Checkout Button

U.S. users can now buy from U.S. Etsy sellers inside ChatGPT. Shopify merchants are next. It’s single-item purchases today, with multi-item carts and more regions on the roadmap. The system runs on an open Agentic Commerce Protocol, built with Stripe. 

OpenAI says Instant Checkout results are organic. When multiple merchants sell the same product, ChatGPT looks at things like availability, price, quality, primary seller, and whether Instant Checkout is enabled. No pay-to-rank (for now). 

Shopify’s framing is simple: sell directly in ChatGPT, no links or redirects. That signals a real attempt to keep shoppers in the conversation. 

Stripe also confirmed the protocol is an open standard co-developed with OpenAI. That matters because open beats one-off pipes for long-term adoption. 

Openai Chatgpt Instanct checkout
Image: OpenAI

What does this mean for e-commerce?

  • Discovery and purchase are in one place. A user can go from “best chairs under $100” to confirming shipping and payment without touching a PDP. 
  • Some site traffic will be lost, depending on the adoption rate by merchants and users.
  • How AI agents decide what to surface (“rank”) still depends on content clarity, product information, and structured data, usually the things your SEO or agency already covers.

How does this affect Google Search and Google Shopping?

Too early to know how much share this will take from Google Search or Shopping. Since ChatGPT launched more than 2.5 years ago, Google’s search share has dipped only by a small margin (~2 %). Google is also working on agentic commerce standards through its Agent Payments Protocol.

Practical takeaways you can act on now:

  • Title, description, attributes. Write descriptive product titles and descriptions that match real queries and include distinctive attributes. Keep them consistent across site and feed. 
  • Keep price and availability fields fresh. If your site says “in stock” and the feed lags, you lose trust and visibility. 
  • Use group IDs for variants so the agent knows what to show, and keep canonical relationships clean on site. 
  • Supply high-quality images and, where possible, review counts and average ratings. These are supported fields and influence what shoppers see. 
  • Returns, shipping, and seller info are part of the feed. Clear policies still build confidence, even in chat. 

If agents are deciding what to show, your product structured data is one of the main signals they rely on. Good SEO makes sure that data is complete and accurate.

This isn’t the end of SEO. It’s SEO showing up in one more place where choices are made. Brands that treat SEO as more than rankings will be ready when shopping happens in search, in chat, or wherever the next checkout button appears.

Kanesh Kumaraguru

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