According to statistics, 70% of user requests to ChatGPT are not directly related to work. People turn to the chatbot for advice on a wide variety of topics, from psychology and health to fashion and education.
In this regard, the developers of this LLM model recently decided to add a shopping feature to the chat. OpenAI officially launched ChatGPT Shopping for US residents in September 2025 and promises to expand this functionality to other countries soon.
Thanks to its integration with ChatGPT, the chatbot is now able to provide detailed information about products, including photos, customer reviews, and direct links to store pages where they can be purchased. And the new Instant Checkout feature allows users to make purchases directly in the chat window.
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ChatGPT Shopping is a revolutionary online shopping tool that combines artificial intelligence and e-commerce. Thanks to its integration with the OpenAI platform, this service provides internet users with personalized recommendations, analytics, and the ability to make purchases directly in the chat interface.
Now, instead of tediously searching through multiple websites and comparing dozens of options, all you need to do is ask a question in natural language. For example: “Find me a laptop for studying for up to $400, preferably with Windows,” followed by “What accessories might be useful for it? I’m willing to spend an extra $100 on them.” ChatGPT will analyze your request, compare the available options, and offer a personalized selection.
Unlike traditional search engine results, ChatGPT displays not just a list of links, but full product cards. Each one contains:
product image;
price;
information about the seller (their chat can be taken from Walmart or Amazon, for example);
brief description or characteristics generated by AI.
For users of the paid Pro and Plus plans, there are also plans to introduce a “memory” feature—AI will analyze the history of previous conversations to provide even more accurate recommendations.
ChatGPT currently works in partnership with the Shopify platform. Unfortunately, the service is only available in a few countries (the US, Canada, the UK, and parts of the EU). Users from other regions, including Ukraine, can only see links to stores without the ability to pay for purchases from the chat interface.
How does Chat GPT Shopping work?
Let’s say you’re looking for a gift for a friend who is into photography. You ask ChatGPT, “Help me find a gift for a beginner photographer.” The chatbot will analyze your request and suggest several of the most relevant products from different sellers (e.g., a tripod, lenses, or a camera case).
Unlike traditional platforms such as Google Shopping, ChatGPT takes into account user preferences and reviews from other buyers when searching for the right product. This allows you to get more exclusive recommendations that are more likely to satisfy your request.
But the main innovation introduced by OpenAI is the Instant Checkout feature, which allows you to make purchases directly in the chat interface. If the product supports this option, you can simply click the “Buy” button, confirm your order, enter your shipping address and payment details, and the purchase will be completed without having to go to third-party resources.
How many calls and sales will I get by ordering contextual advertising from you?
But even if the product you like does not support this feature, you can still go from the chat to the seller’s website and make a purchase in the traditional way.
You can pay using a card linked to your ChatGPT account or through popular services such as Apple Pay, Google Pay, and Stripe. ChatGPT transmits payment information to the seller in encrypted form, ensuring the security of the transaction.
Important! Using Instant Checkout does not affect the final cost—all costs are covered by the sellers. This means that purchases made through ChatGPT Shopping are made without any additional fees, regardless of the type of subscription.
At the same time, thanks to integration with various APIs, ChatGPT Shopping can not only help with product selection and order placement, but also check availability, obtain the necessary confirmations, and even advise on returns.
OpenAI emphasizes that the chatbot’s recommendations are based solely on reviews from real people and expert reviews in online publications. The company does not receive any income from sales made through the platform, and search results are not influenced by advertisers. If desired, you can even choose which sources of information should be taken into account when forming a product selection.
The technical basis for this functionality is the Agentic Commerce Protocol (ACP), developed by OpenAI in collaboration with the Stripe payment platform. ACP acts as a link between AI agents and online stores, allowing them to efficiently exchange information and conduct transactions.
At the same time, any online retailer can integrate ACP without having to change their payment infrastructure. After placing an order through AI, the information is transferred to the online store via ACP. The seller processes it, accepts payment, and delivers the goods in the same way as with a regular order placed through the website.
The ACP protocol, on which IC is based, is open source. This means that any AI assistant, whether it be Claude, Gemini, TikTok AI, or xAI, can integrate it into their system and obtain functionality identical to ChatGPT. In the future, this could lead to a real revolution in e-commerce, when the main entry points for online shopping will no longer be the usual search engines and marketplaces, but intelligent assistants.
What are the advantages of purchasing goods on ChatGPT?
Natural language queries. You no longer need to rack your brains over keywords to find the right product. Just ask a question as if you were talking to a real sales assistant. “Show me the phone with the best telephoto lens.” ChatGPT will select the best options and provide all the necessary information.
Relevance. Thanks to direct integration with Shopify seller catalogs, ChatGPT always operates with the most up-to-date data. This ensures that information about product availability and pricing is as accurate and relevant as possible. You can be sure that the selected product will be available at the specified price, with no unpleasant surprises at the checkout stage.
No need to visit third-party websites. With the Instant Checkout feature, the entire process—from selecting a product to placing an order—takes place directly in the chat window. Previously, to purchase, say, running shoes, we had to enter a query into Google, open multiple tabs, study specifications, read reviews, and compare prices. Now, chatgpt.com takes care of this task.
Personalization. ChatGPT takes your preferences and the context of the conversation into account to offer the most appropriate solutions. For example, if you mention that you are allergic to peanuts, the chatbot will not recommend products that contain them. This level of personalization goes far beyond the usual cookies and browsing history.
Organic search without advertising. Unlike many other platforms, ChatGPT’s recommendations are based solely on relevance to the query, not on paid promotion. OpenAI officially states that the presence of Instant Checkout does not affect the position of products in search results. This guarantees the objectivity and independence of recommendations, allowing you to make purchasing decisions based on the actual merits of the product.
Payment security. ChatGPT uses advanced encryption and tokenization technologies to protect your payment data. Thanks to integration with Visa, you only need to save your card information once, and then confirm purchases with a simple command in the chat or using biometrics on your device. All payment information is stored on the merchant’s secure servers, not with OpenAI, minimizing the risk of leaks or hacking.
How to display product ads in ChatGPT?
To start displaying their products in ChatGPT search results, store owners need to:
Submit an application to participate in the program and provide a catalog of your products (feed) in the format specified in the Agentic Commerce Protocol (ACP) guidelines. This will allow the ChatGPT system to correctly process and display information about your product range.
Integrate the checkout process in accordance with ACP specifications. If you already have your own payment system (PSP), you can arrange for delegated payment through it or through Stripe. The main thing is that the process complies with security and convenience standards for buyers.
Pass moderation and receive approval from the ChatGPT Shopping team. They will check your catalog and payment process for compliance with requirements and service quality standards.
Once approved, your products will be available to appear in ChatGPT search results. However, it is worth noting that the “Buy” button, which allows you to pay for goods directly in the chat window, will only appear for those items where you have enabled the Instant Checkout feature.
However, Instant Checkout does not affect the visibility or position of products in search results. ChatGPT uses objective ranking factors—relevance to the query, product availability, price, quality, and whether you are the primary seller. The system does not support a pay-to-rank model, which guarantees equal conditions for all program participants.
Important! Since Instant Checkout is currently only available in the US and only for Etsy and Shopify platforms, if you operate in a different region, you will only be able to display your products in search results, but not accept payments via ChatGPT. However, as the service develops and expands, these restrictions are planned to be gradually lifted.
How do I connect my store to the ChatGPT Shopping tool?
Check if ChatGPT Shopping is available in your region. At the time of launch, the service was only available in the US, but its coverage is gradually expanding. You can find the latest information at https://openai.com/index/buy-it-in-chatgpt/.
Apply to participate in the program using the special form on the ChatGPT website: https://chatgpt.com/merchants.
Prepare your product feed in accordance with ChatGPT Shopping requirements. Detailed instructions on the format and structure of the feed can be found in the developer section ― https://developers.openai.com/commerce/specs/feed.
Ask your developer to enable order processing integration via the Agentic Commerce Protocol (ACP). If you use the Shopify platform, support for this feature is enabled by default — https://shopify.dev/docs/apps/build/storefront-mcp/build-storefront-ai-agent. To understand the activation process, you can contact the Shopify team for assistance — https://www.shopify.com/chatgpt.
Set up integration with a payment provider. For example, you can use Stripe, which already offers a ready-made solution for working with Instant Checkout: https://stripe.com/newsroom/news/stripe-openai-instant-checkout.
Check the entire process, from searching for a product to paying for an order, yourself. Remember that any complaints or grievances from buyers may result in your store being disconnected from ChatGPT Shopping.
Be prepared to pay a commission for successfully completed transactions. Yes, the costs of working with ChatGPT Shopping fall on the shoulders of sellers, but this is a reasonable price to pay for access to the platform’s huge audience.
